DATE: 05/21/2015

Brand – it’s more than a logo.

It’s the consistent experience you want key stakeholders to have when interacting with you. Stakeholders include customers, employees, investors and anyone else in direct contact with your business. One of the easiest ways to positively impact these stakeholders?

Build a consistent brand identity they want to be a part of.

Though the business card, Website or advertisement may be what initially peaks someone’s interest, it’s the overall “feeling” of interacting with your brand that makes someone want to do business with YOU. And, perhaps there is no greater opportunity for communicating what “you’re all about,” than your workspace decor.

The advantages creating an “on-brand” space are two-fold: 1. A well-decorated space encourages greater perceived value (allowing you to even charge more for your services, in some cases). And 2. A comfortable and aesthetically pleasing work environment is a conduit for employee productivity.

Numerous studies indicate environment has a direct effect on mood and overall sense of well-being. While factors like natural light, indoor plants and relaxing colors are often cited as “productivity elevators,” an often overlooked opportunity is one’s corporate office furniture. Let’s review the basics of choosing furniture that looks and feels good for your corporate office:

1. Take Stock Of Your Brand

Begin by revisiting the key elements of your brand: Colors, attributes, values, mission, competitive advantage etc. If you’ve worked with a creative agency in the past, they may have distilled this information into what’s typically called a “brand identity brief.” If you don’t already have clearly identified colors, textures and feelings you would like your brand to evoke, here’s a quick exercise you can do:

Brainstorm a large list of adjectives you would like your company to be associated with. Once you’ve come up with a sufficient list (30+ words), look for repeating themes. For example, you may have listed the words strong, dependable and accountable –– all similar in meaning. Try paring down your list down to your favorite 5 adjectives. Now, keep these words in mind as you begin the design and furniture selection process.

2. Balance Creativity With Practicality

Though it may be tempting to emulate the design choices of today’s start-ups (think: writeable walls, bean bag chairs and kegearators), most businesses are targeting a more traditional consumer. Put simply, your corporate office furniture should reflect your brand, not someone else’s. Also, never overlook the specific needs of your staff in the name of “personality.”

Booking a workspace consultancy with an experienced interior solutions provider is a great place to begin exploring how to creatively put your brand into action, while still maintaining optimum functionality.

3. Think Longterm

Remember how your high school career counselor said, “Dress for the job you want, not the job you have?” The same applies to furnishing your office. Where do you want your company to be in the next 5-10 years?

While you may not have the budget right now to get everything you really want, you do want to select furniture you can grow into. Take the time to find a cost-effective provider and you may not have to sacrifice as much as you thought.