BRAND KNOWLEDGE
EMMA ASCOTT explores why knowing your brand is the foundation of effective workplace design ILLUSTRATION: Donghyun Lim Your office in safe hands
T he intersection of brand identity, workplace culture, and spatial design has perhaps never been more signi cant. Businesses are vying to attract top talent and cultivate a productive work environment, meaning that understanding your brand’s essence is no longer a luxury – it’s a necessity. Brand identity encompasses the values, mission, and culture that a company espouses, in uencing everything from employee engagement to overall productivity. According to a study by LinkedIn, 1 companies with a strong employer brand see a 28% reduction in turnover rates. is is a clear indicator that a deliberate alignment between workplace design and brand values helps in reducing attrition and fostering loyalty among employees. e team of workplace strategists at Allure excel in this realm, collecting both qualitative and quantitative data to provide insightful recommendations. Keti Bicolli, Strategy and Design Principal at Allure, explores the types of questions brands need to ask and the importance of such enquiries in fostering a productive working environment.
THE ANALYSIS TRIAD At Allure, the journey to understand a brand begins with the ‘aura’ method – a holistic approach that concurrently analyses three core aspects: people, brand, and space. According to Keti, this method aims to o er a comprehensive view of a project’s DNA, identity, and vision. By understanding these elements, brands can create a workspace that is not only visually appealing but also highly functional and true to their core values. PEOPLE ANALYSIS: is involves looking at cultural nuances, HR metrics, workplace rituals, team dynamics, and overall objectives. Understanding the behaviours, expectations, and needs of the employees is paramount. Techniques such as online surveys, one-on-one interviews with team leaders, stakeholder sessions, and space occupancy studies help capture these intricate details. BRAND ANALYSIS: Here, the focus is on brand identity, values, vision, colour schemes, and storytelling. is multidisciplinary approach includes visioning sessions, individual meetings with
AURA
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