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A Brand Worth Believing In

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How the Milwaukee Bucks Used Branding to Activate Their Corporate Headquarters

In our social media saturated culture, the number of followers a brand or company has is crucial. But the real question is, is it worth following? Worth believing in? Each generation approaches work differently. For Baby Boomers, work is largely viewed as a means to an end with money being the determinant of success. Younger generations, however, like millennials, are largely driven by having a sense of purpose in their work, being part of something bigger. They want to feel like their efforts and time are making a difference in the world. As baby boomers move towards retirement and younger generations enter the workforce, it’s important to recognize this mindset shift. With the right implementation of brand and interest in your culture, it’s possible to create the type of environment where people sing “We Are the Champions” in their heads as they walk through the office no matter the industry.

Building brand and activating culture is all about engagement. If employees feel a sense of purpose in their work and are connected to the brand they work for, a passionate, driven and engaged culture is activated. It’s a simple formula, but it’s a successful one. So how do we connect employees to a brand? There are lots of answers to this question, but I believe one of the most important ones is being transparent. Nowadays, people do the majority of their research on the internet. A company can craft a great image of themselves on their website, but if recruits show up for an interview and find reality does not match original perceptions, they can feel deceived, tainting their view of the brand. Everyone wants the “real deal.” On the other hand, if a recruit, or a client for that matter, visits a workplace and finds that it is, indeed, what they expected as the heart of the brand, reflecting the company’s beliefs and aesthetics, that consistency creates a basis for trust.

This was one of our goals when designing the corporate office of The Milwaukee Bucks. We wanted stakeholders to feel a sense of loyalty as they passed the wall of framed historic jerseys, employees to feel ownership as they meet in the conference rooms they helped name, and players to feel united with those working behind the scenes on their behalf as they see a cohesive brand, permeated throughout the architecture of their training facility, arena and office.

Curious to see for yourself? Watch this video to take a closer look at how the Bucks transformed their culture and space to reflect their brand.

Eric Romano, AIA, EIT, LEED AP

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