brand strategy comes first!

Design, Branding & Commercial Success... The Changing Marketplace

September 2013

Retail Design & Branding - Definitions

Staying Relevant - Market Trends

The Internet Effect

Russian Perspective Retail Case Study Shopping Centre Case Study

Employer Branding

Sustainability

The Changing Marketplace...

Page 2

v

“Commercial design without a clear, sustainable strategy is doomed to failure”

Design, branding & commercial success in a changing marketplace

Ego or ROI?

Design effectiveness or irrelevant cosmetics?

Page 3

SCG London: Who We Are

International strategic branding and design consultancy

We work in the retail, financial, real estate and corporate sectors

SCG London Page 14

We deliver a total customer experience

Retail:

From new start-ups to existing chains, niche speciality to large format stores, our work positively impacts on retail performance and profitability.

SCG London Page 14


Retail:


SCG London Page 14


Retail:


SCG London: What We Do

SCG LONDON SERVICES AND EXPERIENCE | REAL ESTATE BRANDING | PAGE 6

Our Include Brand Consultancy

ENGLISHISH

РУКОВОДСТВО ПО БРЭНДУ ЭНТУЗИАСТ ’04ENTUZIAST INTRODUCTORY BRAND GUIDELINES '04

ОСНОВНЫЕ ЭЛЕМЕНТЫBASIC ELEMENTS2.01

Логотип «Энтузиаста»The Enthusiast identity

Логотип может воспроизводиться в одном варианте двуцветной комбинации. Первичный вариант – Желтый на фоне Темно Серого цвета древесного угля или вторичный вариант Темно Серый на фоне Желтого.

Такое решение придает логотипу гибкость применения в разнообразных форматах и материалах. Следующие страницы предлагают руководство по расположению деталей, размерам и цвету для основных элементов, которым следует строго придерживаться.

ПРИМЕЧАНИЕ: Запрещается использование других конфигураций. Для вопросов воспроизводства рекомендуется обращаться к мастер копии.

The Enthusiast identity The identity may appear in one of two colour configurations. The primary colourway of Yellow out of Charcoal Grey or, the secondary colourway of Charcoal Grey out of Yellow.

This gives the identity a flexibility to operate over a range of different applications and materials. The following pages provide layout, dimensional and colour use guidelines for the basic elements and should be rigorously adhered to.

NOTE: No other configuration is permitted for application. Refer to master artwork for all reproduction purposes.

Первичный вариант логотипаPrimary colourway

Вторичный вариант логотипаSecondary colourway

РУССКИЙКИЙ



ENGLISHISH















ENGLISHISH















ENGLISHISH















ENGLISHISH













SCG London: Who we work for

SCG London Page 22

After

Before

Financial – Moskommertsbank

Achieving & maintaining marketshare and profit

Creating a first choice brand offerfor target audiences & users which is:

Relevant... Resilient... Sustainable

Page 7

The Business Challenge for retailers and shopping centres in an increasingly competitive and changing marketplace...

Differentiation...Are you a first brand choice?

What is your added value?

What differentiates you from the competition?

What are your rational and emotional attributes?

Page 8

Some Definitions

Design - originate, create, devise, conceive, plan

Retail design must be based on a commercial strategy

Branding - image and reputation development - matching dreams and reality - delivering the promise

Rebranding - reconceiving, rethinking, signalling change - real, not cosmetic ....

Real branding is not a cosmetic packaging exercise!

Define and agree a clear concept brief:

Create, communicate and design the desired brand experience that will meet (and ideally exceed) audience expectations ‘touchpoint synergy’

Achieve positive differentiation from the competition:memorable recognisable satisfying

The role of retail design... Understand current and anticipate future target market audiences’ needs and aspirations

objectivesstrategyconcept scopeimplementation

Brand Strategy - Commercial Design Criteria

Brand/Business Vision - Market Opportunity - Aims, Audiences

The Proposition - Places/Products/Services/People

The Delivery - Media...Formats...Multichannel - Stores...Showrooms...Centres

Differentiation - Success Factors/Attributes - Competitive Edge Criteria - Added Value Perceptions - Rational & Emotional

What is the concept brief?

Retail Design is a Creative Balancing Act...Operational Trading

Page 12

Trading IssuesImage ... profile

Personality...style

Look and feel

‘emotional’ - intangibles

Operational IssuesCost... time.. quality

Flexibility and durability

Management resources

‘rational’ - ‘measurements’

products... services.. environments... communications

future proofing... sustainability

“Spending money where it counts”

Commercial and Creative Strategy Components

word of mouthsms

advertisingdirect marketing

website social media

promotional publicity posters

street signs

customer journeyanticipation

moments of truthlayout

environmentproducts

stafffacilities

exit experience

collateralbagscards

leafletsassurance

memories reminderstriggers

after service

Brand Touchpoints

Rethinking opportunities...Reinventing experiencesRebranding:

Brand Synergy

Awareness... Promise Customer Visit... Journey Afterglow... Satisfaction

Post recession - Consumers are more savvy and demanding

Want real ‘valueExperience... Quality... Price

Convenience is KingConvenience... Micro retail growth

Technological innovationSelf service...Self scanning...Smartphones...

Staying Relevant - “The New Normal”

decline of hypermarket

less wastage

e-& m commerce more private label

pressure on traditionals

income polarisation smaller households

loyalty pushincreased effciency

more city centre locations

ageing society in western markets

lower incomes

pressure on impulse purcahses

fresh marketing

Staying Relevant - The Internet Online retail has put the consumer in control... Online sales are set to increases in all sectors... ‘e’ and ‘m’ growth‘Click & Collect’All retailers are multi-channelUltimate ‘convenience 24/7’

“Apps are the new high street”Staying Relevant - The Internet

Staying Relevant - Multi Channel

“the seamless customer experience”

Instore / Catalogue / Phone / Online

Research... Compare... Buy... Receive... After Service

The growth of private label sharper competition with brands

Tiered quality ‘choice’ geared to consumer ‘Value’ to ‘Finest’

Unique products Great ‘exclusivity’ advantage for retailers, whether fashion department store or food, homing/DIY etc

‘Value’ with values Reinforces retailer credentials

Staying Relevant - ‘Own Brands’

Staying Relevant - Exclusive brands

Social Media Challenge

“A brand is the sum of all conversations happening around the brand”

Relevant or Obsolete?

Staying Relevant - Convenience retail

•Smallerstores-topupshopping

•Quickerservice

•Specialisationbymultiples

•Onlineshopping

•Peopleonthemove

•Car/petrolstation

•Railway

•Airports

•Local

•Communitystore

24 Hours

Staying Revelant - On the go

Stations

Petrol Stations

Ticket offices

Kiosks

Fresh food on the go

Staying Relevant - Convenience as you want it

Community cafe/ food

High quality top up food

Seating and social

Value

Local independents

Symbol brands

Staying Relevant - Internet convenience

Local but in your pocket

Service based offersOrder/Pickup - food tickets, mailservices, fulfillment, meals

Free newspapers

Online retail and media

Staying Relevant - “Food to go”

Own label control

Specialists

Established brands

Brand authority

Symbol groups - value and independents

Communication quality - value and care

New roles

Multi channel hub ‘Experience’ .. ‘convenience’ ... ‘destination’ Size ... Format .. Location ... Number...

Trend - achieving the right size ‘estate’

Less space expansion to drive growth

Differentiated store experiences... worlds

Implications for Store Design - Developed Markets

Dixons latest store concept - UKmaking shopping fun...

Dixons

Turn Experiences into sales

Turn Experiences into sales New Jumbo concept store - Netherlands

shoppers choice - to buy the prepared dish or take the ingredients to prepare at home or eat in house

A passion for food ... specialist food areas

A Russian Perspective

Fast Changing Market

The ‘Russian’ Market

Brand Russia

Investment Boom

Moscow

Moscow - 12m+ population

20 years building programme

Consumer BoomPre crisis 30 years in 3 years ... Retail market revolution from open markets to modern retail

2009A dose of reality: tough times consumers and retailers in survival mode

2010 - 2013Russia becomes the biggest retail market in Europe... International retailers vs fast developing locals Emergence of affluent middle class

Challenges - society & culture Reality - Wealth extremes... security... social tension

- Accelerated consumer needs and aspirations

- Growth of nationalism and pride

Russian Retail Market Development

Phase One - Getting up to speed - adapting western standards and practices

Phase Two - Creating ‘Adding Values’ - differentiation... personality / profile

Phase Three - Post Crisis - More demanding & aware consumer - price quality service - Social media challenge - multi channel / online retail - Growing recognition of ‘Employer Branding’ - attract and retain best staff creating positive internal brand culture as ultimate market differentiator - New Values - corporate goverance... sustainability

Case Study - Select 25Mass Market Shoe Brand

Page 40

Select 25 - The Brief

Brand OverviewThe objective is to create a new private label shoe brand for the mass market.

The brand will appeal to a wide audience (men and women 16 – 38 ) and will be targeting those who want to look stylish and contemporary but at the same time are price sensitive

The stores will be 200 – 250 sq m and will be located in Russia (mainly Moscow).

The ratio of female/male shoes in stores is 80% / 20%. 10% of the product mix will be dedicated to accessories.

Select 25 - What the brand is about

Select 25 - Target audience General characteristics

Age: 16 - 38

Gender: Male and Female

Income: up to 1000 USD per month

Benefits sought: To look fashionable and beautiful without spending too much money

Motivation to purchase:

Purely impulse purchase (due to affordable prices) – “I saw a pair of shoes in the window and I just loved them, they were not too expensive so I bought them straight away”.

Pre-planned, for the occasion (work, party, everyday comfortable shoes, seasonal boots etc) – “I need a matching pair of shoes for my birthday party outfit”, “I need a new pair of shoes for my work”

Bargain hunters – “I couldn’t resist the price”

Fashion victims – “I want to stay trendy and fashionable and I always buy the latest season models, what is fashionable”.

Target group segmentation by age and gender:

Segment 1: Girls 16 – 25, 50%

Segment 2: Girls 25 – 38, 30%

Segment 3: Men 18 – 35, 20%

Select 25 - Core target audience Young girls 16-25

• They still study or just finished studies, this is why they have relatively low disposable income.

• Their expenditure is concentrated on personal appearance particularly clothes and shoes.

• Key motivation for purchase - to be fashionable, popular and personally attractive, style is more important than quality.

• They are influenced by other and make purchase decisions based on what everybody else is wearing. Following trends and looking good helps them to become more confident.

• They like going to cinemas, to coffee shops with friends, reading glossy magazines, watching TV, they are obsessed with celebrities

Select 25 - Core target audience Young women 25 -38

• They are working in the office, have a husband a probably a child

• They are busy with their family life, like cooking, occasionally go to restaurants.

• They are practical, price/quality is more important than style for them when buying a pair of shoes.

• Buys for herself and sometimes for her husband.

• They are less influenced by the opinion of the other people but they are looking after the trends on TV and im magazines. They are sociable so they like to discuss their most recent purchases with their girlfriends.

• Try to look fashionable and are lelegant but choose more conservative style.

Select 25 - Core target audience

Young men 20 – 38

• Accompanying boyfriends and husbands on joint shopping trips with their girlfriends and wives who often influence product purchase.

• Men (mainly single) who are willing to look stylish and trendy in everyday life but have limited budgets.

Select 25 - Store design key principles

• Simple and eyecatching shopfront to attract and entice the customer.

• Accessible store design.

• Contemporary, fashionable, enjoyable shopping environment

with dramatic features, confident use of colour.

• Strong visual merchandising as the key tool to motivate impulse purchases.

• To be contemporary, fashionable and bright with a self service format.

“We want this shop to be a destination for shoe lovers who want the latest styles and trends for less.”

Page 47

Select 25 - Name Requirements

• International but easy to read in Russian

• Short

• Brings associations with fashion, style

• Not too sophisticated / premium

• Not too feminine

Page 48

Select 25 - Name strategy... Fashion

La modaBelleBon TonVia DesignStylo / Stilo (style)Mia ModaaStilissimo

Select 25 - Name strategy - Colour / Dynamism VibeZestMosaicAzureAmberAquarelleDeep BlueAccentoPulseDazzleMojoVivaFusionBuzzIndigoCerise

Select 25 - Name strategy - Imaginative words

AdoraBlizzBraviBujiCarmelCarraraChiChiIggyVizzRubisSavviMimiSollioBriozo

Select 25 - Benchmarking store front

Simple frontage with bold graphic

Playful shapes

Simple colour use

Clear in-store vision

Eye catching and playful use of type

Quirky communication

Select 25 - Benchmarking perimeter / mid floor

Mirrored unit ends Product densityColoured shoeboxes create personality

Use of large scale graphicsHigh density product wall with cross merchandising Bold use of shoeboxes creates individuality

Product density with varied unit heights

Creating height, elevating a product

Highlighting product

Select 25 - Benchmarking shoe & boot merchandising

Recognizable texture Brand wallpaper Use of mirror

Fashion orientated photographyUse of communication to ‘story tell’

Select 25 - Benchmarking cash desk / seating

Lightweight giant louvres as ceiling feature

Ceiling raft with recessed track & spots

Open cell

Painted ceiling Barrisol Suspended ceiling blocks Linear fixtures

Feature lighting

Select 25 - Benchmarking lighting & ceiling

MAIN RETAIL SPACE 201,842 sqm2OVERALL: 235,783 sqm2

FUTURE DEVELOPMENT INCREASE OF MEN CATEGORY

WOMEN80%

MEN20%

SEASONAL

STORAGE33,941 sqm2

80% WOMEN

20% MEN

CASH DESK

SEASONAL

CUSTOMER JOURNEY-WOMEN

CUSTOMER JOURNEY-MEN

STORAGE SPACE33,941 sqm2 TBC

WOMEN70%

MEN30%

NOTE: 10% of the product mix will be dedicated to accessories through cross merchandising

Select 25 - Zoning

MOST RECENT‘WHAT’S HOT’

BALLET FLATS

BOOTS-ANKLE/KNEE HIGH

FLIP FLOPS

WORKWEAR PARTY WEAR/SMART

FLATS/CASUALS SANDALS

SNEAKER/SPORTY

ACCESSORIES

SALEHAPPY HOUR/END OF LINE

Select 25 - Key product categories (woman)

SALEHAPPY HOUR/END OF LINE

MOST RECENT‘WHAT’S HOT’

BOOTS-ANKLE

FLIP FLOPS WORKWEARCASUALS

SNEAKER/SPORTY ACCESSORIES

Select 25 - Key Product Categories (men)

NOTE:Shoebox sizes depends on shoebox type

Approximate sizes are as follows:

Ladies’ Shoe Box29.5cm x 9.5cm x 18cm Mid Calf Boot Box36.2cm x 28.7cm x 11.7cm

Knee Length Boot Box53.2cm x 29.2cm x 12.4cm

Men’s Shoe Box34cm x 13cm x 21cm

Select 25 - Shoebox types

Option C

Option A

Option D

Option B

Select 25 - Bold, approachable with personality

Select 25 - Strong symbol - Iconic & Graphic

Shopping Centre DesignCreating destination brands Staying relevant

Page 72

New roles, new thinking

“A place where people want to be” ...again and again

In Turkey you are lucky...at the moment but wait!

Real estate developers in the UK face an empowered consumer and many are in trouble!

Shopping Centre Design - Staying Relevant

Destinations where people meet, eat, relax, indulge, work, rest and play... and shop - a community venue promoting wellbeing and lifestyle activities...

The market used to be developer led, now it is consumer led...retailers demanding the right space in the right location to meet their customers’ needs

Developers, managements, architects, designers and marketers need to understand they are creating destination brands and environments that create unique experiences to capture hearts and minds

Staying relevant - changing market dynamics

As a destination brand a shopping centre must:

Create added value experiences for visitors and shoppers

Optimise tenant sales performance

Achieve highest rental yields and maximum commericial income

Enhance capital value and ‘sellability potential

Page 75

Centre Brand Challenge

Image and reputation

Known for attributes...?

Creating a first choice perception for target users and audiences

Ongoing challenge – sustainability! Maintaining a WOW factor - visit after visit...

Creating a WOW factor for centre target audiences

Shoppers/Visitors

Tenants/ Investors/ Owners

The Community Stakeholders/ Politicians

Interest Groups/ The Media

Staff, Partners/ Suppliers

WOW Factor Experience: Brand Ingredients

Location

Tenants

The Brand

Target catchments…

Accessibility...Visibility...

Relevant Profile…Formats…

Services...Facilities...

Name…Identity…Vision…

Message…Visual and oral

signatures and applications

Marketing and Communication

Venue Design

Digital…Print...Events…

Activities…Social media…

Website…Advertising...

People…Services…Suppliers…

Shared vision and values Management Culture

Site...Architecture…Environments…

Circulation...Zoning...Decor…

Lighting…Signage…Graphics...

WOW Factor Experience: Brand Ingredients

Page 79

Case Study - Kaleidoscope

Moscow Shopping Centre

Page 80

“Exceptional place brand experience”

Before we started...

A vision to turn a sterile site into a first choice place to be...

The vision realised...

A name and brand identity to inspire

Creating a logo concept.

The final logo and message “Always Different, Always Yours”

Kaleidoscope, December 2008 5

Вход в метро

Центральный тотем

Рекламный тотем

Пространство для проведения мероприятий

Обзор местностиSite Overview

Creating a community destination hub

bus stops

stage

seating

raised viewing levels

tenant totem

tenant totem

retail units

metro

SCG LONDON8 Plato Place72-74 St Dionis RoadLondon SW6 4TU

t +44 (0) 20 7371 7522www.scglondon.com

SITE LAYOUT PLAN

Client: Status: INFORMATION

Drawn by: Authorised by: Project No:

Drawing:

Contract:

For information onlyDimensions to be verified on siteAll measurements are in millimeters

Notes:-

Specification:-This drawing is the copyright of SCG London.Figured dimensions to be taken in preference to those scaled. All

dimensions to be checked on site before any work proceeds. The contractor is to provide full size setting out drawings based on the

information contained in this drawing for the designers approval

prior to commencing manufacture. The drawing is issued on the condition that it is not reproduced, retained or disclosed to any

unauthourised person either wholly or in part without the consent in

writing of

Drawing No:Date: Revision Comment Date Auth.Revision Comment Date Auth.Issue:Scale: Print size: A3

NOTE: DRAWING PROVIDEDFOR INFORMATION ONLY

A3=1:500

AND

KALEIDESCOPE

RRHRRH

17-02-09 548 A0-01

548

A5-03

01

A5-05

01

A5-02

01

A5-02

01

A5-01

01

INFO

EntranceTo the shopsEntrancePay Station

Please Pay Here.

Car Park Tarif:upto 2 hours Free.-

2-3 hours 75.-

3-4 hours 150.-

4-6 hours 500.-

6+ hours 750.-

Please pay for parkingat Pay Stations beforeexiting the Centre

ELEVATED SECTION A-A

Plan Legend - Car Park Level 1 A

A

B B


A

B B

Thank You.

Парковка Car Park Section, Plan and Entrance Principles


ZONE

MZONE

MZONE

MZONE

MZONE

MZONE

MZONE

M

ZONE

CZONE

C

ZONE

C

Длинная Секция Long Section


EntranceTo the shopsEntrancePay Station

Please Pay Here.

Car Park Tarif:upto 2 hours Free.-

2-3 hours 75.-

3-4 hours 150.-

4-6 hours 500.-

6+ hours 750.-

Please pay for parkingat Pay Stations beforeexiting the Centre

ELEVATED SECTION A-A


A

B B


A

B B

Thank You.

Парковка Car Park Section, Plan and Entrance Principles


Creating effective zoning

Distinctive architecture - local landmark

FURTHER DEVELOPMENT | KALEIDOSCOPE | PAGE 15

Wayfinding totem

Туалеты

БанкоматИнформация

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LEVEL 1

TENANT NAME TENANT NAME



TENANT NAME TENANT


TENANT NAME TENANT



TENANT

TENANT NAME TENANT


TENANT NAME TENANT


TENANT N


TENANT NAME TENANT




TENANT NAME TENANT


TENANT NAME TENANT



TENANT

TENANT NAME TENANT



TENANT NAME TENANT


TENANT NAME TENANT


TENANT

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TENANT NAME TENANT


TENANT N


TENANT NAME TENANT



TENANT N

TOILETS

ESCALATOR

ELEVATOR

Digital totem - a local landmark... icon

Marketing channels synergy

Kaleidoscope project overview 42

WebsiteHomepage


WebsiteContent pages

Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved.

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Opening TimesMonday 9.30am – 8.00pm

Tuesday 9.30am – 8.00pm

Wednesday 9.30am – 8.00pm

Thursday 9.30am – 8.00pm

Friday 9.30am – 8.00pm

Saturday 9.00am – 8.00pm

Sunday 11.00am – 5.00pm

Bank Holidays 10.00am – 6.00pm

Three MusketeersRated: 12ARelease Date: 12/10/11View Trailer

Rated: URelease Date: 07/10/11 View Trailer

The Lion King 3D

Find out more here

What’s on Coming Soon

Catch up on our exclusive winter catwalk show and behind thescenes action from Karen Millen.

CatwalkShow

Book Now

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AnonymousRated: 12ARelease Date: 28/10/11 View Trailer

Rated: TBCRelease Date: 04/11/11View Trailer

Tower Heist

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At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium volupta-tum occaecati cupiditate provident.Similique sunt in culpa qui. READ MORE



Menu Events

Cinema

Kaleidoscope Mall

Tenants

Gallery Brands

Services

Leisure and Entertainment

Photo Gallery

Videos

Write a letter

Getting Here

Contact

Leisure

Ice Skating

Bowling

Kids Club


Sign UpNewsletter GOSearch


Opening TimesMonday 9.30am – 8.00pm

Tuesday 9.30am – 8.00pm

Wednesday 9.30am – 8.00pm

Thursday 9.30am – 8.00pm

Friday 9.30am – 8.00pm

Saturday 9.00am – 8.00pm

Sunday 11.00am – 5.00pm

Bank Holidays 10.00am – 6.00pm

By Metro

accusamus

dignissimos

ducimus qui

blanditiis

praesentium

voluptatum

By CarAt vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum occaecati cupiditate provident.Similique suntin culpa qui.

By Bus

X59, X91, 289, 234, 500, 345, 845At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum occaecati cupiditate provident.Similique suntin culpa qui.

WalkingAt vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum occaecati cupiditate provident.Similique suntin culpa qui.

At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum occaecati cupiditate provident.Similique suntin culpa qui.

Monday - Sundaydignissimos 0.00ducimus qui blanditiis 0.00qui blanditiis 0.00qui blanditiis 0.00dignissimos 0.00ducimus qui blanditiis 0.00

Menu Map

Car Park Rates

Getting Here

Kaleidoscope Mall

Tenants

Gallery Brands

Services

Leisure and Entertainment

Photo Gallery

Videos

Write a letter

Getting Here

Contact

Marketing channels synergy


Environmental promotionAdvertising kiosk


Promotional - seasonal campaignsAutumn

осенние открытияв Калейдоскопе


Promotional - seasonal campaignsWinter

Distinctive advertising image


Kaleidoscope characters - Skopi familyThe family

S

Боулинг клуб

Билеты - Цены

Взрослый билет(1 час) – 300 рублейДетский билет(1 час)- 200 рублейБилет для членов клуба(1 час)- 150 рублей

Добро пожаловать в боулинг

Bowling clubМишкин клуб катания на коньках

Ледовая А

рена

СТАРТ

представляет:

Игра

Боулинг клуб

Билеты - Цены


Добро пожаловать в боулинг

Bowling clubМишкин клуб катания на коньках

Ледовая А

рена

Добро пожаловать на катокПривет! Хочешь со мной покататься?Записывайся в детский клуб катания на коньках «Калейдоскоп».Вся информация на стойке регистрации.

Прокат коньков

Прокат коньков – Цены


Клубная картаМишкин клуб катания на коньках



Ледовая А

рена

Ледовая А

рена

Memorable characters

A stunning launch - December 2012

Memorable interiors

Dynamic easy circulation

Contemporary decor, different moods and zones

Simple effective navigation

A place where people want to be...

Employer Branding Do your people make the difference?

Page 101

“Creating a positive brand experience for all customers involves everyone but nobody is responsible”

Successful differentiation between companies is increasingly based on their people

Looks can be copied...developing a successful internal brand culture takes time and effort

Design represents positive change... a motivational people development initiative or wasted opportunity for engaging and inspiring A company’s external customer face and experience needs to be a reflection of the organisation’s internal culture, personality and values

New Values – Employer Branding

‘Our people make the difference’ … do they?

People - an increasingly important differentiation factorConsumers increasingly aware of the wider context - how companies treat theirpeople

People - an increasingly important differentiation factor Consumers increasingly aware of the wider context - how companies treat their people and suppliers

‘Our people make the difference’ ...do yours?

Design and brand development ideally involves key cross departmental activities from marketing to real estate, IT, HR, operations...

Employer Branding

Page 104

Achieving ‘added value’ - reputation and ROI

communications buyersprocurement logistsics sales

ITreal estate marketingoperations human resources

Creating the brand experience - for customers and employeesEffective management organisation

Departmental activities / functions

Marketing StoreService Internet Workplaces

Department collaboration? Teamwork = Synergy

Team synergy = efficiency = optimum performance

Organisation challenge - achieving culture change

Removing internal barriers

peoplepowerprocedurespolitics

‘silo mentality’

Information is power

Effective communication strategy and design!

How consistent are the messages we are communicating internally and externally about our organisation as a place to work?

What are the most effective channels of employee communication, both top-down and bottom-up?

Which employee positions are most critical to our success and what are we currently doing/need to do to attract, engage, and retain them?

Design Strategy Success = A Positive Brand Culture?

Designing A Success Culture...

What kind of culture do we have? How consistent is it across geographical and divisional boundaries?

What behaviours are most characteristic of our organisation? the most rewarded? the moments of truth when the organisation is at its best (and worst?)

True ‘sustainability’ means providing physical and virtual venues and experiences that meet the functional and emotion needs of their users and customers

‘Green’ certifications are irrelevant if the buildings which people do not want to live/work in, visit and enjoy

Design that appeals to the head and the heart!

A Word About Sustainability

Design, Branding & Commercial Success in a Changing Marketplace

“Commercial design without a clear, sustainable strategy is doomed to failure”

Ultimate success is based on engaging the hearts & minds of your customers and your staff... through effective design and real brand synergy!

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SCG London 8 Plato Place72-74 St Dionis RoadLondonSW6 4TU+44 (0) 20 7371 7522

Turkey Representative ISIL KUSOGLU

[email protected]: +44 (0)20 7371 7522 M: +44 (0)780 0793 456Skype: scglondonturkey

Chairman CLIVE WOODGER

[email protected]: +44 (0)20 7371 7522Skype: [email protected]

Yolunuz açık olsun!

brand strategy comes first!

Real Estate