Value-Added Design -- Establish a Brand and Relay Powerful Messages to Your Clients with Your Office Decor
In the real world, many people still consider nice interior décor a luxury item. That belief has quickly changed however in the residential market with the advent of home improvement and interior design programs which run virtually 24/7. Just like the celebrity chef phenomenon, on-air design personalities are becoming important and nearly everyone has a favorite show.
Today’s consumers are lucky because good design is available at nearly any budget. Having professional help with your décor can improve the end result as well as often provide savings and help avoid costly mistakes. In the design industry, many residential clients have figured this out and realized that having assistance can be a quick, easy and rewarding way to improve their homes. A large number of seemingly modest homes now benefit from professional assistance.
This approach can be less common among small business owners. With all the expenses a small business owner faces, office furnishing and décor may seem unimportant. However, those business owners might want to consider some help. Not only will a plan save money, enhance the workspace and improve employee morale and productivity, it can also help improve the company’s image, establish a brand and maximize marketing opportunities.
Your office sends silent yet powerful messages to your clients and your prospects. Are you successful, organized, image conscious, careful about details? Depending on your industry, these can be very attractive traits. Your office can say a lot -- either positive or negative -- about you and your business. Since this is one variable that is fairly easy to control, unlike many other aspects of the marketplace, it is in your best interest to make the most of your office space.
From a design standpoint, many business owners can start by incorporating the nature of the business into the office. Using the company logo and colors can help establish the "brand" of the business as well as give design direction. Not only does this begin to fixate your business in the client’s mind, it is comforting and appealing for him to see familiar images that present your company’s talents and culture.
For example, as the client drives down a busy street, heading to your office, he easily finds your location by recognizing your logo from a business card and seeing it on a sign outside of your building. He enters a door bearing your name and logo and already feels more comfortable with the business because of his familiarity with it. If the office space is tasteful and well decorated, the client is even more impressed and feels confident with the company’s level of service and attention to detail.
Additional touches, such as displaying mission statements, credentials and other professional items will help the client feel at ease in the office. These items, when attractively displayed, can fill bare space as well as inform the client of the scope and professionalism of the company.
I once visited a doctor that I had never used before. As I was waiting for him in one of the examination rooms, I noticed a large framed collection of copies of all of his diplomas and professional credentials. I thought this was a great idea. It attractively filled an otherwise blank wall and also assured me of his level of competence by representing his educational achievements and recognition bestowed upon him by his peers. Of course, the originals were hung prominently in the physician’s private office.
Other ways of incorporating your brand and image can be pulled from company activities to further your business opportunities as well as your design. I worked with a local company who had invested in high quality photographs of their properties. Rather than purchasing art, I selected the most appealing slides and had them enlarged and framed as a series. These photos looked great and really fit in the office. They gave pride of ownership to the employees and provided a conversation starter for visitors. They could also be used for informational purposes when discussing certain equipment and facilities and they showed the company’s abilities and provided evidence of their success.
Small businesses that don’t have this type of artwork at their disposal can just as easily create their brand and image. A decorator can use the company name and logo as inspiration and select an appropriate color scheme for the office to add visual interest and style without a lot of additional purchases. Paint, flooring, hardware and architectural elements can help set a mood, relay values, define areas and create an image for your business.
A decorator can do a great deal more than just order cubicles and chairs for your office. Business owners should consider the style of their office as an important aspect of their marketing plan and use their workspace to positively relay who they are to their clients, their employees and their prospects.
