What Is the Role of Your Property in Building a Brand?

As the visible shell of your organisation, your HQ office building is paramount in reflecting your brand. The location, appearance, layout and decoration of the building all play a part in creating an environment that makes a lasting impact on visitors and clients. So which aspects should play a part in the choice of a building, and which can be altered and amended to tailor a space exclusively for your brand?

Size

Vital in selecting a location for a flagship building, a potential HQ should encompass predicted headcount increases. If your building is to build a reputation and with it local brand awareness, longevity is key. Too large and you run the risk of spiralling costs, but too small and you could outgrow the building before you know it. So use your relationship with property professionals such as Curchod & Co for advice on buildings that offer the scope for growth that is ideal for your organisation.

Location

When building your brand, profile is key. A well-situated building can support this. You should be easily accessible not only for your workforce but for visitors, clients and associates. To get this right, look no further than Surrey and North Hampshire. With business focussed towns such as Woking, Camberley, Farnham and Farnborough boasting excellent travel connections, your flagship building and brand is guaranteed to gain profile.

Decor

When so much of branding is visual, you can’t deny that the appearance of your building is pivotal in the perception of your brand. From the external maintenance of your building to the internal choice of colour scheme, signage and layout, your flagship building has the power to unify your workforce to a common goal. So kit out your office thoughtfully, with branding reflected in signage, artwork and lighting.

Corporate Mission

How can a building support a corporate mission? Surely it’s all about policy. Well, the building is an enabling force in any organisation. High levels of natural light have benefits to the focus and productivity of a workforce. Then there’s building shape. Tech industries are all about innovative organisational structures. So open and flexible interior layouts are vital in creating the kind of working space that enables these working practices.

Great Examples

The South East is a great place to look at buildings that have succeeded in using their building to reinforce their brand. Locations are key in their choices here. Surrey is fantastically well located with easy access to both Gatwick and Heathrow airports, Central London and the UK motorway network via the M3 and M25. The density of population here offers the scope for a highly skilled workforce, while the increased space compared to urban locations means that the needs of the business can be prioritised.

WWF (UK)

The Woking-based flagship UK office of the global charity, the Worldwide Fund for Nature is so innovative that it doubles as a visitor centre. The building has been engineered with sustainability in mind and nature at its core. It positively impacts the direct environment around the building and acts as an education facility for the next generation. In this way, the building itself supports the mission of the charity.

McLaren Group

Based both on the outskirts and in central Woking, McLaren Group has also chosen this well-situated location to lay down roots. The massive site for this organisation encompasses several buildings and includes a 20-year lease on the recently refurbished

Victoria Gate Building

This brand is all about innovation, which is reflected in the facilities of the buildings that they call home. Engineers and executives alike are supported in their focus and creative thinking by their working environment.

The Hub, Farnborough Business Park

The Hub is nestled in the heart of the Farnborough Business Park with great transport infrastructure and the UK’s prime business jet hub on the doorstep. This great-looking, listed Art Deco building is multi-let to a wide variety of tenants. The very well-connected location of the building means it continues to make an impression on companies of all sizes from start-ups to international corporates.

Whether a brand is already global or is being established and grown, a flagship building or hub is vital in presenting the identity of the organisation. By choosing the right location and scale of building, an office can positively impact the success of an organisation. So work with experienced professionals like Curchod & Co to get it absolutely right from the outset.

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