Brands must do more than “just say the right thing” — they must deliver on their promise to the greater public. Companies and organizations are connecting with their audience through more outspoken public stances, and they’re being rewarded with increased customer loyalty and more passionate employees.
Brands must keep promises, not just make them.
During the protests of 2020, many companies pledged to confront social issues and contribute to solving them. Consumers and employees took notice — and they still haven’t forgotten. Such promises cannot be treated like just another marketing campaign; brands must follow through on their pledges to help fix longstanding inequities.
Organizations will be expected to show their impact.
Millennials and Gen Z expect companies to clearly demonstrate their public purpose, so brands are increasing transparency and showing measurable accomplishments to cultivate trust from the communities they serve. In addition, an organization’s facilities, company culture, and products must visibly champion issues of public concern, from climate change to social equity.
Engaged employees will define your brand purpose.
Brands are built from within. The culture of an organization, whether product or service-oriented, drives reputation. A strong company culture strengthens a brand’s purpose and builds community inside and out (internally and with customers).
Brands will continue to find value in brick-and-mortar experiences.
Brick-and-mortar is not dead. Online spaces are great to reach a wider audience, but the most effective brands are using their digital presence as a segue to real-world experiences. Companies and organizations are maximizing brand engagement by designing their physical spaces to incorporate digital experiences.
“A majority of consumers — and especially those in the Gen Y and Z cohorts — expect brands to be rooted in a greater purpose and companies to make their commitments known in multiple ways.”
—“Generation P(urpose),” Accenture
Why Physical Brand Experiences Are More Effective
By manifesting a brand’s vision and values within the workplace, employees understand the company’s soul, connect with its purpose, and become its champions.
Building Brand Impression Through the Power of Memory and Multisensory Experiences
Here are three considerations for brands to tap into the power of memory to create multidimensional, multisensory experiences that leave a lasting impression.
Employee Engagement Will Be the New Measure of a Brand’s Success
As organizations prepare to reunite with employees in the workplace, they have an opportunity to realign their brands with purpose, and engage employees on the issues that matter most to them.
“Organizations with a distinctive culture have better business outcomes.”
—“Organisational culture: It’s time to take action,” PwC
San Francisco, California
Spurred by a rising demand for its popular food delivery services, DoorDash partnered with Gensler to create an engaging, dynamic headquarters that represented its brand values and connection to the local community.
NYPA EV Charging Stations
White Plains, New York
When the New York Power Authority launched their state-wide electric vehicle charging program, EVolve-NY, they partnered with Gensler to create a unique and memorable brand identity that would be easily recognizable to drivers and stand out in the growing EV market. The rapidly growing EVolve NY program locates charging points at 50 mile intervals across the state, making EVs easy to own and dramatically reducing the carbon footprint of the state's transportation sector.
Space Perspective Brand Design
Kennedy Space Center, Florida
Space Perspective is a new space travel company offering luxury commercial flights that will bring travelers to the edge of space on a gentle, elegant journey in a capsule lifted by a special spaceballoon.
Co-Managing Director, Principal
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Design Resilience Leader, Design Manager
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