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Design Matters: A brand, its personality and the workspace

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dc.contributor.author Gibson – van der Walt, Kim
dc.date.accessioned 2021-03-23T10:55:13Z
dc.date.available 2021-03-23T10:55:13Z
dc.date.issued 2020
dc.identifier.uri http://iiespace.iie.ac.za/handle/11622/407
dc.description.abstract This research explores the role of brand personality in workspace design in order to create differentiation through the case study of an organisation. There are several studies on the future of the workspace, workspace design and linking productivity and brand identity, but few white papers that link the concepts of design and the application of brand personality within corporate workspaces. This qualitative research fills a gap in the knowledge about the application of brand personality within workspace design to create distinct brand differentiation; creating a competitive advantage and developing a culture with a sense of self-congruency and alignment of purpose through an organisation’s employees and stakeholders. Brand personality is researched within the context of the brand identity system. Brand personality forms part of the heart and soul of the brand and is the one internal attribute that helps define a brand image through the conceptualisation of an organisation’s personality traits. Brands develop traits through the way in which they communicate about their products or services and mimic human characteristics (Kapferer, 2003). The research explains why design matters in the new evolving world of work; where the physical layout of workspace has evolved to emulate the complexity of contemporary work and the transient nature of modern employment. It also discusses how interior design – and more specifically how brand personality – may be delivered through workspaces to highlight the brand values and uniqueness of an organisation. Throughout the review of the literature and the exploration of the case study, workspace branding is considered as a focused, user-centric strategy that encourages brand affiliation through positive perception and the alignment of personal aspirations. This is demonstrated by using the social identity theory and the brand personality trait model as a framework for the discussion. Office interior design may offer the opportunity to demonstrate a customer journey or feeling. Such a narration of brand values and experiences can allow organisations the opportunity The Independent Institute of Education 2016 11 to develop recognisable identities and distinguish themselves from the competition. Design might mirror and influence the ‘pulse’ of an organisation through its organisational processes and the internal culture of a brand, which in turn, can support dynamic working- and agile design. The study is an exploration of a design model overlaid against branding models, exploring the combined ability of branding and design, in enhancing the employee experience through inspirational workspaces and the role that these spaces play as catalysts of change. The concept of brand differentiation is explored; to define its meaning and relate its importance to workspace design within an organisation. This study further explores the reason why workspace design and branding represent critical roles of cultural maintenance, the development of relationships (socialisation), and innovation through shared, generative type work (collaboration) against a landscape of shrinking corporate spaces. Many will be working from home or will return to the office for a portion of the time that they previously spent there. Whether the workspace can provide a source of differentiation even though it might not be the primary place of work, remains a question. en_US
dc.language.iso en en_US
dc.publisher The IIE en_US
dc.subject Brand personality en_US
dc.subject Workspace design en_US
dc.subject Brand identity en_US
dc.subject Corporate workspaces en_US
dc.subject Brand differentiation en_US
dc.subject Interior design en_US
dc.subject Social Identity Theory en_US
dc.subject Design en_US
dc.subject Brand narration en_US
dc.subject New world of work en_US
dc.title Design Matters: A brand, its personality and the workspace en_US
dc.type Thesis en_US

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