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Choosing an Office That Reflects Your Brand Identity

Published: 07-25-24 Category: Leasing/Renting

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As a new business owner, leasing your first commercial office space is a big deal for several reasons.

While factors like location, cost, and square footage are important to manage, it's equally important to remember that your office should reflect and enhance your business' brand identity.

Think of some famous products and how their brand makes them memorable. When you see the Nike “swoosh” logo or the red and white Coca-Cola logo, you're reminded of what the product promises to those who buy it and the type of consumers that find it desirable.

For an example of how an office can support a brand identity, check out these photos of Nike's New York City headquarters.

Creating and establishing a memorable brand identity is vital. It's often the first physical interaction people have with your company. Your brand identity should attract and retain customers while building trust and credibility.

If you're unsure of the steps involved in creating a brand identity, we'll walk you through the basics that you'll need to follow.

Developing Your Brand Identity

A brand identity includes your business' values, how you present your product to prospects and customers, and what you want people to feel when they do business with you. It's your business's personality combined with a promise to your customers.

Ultimately, your product will leave an impression long after you've signed a contract or closed a sale. Brand identity helps to shape this impression.

A brand's ingredients include a name, tagline or slogan, logo, design, and voice. Think of it this way: when you create a brand, you create a vehicle for introducing your brand's DNA to the public.

Spend some time thinking about your potential customer base. Are they outdoorsy, intellectual, nerdy, health-oriented? How do you want your product or service to make them feel?

When you've created a definitive brand for your new business, you can begin finding a suitable home for it by researching offices for lease.

The Right Location Can Boost Your Brand

When you search for office space to lease, check out areas and cities that support your brand.

For example, if your brand identity is artistic or industrial, setting up shop in a converted warehouse could work. If you're opening a more traditional business with matching brand DNA, look for space in a sleek high-rise or established office building.

If your brand conveys messages that support sustainability, eco-friendly lifestyles, or work-life balance, your location should illustrate as such. Look for office spaces that are easily accessible by public transport or within an area with plenty of bicycle lanes and pedestrian-friendly landscaping.

Even your office's surrounding areas can work to enhance your brand image. If you're close to a public park, this can reinforce a wellness-focused brand. If your business supports education, an office near local libraries, cultural centers, or museums could be a good choice.

After you've located an office space for lease that complements your business' brand personality, you can begin researching the types of interior decor that will create the ideal mood.

Coordinating Office Decor and Brand

When designing your office space—either on your own or with the assistance of an interior decorator—you'll have several strategies available to “marry” your brand identity with your surroundings.

Color Schemes

Use your brand colors strategically throughout the office.

For example, if your brand emphasizes creativity, it should be supported with vibrant, energizing colors that may be part of your corporate logo.

Opt for a neutral palette with subtle brand color accents for a more conservative brand.

Layout

Your office layout should reflect your brand's personality and the culture it encourages.

An open floor plan might suit an innovative, younger brand, while private offices could be best for law and accountancy firms.

Materials and Textures

Choose materials for your office furniture that resonate with your brand.

Sustainable materials are a good choice for an eco-friendly brand, while sleek, shiny finishes could be ideal for a tech-focused business.

Brand Elements

You can use your logo, tagline, and other brand elements as wall graphics, custom signage, or even branded furniture.

In addition to promoting your brand to your clients, the right design can help you attract talented staff.

Attracting New Talent With Your Brand

Take a look at your decor plans and visualize the type of personnel who would find them inviting.

The following design touches can help you retain skilled staff who share your values.

Design spaces that can adapt to different work styles. This demonstrates that your brand values and supports individual staffers' needs and preferences.
Incorporate elements that promote employee well-being. This can be as diverse as natural light, ergonomic furniture, or a small meditation/quiet room.
If your brand is green, ensure your office space reflects this with energy-efficient workspace systems and recycling stations.
Create an area that encourages collaboration, reflecting a brand that values teamwork.
Design your space with room for expansion. This can promote your brand's ambition and forward-thinking nature.

Staff retention is especially important for business start-ups as hiring and training a replacement can be expensive if and when an employee resigns.

On average, a business may spend over $4,000 when hiring a new employee.

Take Your Brand to Work

After you've completed the essential steps required to create a memorable brand identity for your business, you're ready to find the ideal office space. You can list and browse office space listings for free right here on MyEListing.com.

By thoughtfully aligning your office space with your brand, you're not just preparing to launch your business. You're also creating a powerful tool for brand expression, employee retention, and business growth.