Branding the workplace, presentaton at Best Office Event, Moscow 2011

1. Workplace Branding Strategy
Creating
Added Value
Clive Woodger
SCG London

2. WORKPLACE BRANDING STRATEGY
Agenda
 Company Image Development
 Organisation Culture
 Sustainability & Social Responsibility
 Case Study

3. STRATEGIC CONSULTING GROUP
International Strategic branding and
design consultancy.
13 years … 60+ Russian managements
We work in the retail, financial, real estate
sectors by creating

4. OUR CLIENTS INCLUDE

5. COMPANY IMAGE DEVELOPMENT
First Choice Tenant

6. COMPANY IMAGE DEVELOPMENT
Activities … Values … Ethos …
Attributes
 Who are you?
 Desired profile and reputation
 Differentiation
Creating a first choice perception for
your target audience

7. COMPANY IMAGE DEVELOPMENT
Do what you say you are doing
Services … Values … Ethos
people … signatures … feel … environment
communication

8. COMPANY IMAGE DEVELOPMENT
Consistency! external and internal audiences
Image for clients and visitors
Reality for management and staff

9. COMPANY IMAGE DEVELOPMENT
What do you want to be? … ‘Attributes’
Stable Inspiring
Caring Special
Secure
Dependable
Leaders Friendly Open
Corporate Innovative Creative
Professional Accessible Unique
Exclusive
Successful Fun
Reassuring
Challenge - long term sustainability … relevance

10. COMPANY IMAGE DEVELOPMENT
First Choice Tenant ‘corporate’

11. COMPANY IMAGE DEVELOPMENT
First Choice Tenant ‘creative’

12. ORGANISATION CULTURE
First Choice Employer

13. ORGANISATION CULTURE
First choice employer?
‘Our people make the difference’
Workplaces that
... Attract
… Engage
… Motivate
… Inspire

14. ORGANISATION CULTURE
First choice employer?
Workplace Facilities that achieve
optimum performance and wellbeing
interaction … teamwork
…collaboration … spontaneity
…socialising … focus …
… flexibility … creativity

15. SUSTAINABILITY & SOCIAL
RESPONSIBILITY
First Choice for People and Planet

16. SUSTAINABILITY & SOCIAL RESPONSIBILITY
 Workplaces that embrace ‘new values’
 Planet
 People
 Profit
 Optimising not maximising!
 Sustainability
 Environmental
 Social
 Ethical

17. SUSTAINABILITY & SOCIAL RESPONSIBILITY
Green Buildings – workplace conversions opportunities
Renovating / adapting / refreshing existing buildings
 Graphic led … flexible, cost effective upgrades
 Instant Brand worlds and environments
Graphics … décor … lighting ….
Updating sterile un-rentable offices
 Easy updatability
low cost, flexible, energy efficient

18. SUSTAINABILITY & SOCIAL RESPONSIBILITY
Creating workplaces with a soul and
as a community asset
Positive interaction & local facilities

19. THANK YOU