You might think that Office Branding is not that relevant nowadays, especially when remote work is here to stay. The physical space seems to have been downsized, in some cases, only for important meetings. However, according to Jed Backhouse, digital brand consultant at Infinite Global, in the article ‘How important is Office Branding’ -The Raconteur, “what is crucial is the alignment between the physical brand with the digital and experiential dimensions”. This means ensuring that in the physical experience the values and purposes of the brand are demonstrated, communicated and manifested at each of its points of contact.
The article also stresses the fact that, despite the importance of the digital era, we have to bear in mind that physical experiences have a stronger and more lasting impression, offering the potential of a better contact with consumers, customers, investors and, last but not least, employees and collaborators. Thus, important decisions, such as contracts, agreements, negotiations, etc. generally happen “in person.”
This is where Office Branding plays a fundamental role in the work environment. The power of the first impression should not be forgotten: there is no second chance to make a good first impression. Office branding helps build the brand’s reputation.
An example of the strong brand presence, according to Backhouse, are Apple’s buildings, which convey in their architecture the ideas of simplicity, innovation and cross-pollination that forge the brand values and purposes, as embodied in their mission statement.
Although the physical workplace has varied in size, schedule and type of work in the post-Covid era, the truth is that it still is an integral part of the brand experience and, as such, it should be part of the brand messaging. This is where Branding specialists are essential.