A Year to Better Position Your Brand

Monday, January 18, 2021

A Year to Better Position Your Brand

By Gina Harris, MBA

In unprecedented times like these, many business leaders are seeking guidance now more than ever and are hesitant to make their next move.  However, it seems that some businesses confidently thrive regardless of the situation.  What truly distinguishes the two?  One core characteristic of an organization that tends to thrive in tumultuous situations is strong branding.

In an article from Tribune Publishing, entitled 6 Steps to Make Your Business Thrive During Tough Times, Denise Grothouse explains, “The foundation of your brand reflects the roots of your organization.  A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.  It is not simply your product, your logo, your website, or your name.  It separates powerhouse and mediocre brands from each other.  In times of uncertainty, it provides guidance and wisdom to thrive.”1

According to marketing titan, HubSpot, your brand is arguably one of your organization’s most important assets.  Their “Ultimate Guide to Branding” notes that branding gives your business an identity, makes your business memorable, and ultimately, can be the deciding factor for consumers.2  One key takeaway is that branding requires constant upkeep.  While frequently re-branding is not necessary, constant brand development is crucial.

While frequently re-branding is not necessary, constant brand development is crucial.

A brand encompasses intangible attributes like company identity, personality, and experience as much as visual assets like logos and colors.  Branding also extends to your company culture and corporate architecture.  Most organizations have a logo, a website, and several social media accounts, but few have fully utilized their company architecture as a competitive advantage by ensuring that this highly visible company landmark is consistent with their brand image.

What does your company architecture say about your brand?  Is it sending a consistent and accurate message to your clients and employees?  Is your current workplace set-up ideal for the ever more digitally dominated marketplace?  Does it emphasize safety?  Are current and potential employees as productive as they can be with your current office set-up as they have been while working remotely?  Are employees happy with the current officescape now that they are comparing it directly to the comforts of home?  These are some of the questions that businesses should be thinking very introspectively about right now.

Investing in your company’s brand image can show your customers strength and adaptability. 

Organizations everywhere are looking to make to most of the opportunities that a new year brings – a new year that hopefully holds more promise than last.  But the reality of the situation is that for most, revenue is still down, budgets are still tight, and capital improvement projects are still on hold.  If your company has been idling, now is the time to make strategic moves.  Investing in your company’s brand image can show your customers strength and adaptability.  Making improvements to workspaces can help you retain and attract employees by demonstrating that you can adjust to outside influences confidently and nimbly.3 

Architectural industry professionals, Leslie Lok and Sasa Zivkovic tell Architect Magazine that 2021 will bring many “opportunities to engage in various scales of renovation projects.”  Keep in mind that an architectural investment does not have to be a multi-million-dollar new build.  “Architects and designers can offer smart and integrated ways to maximize space…”4 Whether it is the renovation of an existing office or underutilized space, floor plans and layouts can be adjusted to new workplace needs.  Remodels, renovations, and restorations can take many forms and come in at all different price points.  Companies can better position themselves at this time by finding new function through renovation, discovering energy efficiency gains through restoration, or making meaningful brand connections to employees and customers through modern additions or remodels.  Organizations can utilize architectural and interior design upgrades to gain a competitive advantage over their competitors.

At Paragon, we recognize that architecture is a highly visible component of branding and corporate culture, and we have an opportunity to help our partners maximize their investments.  We partner with corporations, public entities, and health centers again and again, because we recognize that community enrichment and revitalization will lead to happier and healthier citizens, and more productive economies.  So whether you are looking to update the exterior façade to match your updated brand image, renovate internal offices with collaboration spaces, or design a new facility from the ground up — when you are ready to talk about your next project, give us a call and we’ll take action together.  Our architects and interior designers are passionate project managers, ready to advocate your vision from the first sketch to your final phone call—and beyond. 
Ready to learn more?  Contact our team.


1Grothouse, D. (2021). 6 steps to make your business thrive during tough times. The Morning Call. Tribune Publishing. Retrieved from https://www.mcall.com/business/mc-biz-tough-times-thriving-20200723-i7ttxdfvurc7xmkcydnjq2yudy-story.html

2Decker, A. (2021). The Ultimate Guide to Branding in 2020. Retrieved 14 January 2021, from https://blog.hubspot.com/marketing/branding

3Harris, G. (2021). Attracting & Retaining Top Talent: Architecture as a Competitive Advantage for Recruitment [Blog]. Retrieved from https://www.paragonarchitecture.com/attracting-retaining-top-talent/

4Lau, W. (2021). The Tech to Expect in 2021—and the Impact of 2020. Architect Magazine. Retrieved from https://www.architectmagazine.com/technology/the-tech-to-expect-in-2021and-the-impact-of-2020_o