Internal Branding and the Design of Workplaces

By Donna Wheatley.

Published by The Social Sciences Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Examination of the relationship between branding and the design of human environments is long overdue. This paper draws on architectural discourse, theories of workplace symbolism and new marketing strategies to examine the notion that buildings play a significant role in internal branding. Corporations are extending their branding efforts from external audiences (customers, clients and competitors) to internal audiences (employees). Academic research on architectural design does not yet make specific reference to internal branding in particular. This is especially curious given that people construct part of their personal identity from their daily surroundings, making the built environment an obvious vehicle for internal branding. Focusing on the workplace as a type of branded environment, this paper aims to close a gap between the design of space and the social science behind internal branding in an effort to argue that the economic pressure to brand could be used to bring about more engaging and attractive physical work environments.

Keywords: Internal Branding, Built Environment, Architectural Design, Branding, Workplaces, Environmental Psychology

International Journal of Interdisciplinary Social Sciences, Volume 3, Issue 11, pp.145-148. Article: Print (Spiral Bound). Article: Electronic (PDF File; 515.668KB).

Donna Wheatley

PhD Candidate, Faculty of Architecture, Design and Planning, The University of Sydney, Sydney, NSW, Australia

Donna is an architect and works as a consultant and researcher at a global architecture firm in addition to her PhD research. She has worked as a designer in a number of architecture firms and has tutored architectural design, theory and history. Donna is also completing a graduate certificate in innovation and enterprise in the Faculty of Economics. Donna is interested in bringing strategic thinking to the field of architectural design.

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