Space as an identity-forming feature of the brand or space branding
A strong brand strategy manifests authentic representation internally and externally. Space becomes meaningful as a stage for behaviour and expression: Space can be an expression of the lived corporate culture and identification with the brand.
Brands are abstract. Their identity is created by a multitude of contexts and in all points of contact with the brand. The sum of everything forms the essence and the personality of a brand. Ideally, a brand can be experienced in as many of its value dimensions as possible. Thus, when entering a company, the brand could become unmistakably visible and tangible. Far-reaching considerations are made as to how the keyboard of all available channels can be used to position a brand authentically. Missions, visions and philosophies are defined, manifested and strategists deal with the question: How attractive is the brand and what is the brand core? At what point and in what way can it be made effectively visible? This is where the view behind the obvious is to be directed. A strong brand strategy manifests authentic representation internally and externally. Space becomes meaningful as a stage for behaviour and expression.