Foundations of style: crafting brands in the built environment
Comments Off on Foundations of style: crafting brands in the built environmentSay the word “brand” and you’d be forgiven for thinking, “what does that have to do with real estate?”. Branding and all its connotations are so often thought of in relation to big, shiny consumer products; the latest tech; the most expensive trainers or handbags.
While we might have brand loyalty to our favourite fruit-named phones, how do we begin to translate this loyalty into the built environment?
In recent years, commercial real estate has really had to work hard to foster that sense of loyalty. The curveball that was the Covid-19 pandemic threw the sector into a state of disarray as occupiers were forced to rethink their allegiance to their office footprints and ask themselves if leasing X sq ft of space really made sense.
The result? Landlords have had to up their game.
Developing a resistant and compelling narrative around what they can offer occupiers has seen landlords lean into their creativity in order to acknowledge the important role a space has in fostering a sense of productivity and enjoyment. Now more than ever, occupiers are looking at offices asking; does this mirror the culture and experience I want to create for my company? This is a particularly salient question for growing companies who are looking at multiple spaces. They want to be confident that the standard of experience they get is replicated across a landlord’s portfolio.
So how do landlords ensure what they offer is a cut above the rest? Technology has a fundamental role to play here. Every touch point between the landlord and occupier needs to be seamless; from the onboarding process to working across multiple buildings, from monitoring occupancy level data and organising in-office events; the technological foundations of the building have to be resilient and nimble enough to support these requirements.
In the UK, Derwent, is an example of a landlord merging the physical and digital across their portfolio to better serve the end user. Their two D/L members’ spaces in Fitzrovia and Old Street, London, have a distinctive sense of design and quality that comes from the characteristics of the space. This unique sense of identity is also reflected in the technology set up that is both distinct and seamless across their whole estate. As a result, Derwent’s customers associate the Derwent brand with an extremely high specification of physical space as well as an enriching tech experience.
This integration of physical space with digital innovation creates an environment that not only meets the immediate needs of occupiers but anticipates their future requirements as well. By leveraging smart technology, such as data-driven building management systems, landlords are able to offer a highly adaptable experience that evolves with occupier preferences and business needs. Whether it’s optimizing energy use, providing seamless connectivity, or offering tailored services, the thoughtful application of technology enhances both the functionality and the atmosphere of the spaces, helping tenants thrive in a modern, agile work environment.
The result is a dynamic, responsive and trusting relationship between the landlord and its occupiers. Real-time insights into the everyday patterns of behaviour in the building mean that landlords can act faster to process and improve, creating a positive feedback loop to improve the satisfaction of building users, and therefore reinforcing their brand in a competitive landscape.