Why Companies Are Making Major Investments in Branding

Today, companies are fiercely competing for marketshare and talent, and branding is rapidly becoming an important part of the equation. In fact, many firms are hiring professional marketing companies to refine and define the company branding and culture as a way to attract talent and ultimately expand.

“Competition for market share among corporations today is fierce, so firms are looking for ways to really stand out and make an impression on clients, consumers, and their own employees, and potential future employees,” J. Wickham Zimmerman, CEO of OTL, tells GlobeSt.com. “According to Brandingmag.com, branding distinguishes companies in a number of ways, including garnering recognition, increasing business value, generating new customers, improving employee pride and satisfaction, creating trust within the marketplace, and supporting advertising. Corporations are leveraging the power of branding as part of their marketing campaigns to gain an edge in the current message-heavy business environment while establishing and solidifying company culture among their employees.”

As a result, companies are fusing their client outreach strategy and networking goals with employee outreach. “They are now recognizing that a great way to accomplish this is at the property level, in the headquarters and office buildings where they live,” says Zimmerman. “It’s a way for firms to share their message visually with the building’s surrounding community and provide employees with workplace amenities that are tied to the brand image and the firm itself.”

Zimmerman worked with essential oils manufacturer Young Living, for example, to integrate water features into its headquarters in Levi, Utah. “Our firm was called in to construct a number of captivating water features located in the building’s atrium and exterior areas, including a rock face cliff with waterfalls, a reflecting pool in the shape of the corporate logo, and an entertainment show fountain that shoots jets of water illuminated with the company’s corporate colors,” says Zimmerman. “These water features represent Young Living’s values and brand image of nature, vitality, health, and tranquility, and they convey those messages to everyone who sees them.”

This is becoming commonplace for tenants looking to translate a clear idea of their company and culture. “Corporate tenants that are focused on enhancing their marketing efforts through branding are drawn to landlords who understand the importance of branded amenities and are willing to work with companies on property-level branding efforts like these,” adds Zimmerman.

Office investors are also catching on. Investment in office space is targeting assets that allow tenants room to create bespoke spaces that can serve as a representation of their brand. “Office investors look to invest in assets that offer tenants something special and unique that sets the property apart, and branded amenities do that,” says Zimmerman. “Like corporate signage on a building, property-level branding transforms buildings into iconic landmarks and positions them as assets worth noticing, which attracts investors as well as tenants.”