Abstract

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.