A STRONG WORKPLACE CULTURE IS ESSENTIAL TO BUILDING A VIBRANT BRAND.

Nothing manifests a company’s brand like its workplace culture. “Go into any office in any part of the world and within minutes you can sense what that company is all about,” says Steelcase ARC Principal, John Hughes. “Everyone who comes into the work environment — customers, vendors, board members, new recruits, the media — the people a company most wants to influence, get a clear impression about the company: what it holds dear, how it operates, what it celebrates.”

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The design of a workplace sends a strong message about an organization’s culture – both to internal and external audiences.

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Choice of furniture plays a huge role in setting the tone, but graphics can add visual interest and enhance the message.

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Integrating technology and digital signage into a workplace can help boost brand and culture.

VIBRANT BRANDS HAVE STRONG CULTURES

Today, experts agree that a brand is no longer something you can apply to the surface of an organization, strong brands grow from within. (Check out this great blog post about brand and culture by Zappos’ Tony Hsieh as an example). The line between culture and brand is very blurred and if an organization wants to change its brand, it needs to consider whether the culture can support that change. The workplace is a frequently overlooked but critical lever in supporting a brand and culture change. This was validated by a survey of 123 corporate real estate leaders conducted by CoreNet Global. The results show that 77% believe that brand is a critical driver for their business; yet only 54% said the workplace plays a critical role in supporting it and only 15% said their facilities reflect their brand “very well.”

Exploring the question of brand and its relationship to workplace culture is no longer an option. It’s imperative for organizations that want to compete in an increasingly crowded marketplace. Employees are the ambassadors of the brand, and that doesn’t mean just executives or the sales force. Every person who touches the customer in some way — from the people in the shipping department to those who answer the phone — have an opportunity to shape the company’s reputation and, therefore, its brand.


4 PROFILES OF ORGANIZATIONAL CULTURE

1 | CLAN
◌ friendly and familial
◌ leaders mentor
◌ commitment is high
◌ morale is important
2 | ADHOCRACY
◌ entrepreneurial
◌ creativity prized
◌ individual initiative
◌ innovation
3 | HIERARCHY
◌ formal & structured
◌ procedures matter
◌ organization is key
◌ focused on stability
4 | MARKET
◌ results oriented
◌ competitive
◌ market share
◌ measurable goal
Brand and Culture 2Up

An authentic, thriving office culture can be a surefire way of attracting and retaining talent, especially for companies without the means to offer a laundry list of other perks. And many studies have shown that employee satisfaction is not just about the paycheck.

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Your space provides an opportunity to exemplify your brand, support desired behaviors and boost culture… all of which impact the bottom line. When people feel an emotional connection to brand and “at home” in the workplace, an organization is on its way to both a stronger, richer workplace culture and a more authentic, successful brand.

Boosting Culture

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