Discover How to Build Brand Experiences
Today’s marketing is about creating experiences. Surely you’ve heard that statement dozens of times. Companies try again and again to build meaningful experiences for their stakeholders, in order to dig into their memory. In the process, they might have to think about a responsible and attractive internal communication strategy.
Yes, that is responsible for internal communication. When companies try to create brand experiences, they often think so much about their consumers that they forget to start with their own home; And when they do, the results are really embarrassing. At this point, corporate spaces full of logos and hashtags alluding to the brand are common. The name of a brand does not represent the totality of its identity, and it certainly does not awaken the sense of belonging in its collaborators.
Responsible Internal Communication
When it comes to communicating social responsibility within, many brands choose a simple path. They select generic responsible messages, print their logo and paste them on corporate boards.
So what is the secret to creating useful and interesting spaces for collaborators, clients, and even potential talent; while remaining faithful to the brand? Here are guides that will surely be very useful.
- Avoid just pasting your name and logo on something.
One of the things that people associate with our brand is good design and technology. It’s not just about putting your name and logo on all things.
The vision of extending the product to physical space is almost a revelation. It is the way in which collaborators, clients, and visitors can live the values of the brand in a tangible way on a daily basis.
Avoid stamping your logo on everything. Discover what are those other distinctive elements that give your company identity and exploit them to the fullest. It will force you to have a holistic view of your own brand
- Be entertaining and authentic.
Most brands suffer delusions of prominence. They seek to be the center of attention most of the time. Certainly, your employees invest a large part of their day in their facilities, working for their objectives, is that not enough?
“Make it fun” to create spaces that offer a brand experience. The key ingredient to achieve it is to inspire joy in the work from the beginning because people connect with joy.
- Your brand is a verb.
The brand is not a group of colors and typographical fonts. It’s about what you can do with it and what makes you feel.
This statement applies to consumers, but also within the organization. This is what employees live daily which makes them proud of the company they work with. It is that space where loyalty and commitment are born and extend to become an additional boost to the productivity of a work team.
- The quality of the space reveals the quality of the brand
There are seven elements that companies must take care to create WELL environments:
- Air: refers to optimize and achieve indoor air quality through strategies such as eliminating contaminants, purification, and prevention.
- Water: optimize water quality while promoting its accessibility, since having water in a nearby place helps people stay hydrated.
- Nutrition: promote healthy habits by providing those who occupy the building with better food choices, knowledge about nutrition and healthier behaviors.
- Light: minimize the disruption of the circadian cycle of the body through controls of light, natural light and appropriate lighting for each activity.
- Health: use the design of the building to encourage physical activity, so that its occupants are allowed to include a health regime in their daily agenda.
- Comfort: create a distraction-free, quiet and productive environment.
- Mind: Support mental and emotional health by providing occupants with the ability to give feedback on their space.
The environment communicates. Brands that manage to create spaces that reflect their values and identity can offer their stakeholders a memorable brand experience.