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Reasons to Freshen Up Your Space

Reasons to Freshen Up Your Space

Does your office space welcome, engage and inspire?

Reason to Refresh Your Brand Identity – Number 7

People experience your brand in many ways—your website, products, advertisements, social media, brochures, etc. The problem is companies frequently overlook the physical spaces where people experience your brand. It’s difficult to attract and retain the best employees and to differentiate your brand from your competition when your work environment’s appearance is not welcoming and does not express the personality and culture of your brand.

Do you have an office space that employees are excited about working in? Are you proud to host clients and business partners in your space?

We had one client share that the state of their office made them so uneasy that they would go to any length not to meet there, and to avoid having clients see their workspace.

Get your house in order

Some companies have public-facing, retail-like interactions with their customers. For some businesses, your offices, facilities and physical environments are the spaces you call home. Considering that you host employees, clients and visitors every day – your corporate office, venue – and even employee break room – are all part of your brand.

Making the physical spaces that engage your employees and visitors special, and surrounding people with just the right amount of brand messaging and inspiration keeps the engagement fresh, relevant and exciting. You can achieve this through environmental graphics.

What are environmental graphics?

Environmental graphics are the application of your brand to your spaces. This can include branded signage and wayfinding signage. The SEGD, the professional industry association, describes this as “creating experiences that connect people to place.”

What are the benefits of branding your space?

• To have an office space that makes employees feel more connected, are excited about working in, and is a proud place to host partners
• To match the energy of your brand within your environment

When should you consider branding your spaces?

• If your organization is lacking a visual, branded impact in the physical spaces of your environment
• When your business builds a new facility, renovates or moves to a new location

What should you consider doing?

• To honor the history of your organization, or to celebrate a company anniversary or milestone
• To inspire company culture by expressing what your company stands for (i.e. Mission, Core Values, or Purpose)

Show me some examples

Corporate office: Cresa Minneapolis

Cresa is a global brand specializing in representing the commercial real estate needs of tenants. The Minneapolis office was renovating their HQ in the Twin Cities and wanted to energize their office space to improve the experience of both visitors and employees. Environmental graphics infuse the local Minnesota personality within the existing Cresa brand through local materials, textures and graphics, applying Cresa’s brand personality in their renovated workplace.

Athletic Venue: Macalester College Athletics

Macalester College recognized an opportunity to enhancing under-used and unused spaces in their athletic venues. The solution included stadium signage that celebrates MAC’s athletic achievements, and a resurfaced a gymnasium wall and a decorated team room energize the environments with school (aka brand) spirit.

Retail: InVision Distinctive Eyewear

InVision built a new store and wanted to make sure the experience for their customers was as impressive as their collection of eyewear. Their signage helps people find them, their storefront helps catch the eye of potential shoppers, and their overall store environment helps elevate their brand’s story

Design insight #1 – Branding your space doesn’t need to be expensive

There are many materials that can execute environmental graphics and signage. But my favorite – the one we’ve found most versatile, impactful and cost-effective is vinyl. It comes in a variety of opacities, textures and finishes. It can be bought pre-perforated, so you can see out but not in – like buses are covered with. A single wall in your office can be covered for high impact and at a minimal expense (compared to other materials), and unlike paint, it can be customized with your brand art, graphics, and messaging.

Design inside #2 – Size matters

Variety in the size of your signs and how they are experienced creates an engaging space. Small signs might include dimensional lettering or a wall border graphic. Medium signs may feature the company logo placed on or behind the reception desk. Large signs might include a conference room, lunchroom or hallway wall completely covered in printed vinyl. And an extra-large sign might include an exterior building or monument sign, or graphic panels that span a bank of windows.

United Sports Brands – Logo Mark behind desk
Franklin Press, Inc.
AT&T Tower, Minneapolis 
United Sports Brands

What’s the potential impact to refresh your space?

An effectively branded environment can inspire, motivate and reassure. When successful, your spaces feel like a seamless extension of your organization’s culture and identity, improving the experience for visitors and employees alike. The results are a connected employee and a well-directed, respected and thoroughly impressed visitor.

Engage each visitor as they move through and interact with your spaces – where you live and work. Make your spaces special. Make a place people feel good when there are there. Tell your story.

If you would like to grab a cup of coffee and talk about how to leverage the spaces in your environment, contact me at derek@sussner.com. My team and I are dedicated to creating thoughtful, effective and impactful solutions that help your brand stand out.

Here’s to loving the space you work in!
Derek Sussner
#SDCo20in19

P.S. For all “8 Reasons Refreshing Your Brand Identity Will Give You the Competitive Edge” and examples of outstanding results companies have achieved after re-energizing their brand, download our pdf for free at sussner.com/book.