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13 February 2023 | by Joe McKay
Cambridge Dictionary defines branding as “the act of giving a company a particular design or symbol in order to advertise its products and services”, but branding has evolved... it doesn’t just refer to your logos and colours, it is your entire identity – it gives you personality.
Its evolution has made branding more important than ever. Especially with the rise of social media, potential clients and employees are more exposed to new brands every day, so it is a real way to differentiate. The exposure helps clients and employees who are given a range of options to choose from, while on the other hand, making it tougher for businesses who face intense competition.
In face of tough competition, branding can help you to gain an advantage by building trust. It is an alternative way you can communicate to potential clients in an authentic, human voice, embracing transparency. Trust determines who clients or employees go with, by who they trust more.
Consumers buy based on trust
With the right branding, you can control how your organisation is perceived – it adds value inside your organisation and out, through a visual language. It gives a true representation of who you are, your DNA, history – a reflection of your visions and values. Individuals are loyal to brands that say something about them as human beings so it’s an important investment.
Importance of brand consistency
Companies are facing a war on talent where there is increasingly tough competition when it comes to attracting and retaining talented, skilled workers. Being able to relate and have a sense of belonging with a company through culture and values reflected through their brand, will significantly improve their ability to attract and retain. Branding helps to keep employees motivated and can be reflected through your office space, creating a sense of involvement, unity, pride, satisfaction. Employees will then perpetuate the brand perception down the line to any clients they interact with as they are informed, educated, and included.
Being meaningful is good for business
Effective branding through perception and emotion, cognition, association, and persuasion, will ultimately trigger a behavioural response, such as contact from potential clients or the attraction of talent.
You want loyal clients and employees, a long- term relationship. Give your brand a more human side which your clients and employees can relate to, by appealing to their emotions and make them feel connected. Create something people care about – you will gain advantage over competition.
Customer service helps brands
How can you reflect your brand message throughout your workspace:
Terminology/DNA – Give your spaces personality by using relevant terminology which reflects your brand DNA.
Symbolism – Use of symbols/logos to remind the users of the family that they are a part of. Give a feeling of pride.
Product/history display – Be proud of your roots, achievements, history, products. Remind users of why they are here, what they are a part of, what they can be proud of.
Use of relevant colours – Use your brand colours – those that reflect your culture
Product inspired design – Take inspiration from your products/services and reflect this in the business. Give the space personality and your own unique twist.
The gallery entrance – Give your employees/potential clients an ‘Oooh’ feeling when they step foot through the doors; a destination office that they can call home and do their best work – being reminded each day of their brand and its DNA.
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