The
Power of helping employees
to Live and Love
Branded
Your Brand
work
environ-
william hull faust
Chief strategy officer
ologie, LLC
menTs
The design Leadership series / september 12, 2007 sponsored by microsoft

TodaY’s ToPiC
how can branding the work environment impact:
Brand CUsTomer emPLoYee PersonaL
imaGe serviCe enGaGemenT ProdUCTiviTY
The Power of Branding work environments / The design Leadership series / september 12, 2007 2

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
The Power of Branding work environments / The design Leadership series / september 12, 2007 

whY
Brand
The work
environmenT?
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.
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
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
The Power of Branding work environments / The design Leadership series / september 12, 2007 7

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
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
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
The Power of Branding work environments / The design Leadership series / september 12, 2007 10

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 employee
perceptions behaviors
(how they think) (what they do)
The Power of Branding work environments / The design Leadership series / september 12, 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 moTivaTe TeaCh
Them Them Them
The Power of Branding work environments / The design Leadership series / september 12, 2007 1

whaT Can we exPeCT To aChieve?
environmental
branding should
ENGAGE
employees
through:
Constant visual stimuli
dynamic interior architecture
Compelling messages
a strong brand voice
The Power of Branding work environments / The design Leadership series / september 12, 2007 1

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 1

whaT Can we exPeCT To aChieve?
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 1

whaT Can we exPeCT
To aChieve? CommUniCaTions
environmental branding
is not the only method
of aligning associates
with brand strategy. environmenT assoCiaTe inCenTives
it must work in
conjunction with:
other employee communications
incentives and compensation
TraininG
Training and development
The Power of Branding work environments / The design Leadership series / september 12, 2007 17

whaT Can we exPeCT To aChieve?
The barriers to leveraging space are mostly perceptual.
iT’s iT’s emPLoYees
mytH verY Time are now
exPensive ConsUminG moBiLe
if planned well, Like technology, all the more
REAlity it should add no
extra cost.
workspaces must
continually evolve.
reason to leverage
shared space.
The Power of Branding work environments / The design Leadership series / september 12, 2007 1

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 good motivational sense.”
Jeremy myerson
roYaL CoLLeGe of arT
The Power of Branding work environments / The design Leadership series / september 12, 2007 1

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
LoBBies
TYPiCaL TYPes
exTeriors
publiC vendor sPaCes
SpACES
of sPaCes reCrUiTinG sPaCes
ha
LLw s
aY
aY
s L Lw
ha
haLLwaYs
examPLes
SHARED WoRk examPLes
SpACES SpACES
CafeTerias offiCes
Break rooms ConferenCe rooms
fiTness CenTers CaLL CenTers
TraininG rooms disTriBUTion faCiLiTies
The Power of Branding work environments / The design Leadership series / september 12, 2007 21

where Can
we Be mosT
effeCTive?
examPLes
Brand
mission, vision, and vaLUes
TYPes of messaGes ENtERpRiSE
hisTorY
CorPoraTe CiTiZenshiP
mESSAGES
examPLes ha examPLes
LLw Ys
reCrUiTinG aY LLwa CUsTomer sPoTLiGhTs
s
ha
buSiNESS
haLLwaYs
iNtERNAl
examPLes uNit examPLes
mESSAGES
BenefiTs mESSAGES Case sTUdies
LifesTYLes BUsiness/Team faCTs
oTher hr BUsiness GoaLs
LearninG and deveLoPmenT ProdUCT/serviCe offers
examPLes
assoCiaTe sPoTLiGhTs
The Power of Branding work environments / The design Leadership series / september 12, 2007 22

PUBLiC sPaCes
overaLL
Brand
imaGe
Lobbies
exteriors
vendor spaces
recruiting spaces
publiC
SpACES
The Power of Branding work environments / The design Leadership series / september 12, 2007 2

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 2

PUBLiC sPaCes
ComPanY
hisTorY
Lobbies
exteriors
vendor spaces
recruiting spaces
publiC
SpACES
The Power of Branding work environments / The design Leadership series / september 12, 2007 2

PUBLiC sPaCes columbus
Metropolitan
vaLUes
library
Lobbies
exteriors find read enjoy live
it it it it
vendor spaces
recruiting spaces
love hihlltop share
it branch
it
publiC
SpACES
The Power of Branding work environments / The design Leadership series / september 12, 2007 2

work sPaCes
GoaLs
offices
Conference rooms
Call Centers
distribution 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 2

work sPaCes
serviCe
or offer
offices
Conference rooms
Call Centers
distribution facilities
WoRk
SpACES
The Power of Branding work environments / The design Leadership series / september 12, 2007 2

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 0

shared sPaCes
emPLoYee
sPoTLiGhT
Cafeterias
hallways
fitness Centers
Training rooms
SHARED
SpACES
The Power of Branding work environments / The design Leadership series / september 12, 2007 1

Before
shared sPaCes
emPLoYee
enGaGemenT
Cafeterias
hallways
fitness Centers
BE IN THE KNOW. BE PART OF SOMETHING BIG. BE PROUD.
Training rooms
COMPANY CLIENT PERFORMANCE EMPLOYEE
NEWS INFO OF THIS SITE
I AM NOT I AM NOT EVENTS
A FORKLIFT AN INVENTORY
OPERATOR. CONTROL CLERK.
I am transporting 1,000 automobile parts I am safely packing medical supplies that
per hour, without a single dent. will be shipped all over the country.
JOBS WHERE YOU CAN BE MORE. JOBS WHERE YOU CAN BE MORE.
BE MORE.
SHARED
SpACES
afTer
The Power of Branding work environments / The design Leadership series / september 12, 2007 2

shared sPaCes
reCrUiTinG
messaGes Great companies thrive on
Cafeterias great ideas and great ideas
hallways come from exceptional people.
fitness Centers
Training rooms
leadership
Passion Illuminate Spark Exhilarate Strive
Difference Challenged Passion Illuminate
Awaken Impact Goals Difference Challeng
Spark Exhilarate Strive Awaken Impact G
Challenged Passion Illuminate Spark Exhil
Impact Goals Difference Challenged Passi
Exhilarate Strive Awaken Impact Goals D
Great companies thrive on Passion Illuminate Spark Exhilarate Strive
great ideas and great ideas MAP
TALENT ACQUISITION
Difference Challenged Passion Illuminate
come from exceptional people. TALENT ACQUISITION Awaken Impact Goals Difference Challeng
Exit.
Enter. Spark Exhilarate Strive Awaken Impact G
Encounter. Challenged Passion Illuminate Spark Exhil
Excel. Engage.
Exceed. Impact Goals Difference Challenged Passi
Exhilarate Strive Awaken Impact Goals D
Passion Illuminate Spark Exhilarate Strive
Difference Challenged Passion Illuminate
Awaken Impact Goals Difference Challeng
Spark Exhilarate Strive Awaken Impact G
SHARED Challenged Passion Illuminate Spark Exhil
SpACES Impact Goals Difference Challenged Passi
The Power of Branding work environments / The design Leadership series / september 12, 2007 

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 

how
Can we
maximiZe
sUCCess?
The Power of Branding work environments / The design Leadership series / september 12, 2007 

how Can we maximiZe sUCCess?
1 Clearly define
the objectives :
Change the culture?
or reinforce it?
evolve the brand story?
or solidify it?
improve communication?
enhance collaboration?
increase engagement?
The Power of Branding work environments / The design Leadership series / september 12, 2007 

how Can we maximiZe sUCCess?
2 articulate the strategy our values
(in a way that anyone (what we believe)
LonG
can understand): Term
–10 Years
(or more)
our mission
Business strategy (why we exist)
mission inspiration
vision mediUm
values our vision Term
(where we’re going) – Years
(on averaGe)
Brand strategy action
essence
Personality our strategy
(how we’ll get there)
architecture shorT
Term
1– Years
(aT mosT)
our Tactics
(what we’ll do)
The Power of Branding work environments / The design Leadership series / september 12, 2007 7

how Can we maximiZe sUCCess?
 make the process
a collaborative one:
involve multiple levels of employees
seek input, but don’t ask them
what kind of space they want
involve multiple points of view
marketing
human resources
facilities
administration
The Power of Branding work environments / The design Leadership series / september 12, 2007 

how Can we maximiZe sUCCess?
 identify the parameters of the project:
PossiBLe
sCenario new BUiLd reLoCaTe renovaTe ConsoLidaTe
mindseT “move in” “move on” “UPGrade” “downsiZe”
UniQUe Balancing impact on the working within doing more
ParameTers
multiple agendas commute the architectural with less
constraints
The Power of Branding work environments / The design Leadership series / september 12, 2007 

how Can we maximiZe sUCCess?
 Translate the strategy
in a holistic way: “name ThaT PLaCe”
Go beyond was is
environmental graphics
image The fiTness The sweaT
message CenTer shoP
function
form meeTinG disCUssion
room a den
Language matters
naming and nomenclature PresenTaTion show
room B and TeLL
Choreograph multiple
touchpoints TraininG romPer
room C room
The Power of Branding work environments / The design Leadership series / september 12, 2007 0

how Can we maximiZe sUCCess?
 Learn and evolve. it’s a
continuous cycle because EvolvE
brands change over time:
as the organization changes,
the workplace should change
with it
ExECutE EDuCAtE
Clearly identify who is responsible
for environmental branding
implement a regular means
for assessment
multiple feedback loops
EvAluAtE
The Power of Branding work environments / The design Leadership series / september 12, 2007 1

whY
does iT
maTTer?
The Power of Branding work environments / The design Leadership series / september 12, 2007 2

whY does iT maTTer?
The nature of work
is changing:
Greater mobility
shrinking workplaces
virtual employees
enabling technology
it’s more important
than ever to reinforce
your brand story with
employees.
The Power of Branding work environments / The design Leadership series / september 12, 2007 

whY does iT maTTer?
The nature of the
economy is changing:
a growing service sector
The experience economy
authenticity
employees have a bigger
role than ever in bringing
a brand to life.
The Power of Branding work environments / The design Leadership series / september 12, 2007 

whY does iT maTTer?
The nature of
employment is changing:
more free agents
2nd/rd/th careers
Phasers
we must find ways to
make the work experience
more engaging.
The Power of Branding work environments / The design Leadership series / september 12, 2007 

Thank YoU.
www.ologie.com
The Power of Branding work environments / The design Leadership series / september 12, 2007