Reinforcing an Identity Through Architecture

Your brand is at the core of who you are as a company. It is an all-encompassing assemblage of your personality, culture, values, goals and vision. A consistent brand adds value, differentiates and creates awareness. Companies spend a great deal of effort cultivating this image which is then conveyed to the public by several means. Marketing is one avenue that pushes a brand to the public. As well architecture can be one of the vehicles that reinforce and support this identity. But does building design sometimes fall short of accomplishing this goal?

While an important aspect of communication your company logo is not your brand. Quality design can do more than allocate space for signage. Architecture can shape space that mimics the culture and mission of your company in a way that heightens perception and creates loyalty. Design can create spaces that can attract and retain loyal consumers.

When the public views your building does it reflect your brand effectively? Does it align with your company’s mission and strategies? Internally does the architecture reinforce your culture, goals and vision? Does it enhance or hinder workflow and employee productivity?

If your company provides similar products or services as a competitor your brand can play a large role in gaining market share. Buildings can create immediate brand recognition through space function and visual form. This is best achieved if considered from the onset of design as a holistic approach to the design process. Design can communicate if your company is cutting edge, conservative, sophisticated, local, global or any number of other personas. If shaped appropriately the brand can be non-verbally communicated in a way that supports and reinforces a particular message about the user. Does your building communicate who you are or simply what it is you do?