You can spend a lot of money on billboards for the marketing of your organization, but are you aware of the marketing value of a good building? That your accommodation is an effective means of communication that contributes to the brand experience of your organization? Not only what suits your appearance, but also what it does to the employees, customers and co-residents in a building.
Is a building some kind of necessary evil, the responsibility of which you have placed with the facility or real estate department? Or do you regularly map out the possibilities of how your building can work for your branding. How exterior and interior make the DNA of your organization/brand tangible for your employees and visitors through architecture and design. It makes visible what your organization stands for. A building is an important identifier. It has a direct influence on behavior and has a strong symbolic value. A building communicates, intentionally or unintentionally. There are many more options than just putting a logo on the façade and applying the corporate colours.
“The learn/work environment is extremely important in terms of conveying messages about the values and culture of an organization.” (René Stevens)
Who does not know the examples where the building has an almost greater brand awareness than the brand of the organization that houses it. Think of the Chrysler building in New York, the Inktpot in Utrecht, the Van Nelle factory in Rotterdam. And who does not know the organizations which you do not recognize on the outside of a building, but you feel the vibe upon entering and are gripped by what you experience.
A billboard is more than a sign outside, it is intended to touch people and thus draw attention to your product or organization.
An organization has multiple means to draw attention to itself through the management focus areas Operation, Finance, Sales & Marketing and Human Resources. And it may surprise you, but you can unite or reinforce all these elements in and with your housing. The AV-Strategic Alignment Matrix© of ATELIER V shows the relationship between the business approach and housing performance.
It is about what a building does for and with people. The building as an image building and as a team building helps with ‘living the brand’. Accommodation that enables employees to deliver the service and / or product you expect, attracts and retains the right employees (‘War for Talent’), because it stimulates cooperation and exchange of information and knowledge, radiates congruence between organizational objectives , products / services and employees, arranged according to The New Way of Working, time and place independently, or with individual fixed workplaces.
A consumer who is not aware of the activities of an organization will (co) assess the organization on its appearance. Such as website, printing, PR, but also accommodation (location + building). Image is a network of associations in our brain and you can partly influence the perception people have of your learn/work environment.
Accommodation is a tangible and concrete spatial representation of the identity of your organization. If the mission of the organization can be experienced through and in the building, this contributes to attracting the right employees who identify with your mission and therefore show a greater involvement that goes beyond their employment contract and as ambassadors help to propagate and realize the mission. It provides brand recognition (Express the brand).
When your organization stands for money consciousness, it doesn’t make sense when your accommodation radiates grandeur, which automatically evokes the thought “what will it cost” in many people. Or if you are going for sustainability, why have a new office built if the old one apparently still suffices or can be adapted.
From a business perspective, an organization can show a lot in the field of logistics. Which location have you chosen and what does this mean for the logistics of both employees and products. If it is only accessible by car, you have opted for a modern building, but relocations are the order of the day. These are all examples with which you send a signal to employees and the outside world what you stand for. What the vision and ambition of your organization is. What the common goal is and why your employees work together every day.
Your accommodation as a 3D billboard to position your organization to show what you stand for. A building is a matter of mind and heart.
- Accommodation as (part of a) brand. Assess the appearance of your accommodation through the (subjective) eyes of your employees and visitors.
- Understand the concept of corporate identity by understanding people.
- Make the target group(s) explicit in order to effectively use the building as ‘image building’ and ‘team-building’.
- Accommodation is more than a collection of ‘workplaces’. It is about ‘places that work’; inspiring environments that generate energy, where people meet, collaborate and exchange knowledge and information.
- Deploy the right marketing accommodation tools to facilitate and nudge desired behavioural change.
- Image or aesthetic lifespan is one of the three qualities in addition to functional lifespan (fit for purpose) and technical lifespan (solidity and durability) of a building. This soft side of accommodation can be made objectively measurable, so that image / branding can be used in a targeted manner.
As an organization, dare to think big, but start small. Without experimentation, innovation is impossible. Experiment and gradually find out which form and speed of implementation best suits the organization.
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