Innovation lab at Inmar with custom organic shape table and indoor tension fabric clouds architecture

Achieve 5 Major Corporate Goals By Reevaluating Your Branded Marketing Environments

As a corporate leader driven to achieve your top business goals, you have a surprisingly large, yet underutilized asset ready to help you: Any space you engage your clients, whether your headquarters, your plant, your user group meeting, or your trade shows.

Your face-to-face marketing environments already host all the key audiences necessary to your corporate success:  employees, managers, customers, prospects, job candidates, channel partners, vendors, inventors, and media.

These crucial stakeholders are already within areas you control, some for a few minutes, some a few hours, some for most of their waking day.  By re-interpreting your branded environments with technology and information, you markedly increase your influence upon these vital groups and their positive relationship with your brand.

Which of these 5 key business goals matter most to your company success?

These are the 5 most common business goals our clients ask us to help them achieve through branded environments within their facilities:

  1. Instill corporate strategy + culture
  2. Attract + retain top talent
  3. Improve employee productivity
  4. Amp up innovation
  5. Increase sales + enhance your brand

These are common top goals sought by CEOs / COOs / CFOs, CMOs, VPs of Sales / Business Development / Growth, and VPs of Innovation and Product Development.

In this article we will discuss the 5 key business goals commonly pursued via branded environments, the targeted audiences identified to help achieve those goals, and the most common sales and marketing settings for branded environments. 

Goal #1: Instill Corporate Strategy + Culture

“It’s not the size and might that make a company strong, it’s the culture – the strong sense of beliefs and values that everyone, from the CEO to the receptionist, all share.”

— Simon Sinek, Start With Why

As a corporate leader, you have likely repeatedly met with your top management to brainstorm and craft your company’s strategy and desired workplace culture.  But how do you make your entire workforce as fluent on your strategy and culture as your boardroom team?

You do it with branded environments.  Branded environments immerse all your employees within oversized images, evocative messages, inspiring furnishings, and culturally aligned workspaces. This creates a workspace that informs your corporate team about your history and values, and inspires buy-in and commitment.

Content that builds your company culture for branded environment includes statements about mission, vision, and values, but also about your company strategy, logos, clients, heritage, achievements, locations, founders, top achievers, brand artifacts, and more.

The best places to add branded environments are in the most popular locations where groups of employees work, move, and gather, such as lobbies, elevator banks, work spaces, meeting rooms, transition areas, break rooms and cafeterias.

If your corporate team has adopted a popular business book, such as Good To Great or Traction to inspire its strategy, you may be interested to read Using Branded Environments To Instill Recommended Business Cultures From 6 Top Strategy Books.

Patheon, a part of Thermo Fisher Scientific, Corporate Manifesto Wall Graphics
Design: Madras Global / Fabrication + Installation: Holt Environments.

Goal #2: Attract + Retain Top Talent

“Attracting and retaining talent is now the top issue facing CEOs.”

— Conference Board 2019 Study

While attracting and retaining top talent is traditionally the main concern of the VP of Human Resources, the 50-year low in unemployment has rocketed talent acquisition and retention to the top of even CEOs’ to-do lists.

And while employers traditionally compete on areas such as higher pay, better benefits, and greater job responsibilities, according to Pricewaterhouse Coopers (PwC), “Design of the workplace and work” is one of three areas companies now focus on to create a better employee experience, in order to retain more employees.

PwC even found that “Many leaders recognize the need for an updated work environment, with half (50%) of US CEOs reporting that they are modernizing their workspace to attract digital talent.”

Branded environments throughout your facilities help make current and potential employees love to work at and for your company.

They create great first impressions with branded environment lobbies and elevator banks that set the tone from the first visit and the start of the work day. And they can motivate workers all day long with “Google-Plex” style branded environments in cafeterias, transition areas and other common areas, plus breakout rooms, meeting rooms, and internal events.

Whether you are in Human Resources, executive leadership, or manage a team, learn more about how to attract and retain employees with branded environments here.

Stanley Gibbons Office - Reception Desk
Stanley Gibbons: Helping a 160-year-old company look like a tech start-up.  In an effort to recruit and retain the brightest development talent and to reduce turnover, the management at Stanley Gibbons wanted to transform their rather unfinished interior into something that more closely resembled a Google or Facebook office. Read more about Stanley Gibbon’s branded environments here.

Goal #3: Improve Employee Productivity

“At a time when so many companies are starved for growth, senior leaders must bring a productivity mindset to their business.”

— Michael Mankins in Harvard Business Review

When it gets harder to recruit new employees, then corporate growth depends upon getting more productivity from the employees you already have.  Your facility can improve employee productivity when you:

  • Design spaces around 5 generations of workers in the changing work environment
  • Create collaborative work spaces with images, messages, furniture, and tech that invigorates
  • Provide a variety of work space options beyond the traditional 9-to-5 cubicle

Employees that are aligned with your corporate strategy and culture will spend less time spinning wheels or going in a counter-productive direction. Employees with greater workspace choices will be more productive as they rotate through areas best suited for their task, mood, and need for solitary or group interaction.

Intertwined with branded environments are smarter choices about color, environmental graphics, nature, furniture, and technology. Workspace design informed by your brand elements and scientific research can boost your employee productivity by surprising amounts. Learn more about increasing employee productivity with branded environments here.

This Raleigh conference room brings the outdoors in to create a warmer and more inviting meeting space by utilizing wood textures and natural canvas prints in a room lacking windows. This nature-inspired workspace helps calm minds and enhance productivity. See more pictures here.

Goal #4: Amp Up Innovation

“Innovation is vital … because it gives companies an edge in penetrating markets faster and provides a better connection to developing markets, which can lead to bigger opportunities.”

— Theodore Henderson, Forbes

There has always been a strong need for business innovation, to produce the new products that drive greater growth and higher profit margins. But digital disruption threatens traditional companies’ very fabric of being.

These amplified threats call for a new paradigm of innovation, that expands the collaborative team beyond marketing and engineering, and brings in outside tech experts, universities, and alternative partners.

Ground zero for these new ways of innovating are Innovation Labs. These unconventional workspaces are located and designed to boost internal and external teams in their quest for new products that leapfrog today’s business paradigms.

With a well-designed Innovation Lab, you can not only revitalize your new product process, you can also explore new partnerships and business models, stave off digital disruption from outside forces, and boost your revenue and profits. Learn more about Innovation Labs here.

Scott Safety Innovation Hub design rendering

Scott Safety wanted to signal their shift to a more innovative company culture among their engineering and product development teams. To make that shift more visible, Scott Safety retained Holt Environments to create a more energetic and collaborative workspace for an internal “think tank,” called the Franklin Hub. This creativity-boosting space gave engineers affirmation that their idea generation was creating new direction for the company. The space also allowed for teams that were typically siloed by function throughout the facility to assemble across departments to prove out new ideas in a more inspiring and collaborative workspace.

Goal #5: Increase Sales + Enhance Your Brand

“You are twice as likely to convert prospects into customers with an in-person meeting.”         

     — Michael Massari in Forbes

For the first 4 goals we discussed, your branded marketing environments are almost entirely within your own facilities.  But when your goal is to increase sales and enhance your brand, you are often building branded marketing environments outside your buildings, too, at trade shows and corporate events.

Increase Sales + Enhance Your Brand OUTSIDE Your Facilities

Companies exhibit at trade shows to increase company awareness, generate sales leads, and strengthen key relationships, especially with customers. For manufacturing companies, trade shows often represent about 40% of their marketing budget.

We have found that exhibitors succeed when they:

  • Give themselves enough time to plan the myriad of details for their shows
  • Focus as much on their trade show marketing (promotions, strategy, graphics) as they do on logistics
  • Ensure their staff is prepared to gather qualified leads at the show, and follow them up thoroughly after the show
  • Have a culture of calculated risk-taking that encourages smart experiments that are measured post event

Corporate events, such as user conferences, sales and annual stakeholder meetings, and product launches have become more valuable touch points to reach hard-to-engage clients and partners. At these events, companies are no longer relying upon the venue to inadequately carry their brand message.  Instead, event marketers are expanding their use of modular exhibit properties, large-format graphics, and unique digital solutions to brand the space as their own.

Gearwrench exhibit during Apex Leadership Summit 2019 in event tent
Apex Tool Group used their new, award-winning trade show exhibits as part of their own leadership event, with six 20 x 20 exhibits inside a temporary 4,300 square foot tent. See more pictures and the story of Apex’s trade show + event exhibits here.

And businesses are bringing mobile branded environments right to their customers and potential customers with road shows, trailers, and pavilions.  These mobile marketing environments can go to where key audiences live, work, play, shop, and travel, at short-term events or permanent locations. So, you can create sales and brand opportunities wherever you need.

Increase Sales + Enhance Your Brand INSIDE Your Facilities

Manufacturing and other industrial corporations recognize the need to create permanent branded environments within their facilities for their valuable face-to-face sales opportunities.

These permanent spaces were initially called Executive Briefing Centers, in which visiting CXOs were wooed by top sales execs. They have evolved into Customer Experience Centers, where more than just top executives receive star treatment, and where potential clients are engaged in a more collaborative, problem-solving dialog.

Hewlett Packard Enterprise client conversation in customer experience center

Customer Experience Centers help tell your story in a more experiential fashion. They can have one or more rooms within a facility for functions including greeting, presentation, group discussions, temp offices for visitors, and catered dining.  

Digital technology solutions can be integrated for presentations and virtual meetings. The walls can be partially or completely covered with graphics to convey brand, products, history, and story. Learn more how to grow B2B sales and strengthen key relationships with Customer Experience Centers here.

Showrooms are another common space dedicated to boosting the sales results of face-to-face visits to corporate facilities. Showrooms put your products at the center of customer visits, rather than in a presentation or off-site dialog.  With a greater emphasis on products comes a greater need for product display, be it with displays, pedestals, mounts, and shelving. Graphics and interactive technology further help tell your story, and higher-end finishes and design creates more impressive spaces. Read more about boosting sales results with showrooms here.

Stabilus Showroom Kiosks_Holt-Environments
Holt Environments created a series of modern displays that showcase Stabilius gas struts, dampers, and electromechanical drives in their showroom in Gastonia, North Carolina. See more about the Stabilius showroom here.

Whatever Your Top Business Goal, We Design A Branded Environment To Achieve It

To recap, these are the 5 most common business goals discussed in this article:

  1. Instill corporate strategy + culture
  2. Attract + retain top talent
  3. Improve employee productivity
  4. Amp up innovation
  5. Increase sales + enhance your brand

While they are all important goals, in your corporation there is very likely one or two that your management team feels are especially urgent. 

We would love to help you achieve your key company goals with a smartly designed and expertly fabricated and installed branded environment. To get started, call us at 1-800-849-2601, or contact us via the form below.