There’s a lot of talk these days about brand and identity, mostly focused on a logo, a catchy slogan, or the service/product you provide. But there is another element that has significant impact on your company’s brand and identity: your physical space.
Your physical environment communicates a message to your employees, customers, stockholders, vendors, and the community at large. Some business owners see it only as costly overhead, but it really is a part of your brand and identity – particularly when customers, patients, or other vendors walk through the doors.
The best strategy is to weave your brand into everything. This means incorporating it into the business strategy, the product design, customer service, and especially the office environment.
Things to Consider
Make sure your technology and equipment are up-to-date. What would you think, for example, if you walked into a treatment room at your physician’s office and found furniture and equipment from the 1980s? How confident would you be that the treatment you’ll receive is based on the best, most current health care practices available today?
If innovation is your shtick, consider how innovative your facility appears to outsiders. Your customers will expect the same creativity, cutting edge technology, and unique solutions you bring to them in your own space. What your space says about your company either builds or destroys credibility about your expertise and affirms that you are on the leading edge of your field.
On the other side of the aisle, if you tout yourself as being a budget-conscious alternative, make sure your space reflects it. Ditch the expensive artwork or high-end finishes, stay with classic, simple lines, colors, and accessories.
Summary
Every aspect of your company plays into your brand and identity, from product designs to your physical environment. What your space says about your company either builds or destroys credibility about your expertise and affirms that you are on the leading edge of your field.
Take an objective look around. What does your space say about your company?
Has your lobby or showroom been crafted to enhance your brand and identity, or is it just the way your landlord had it set up before you signed the lease? What one thing could you do in the coming months to align your physical space with your brand?
