Đang tải... (xem toàn văn)
whY Brand The work environmenT? first, we must view environmental branding as an investment rather than an expense. and consistent delivery of a differentiated brand strategy over time can result in: ou spend a lot of time here, so we want the workplace to be as comfortable, friendly, and beautiful as your home Google’s new headquarters balances its utopian desire for transparency with its very real need for privacy By consciously branding the workplace, we hope to do two things: in order to successfully shape employee perceptions and align their behavior, we must leverage the work environment to do the following: environmental branding is not the only method of aligning associates with brand strategy. it must work in conjunction with: other employee communications incentives and compensation Training and development
THE POWER OF BRANDED WORK ENVIRON- MENTS Sponsored by Microsoft William Hull Faust Chief Strategy Officer Ologie, LLC The Design Leadership Series / September 12, 2007 Helping Employees to Live and Love Your Brand 2 The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 TODAY’S TOPIC How can branding the work environment impact: CUSTOMER SERVICE EMPLOYEE ENGAGEMENT BRAND IMAGE PERSONAL PRODUCTIVITY 3 The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 THE KEY QUESTIONS FOR TODAY WHY brand the work environment? Benefits WHAT can we expect to achieve? Goals WHERE can we be most effective? Venues HOW can we maximize success? Process WHY does it matter? Conclusions 4 The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 WHY BRAND THE WORK ENVIRONMENT? 5 The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 WHY BRAND THE WORK ENVIRONMENT? First, we must view environmental branding as an investment rather than an expense. 6 The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 WHY BRAND THE WORK ENVIRONMENT? An investment in delivering on our brand promise : 1 + 1 = 3 A clear brand strategy Embraced by your associates Consistent delivery of the brand experience Alignment 7 The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 WHY BRAND THE WORK ENVIRONMENT? And consistent delivery of a differentiated brand strategy over time can result in: GROWTH VALUE SUSTAINABILITY The benefits 8 The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 GROWTH: Home Sweet Office You spend a lot of time here, so we want the workplace to be as comfortable, friendly, and beautiful as your home.” Lena Simenssan-Berge IKEA Source: New York Times “ 9 The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 VALUE: Life in the Googleplex Google’s new headquarters balances its utopian desire for transparency with its very real need for privacy.” Metropolis “ 10 The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 SUSTAINABILITY: A Religious Experience This is our church. Everything that comes out of our church represents what we do. When you come to work, you know what and who we are.” Paul Brown Reebok “ [...]... strong brand voice The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 14 what can we expect to achieve? Environmental branding should motivate employees to: Live the brand Love the brand Tell the story Deliver the experience The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 15 what can we expect to achieve? Environmental branding...what can we expect to achieve? The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 11 what can we expect to achieve? By consciously branding the workplace, we hope to do two things: shape + align employee perceptions employee behaviors (how they think) (what they do) The Power of Branding Work Environments / The Design Leadership Series / September... Environmental branding should TEACH employees about: Mission, vision, and values Company culture Company history The brand experience The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 16 what can we expect to achieve? Environmental branding is not the only method of aligning associates with brand strategy It must work in conjunction with: Other employee communications... Spaces The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 23 public spaces brand message Lobbies Exteriors Vendor Spaces Recruiting Spaces Public Spaces The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 24 Public spaces company history Lobbies Exteriors Vendor Spaces Recruiting Spaces Public Spaces The Power of Branding Work. .. Facilities work Spaces The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 27 work spaces product offer Offices Conference Rooms Call Centers Distribution Facilities work Spaces The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 28 work spaces service or offer Offices Conference Rooms Call Centers Distribution Facilities work. .. 2007 12 what can we expect to achieve? In order to successfully shape employee perceptions and align their behavior, we must leverage the work environment to do the following: Engage them motivate them teach them The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 13 what can we expect to achieve? Environmental branding should ENGAGE employees through: Constant... Difference Challenged Passi The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 33 shared spaces special events Cafeterias Hallways Fitness Centers Training Rooms shared Spaces The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 34 how can we maximize success? The Power of Branding Work Environments / The Design Leadership Series... extra cost Like technology, workspaces must continually evolve All the more reason to leverage shared space The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 18 what can we expect to achieve? “Treating your office space not as a neutral asset, but as an opportunity to express what your brand really stands for, is seen by a growing number of business leaders as making... Spaces The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 29 work spaces Inspirational messages Offices Conference Rooms Call Centers Distribution Facilities work Spaces The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 30 shared spaces employee spotlight Cafeterias Hallways Fitness Centers Training Rooms shared Spaces The. .. making good motivational sense.” Jeremy Myerson Royal College of Art The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 19 where can we be most effective? The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007 20 where can we be most effective? EXAMPLES typical Types of spaces public Spaces HAL CafeteriaS Break Rooms FITNESS