1. Workplace Branding
Global branding programmes, delivered locally, loved locally.
The branding of workplaces in on the increase
– forward-thinking companies are switched on
to the benefits of ‘Employer Branding’.
They understand how it can help to:
• Create unity by focusing on key themes or values.
• Promote understanding of corporate culture.
• Increase brand loyalty which is in turn passed on to
customers.
• Create ‘attractive places to work’, helping to attract
and retain talent.
• Improve employee engagement.
We support global organisations in the delivery of
workplace branding programmes.
Workplace Branding
As the experts in global brand implementation, GLIMMA
delivers award-winning branding programmes for some of
the world’s best-known companies.
From our seven global offices, we mastermind the
capabilities of 4,000 branding experts across 100
countries. We maintain central control and consistency,
but deliver locally to guarantee local market knowledge
and cost savings.
Top 5 Tips for
Workplace Branding
Our experience with clients such as HSBC has taught
us some valuable lessons. To execute an effective
workplace branding strategy, it is essential to:
1. KNOW YOUR BRAND – start with clearly defined brand
values. Global brands are worth ££ millions – know exactly
what you want your brand to represent. Marketing will
usually guide this process. Brand values can be adapted for
employees but for consistency, they must remain the same
at their core.
2. UNDERSTAND THE CONNECTION BETWEEN YOUR
BRAND AND YOUR EMPLOYEES – they are your most
powerful brand proof points. Every time an employee
interacts with a customer, they have the power to make or
break your brand promise. Branding should start from the
inside out.
3. EMBED THE BRAND – workplace graphics are the most
visible representation of your brand but unless your values
are embedded throughout your organisation, they are
nothing more than pictures. Executive level buy-in is key to
success.
4. HR - THE NEW BRAND EXPERTS - for your brand to
be embedded within your corporate culture, organisational
change is essential and can only be achieved by working in
partnership with HR. A cross-functional approach will ensure
that messages are aligned and every part of the organisation
strives towards the same goal.
5. CULTIVATE, DON’T CONTROL – global branding
imposed from the top down will not work. Start with the
global brand but let it breathe – use the workplace as a
way of demonstrating how a singular brand is relevant in
every market by allowing for local customisation. Equally,
when it comes to implementing your branding, using local
suppliers and installers will create local buy-in and smooth
the process.
HSBC FEDEX
KAPLAN
HOLCIM
AVIANCA BP
SHELL DIOR
The Experts in Global Brand Implementation

2. Workplace Branding
Branding is not just for customers. Employers must
market themselves to their employees too – workplace
branding plays a pivotal role in employer branding.
HSBC
HSBC Group recently introduced a workplace
graphics programme. With operations in more
than 80 countries and over 6,900 workplaces,
the aim was to create unity amongst their
300,000+ employees and support their
Group Values.
GLIMMA provided support at each stage, from brand
design guidelines to installations, we created and
delivered new branding in many different workplaces
across North and South America, Asia and Europe.
Global Standards, Local Choices
With input from HSBC’s Group Design, HR and Facilities
Management, the team developed a brand blueprint
for each workplace type. From prestigious head offices
to call centres, every aspect of the environment was
carefully considered.
The challenge was striking the right balance between
global consistency and locally loved branding. Using a
central ribbon design theme, a palette of images, colours
and designs were agreed.
Precisely documented in ‘best in class’ brand guidelines,
the design options adhered to global standards yet could
be adapted easily to local markets. From a practical
point of view, they ensured that all stakeholders have a
thorough understanding of the branding objectives and
methodology:
• The rationale for the designs, linking Group Values to
themes.
• Full specifications, technical drawings and design templates.
• A catalogue of images.
Award Winning
In 2013 GLIMMA was awarded three prestigious awards
for this work, including ‘Best Implementation’ in the
global REBRAND Top 100 Awards and ‘Best Brand
Guidelines’ and ‘Best Implementation of a Rebrand
across multiple markets’ in the Transform Awards.
Whether it’s an employee branding programme, a full corporate rebrand or
marketing support, GLIMMA serves as the single point of contact for fast, cost
effective brand implementation. Call us now on +44 (0) 845 0525 247
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www.glimma.com