As I was unpacking boxes, lifting heavy furniture and contemplating the feng shui, it occurred to me that professional service firms spend a lot of time and money on their office space. And rightly so.
For companies with no tangible product to sell, it’s a crucial component of the brand.
For instance, when it comes to selecting an ad agency, office space always figures into the equation. The workspace is a tangible display of the agency’s creativity and “out-of-the-box” thinking. Or lack thereof.
Clients love doing business with people in cool offices. They want to go somewhere that feels different, better, or more energized than their own office. It’s an escape from their normal, day-to-day reality. Take a tour of Weiden & Kennedy’s Portland headquarters and you’ll see what I mean.
For architects the office is an everyday opportunity to show off their work. It’s exhibit A in the firm portfolio.
For attorneys it’s about showing off their ivy league law degrees and proving, somehow, that they’re worth $350 an hour.
Harry Beckwith, in “What Clients Love,” tells how State Farm Insurance chose a firm to handle a huge payroll and benefits contract. They looked at all the proposals, narrowed the field, sat through presentations and listened to pitches from several very capable companies.
Then they dropped in, unexpectedly. They walked through the offices, said a quick hello to their contacts, and chose the firm that “felt the best” based on that one visit.
The details matter… Location. Colors. Layout. Even the coffee you serve says something about your brand. Is your company percolating along on Folger’s, or is it serving up a hot shot of espresso with a perfect crema on top?
When was the last time you freshened things up around your office? Sometimes a good, old-fashioned spring cleaning is just what your people need to get reenergized… Rearrange the furniture. Paint some walls. Change up the artwork. Shuffle offices around. Freak people out!
And what about your website? Many professional service firms with Class A office space still have old, Class C websites. And these days, your site is probably more important than your space.
Ask yourself this: Is there a disconnect between what people see on your site and what they experience at your office? Be honest.
Many small companies that are genuinely warm and inviting in person maintain websites that are far too chilly and corporate. They’re trying so hard to look big and important they overlook their own brand personality.
And vice-versa. Banks, utilities and public agencies work hard to make themselves sound friendly and personable online, then disappoint everyone when it comes to actual human interaction. The customer service can’t live up to the brand promise.
Ideally, you want to align the look, feel and functionality of your website with the brand personality, culture and operation of your company.
Easier said than done.
You can’t just re-write the copy of the “about us” section and call it good. You have to go back to an honest assessment of your brand… To your core values and your main messages that always seem to get relegated to internal documents and forgettable, corporate mission statements.
That should be the inspiration for your website redesign, as well as your office revamp. Not the latest advances in widget technology or a new line of Herman Meyer office chairs.
It’s the message, stupid.
Getting the message right and communicating it quickly and clearly is the single most important goal for your website.
Far more important than impressing people with technology. (Unless you’re in the technology business.)
So before you sign a lease on a new office space or launch a website initiative, go back to your brand book for inspiration.
If you don’t have one, call me.