According to the American Marketing Association (AMA), marketing is defined as ‘…the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large’.

Ummm, ok…maybe we can put this more simply: marketing is everything you do to sell your products and services. Signage, logos, websites, business cards, social media, staffing, training, all of it works together to create and grow a successful business. But how many of us think this carefully about how space — your work or office space — fits into the marketing plan?

Retail, for example, is one category that cannot ignore the issue. Successful retail organizations meticulously plan every square foot of space to maximize sales, and it works. This same approach can pay off for non-retail spaces, although the reasons may not be as evident or intuitive as they are in purely storefront spaces.

One way to think about this is to consider how much thought your business puts into designing a logo or perhaps a business card. This make sense because they are key points of contact with customers – a chance to make an impression. If that’s the logic – then shouldn’t just as much attention be paid to what your space says about you? Your business card is an invitation; your office space is your home. Think about that. For most companies, your work space is really one of the most critical, front-facing elements of your business. It is often the first chance to make a statement about your company to customers, prospects, and both current and potential employees.

You may not be able to drop a hundred thousand dollars on a top-to-bottom remodeling job, but you can make a substantial difference to your company environment simply and affordably with wall décor.

In fact, in a recent Houston Chronicle article titled ‘HEB lobs a new weapon in the grocery wars: art’, Scott McClelland, president of the forward-thinking grocery chain, said ‘The art we put in will define how people refer to the store; That’s how big the art is.” See full story

Sadly, most generic “corporate” art solutions are, well, generic. Sure, any old “art” breaks up drab walls, but it shouldn’t be an afterthought, otherwise a huge opportunity is missed. You can use your wall space to tell your company story, personalize the space, and relate it to your company’s unique journey. Doing so will help you connect with potential new customers and employees.

Connection is, after all, the key ingredient in driving your business relationships and, ultimately, success.

There are lots of great ways to personalize your space: from lobby art that ties to the company mission, or a gallery wall of awards and commendations that broadcast your company and people’s accomplishments, to pictures from the field which show off company personnel and equipment that help define common interests.

The work space can also uniquely speak to your staff. How about adding an employee recognition wall? Or maybe 5-year, 10-year, 15-year framed service awards for your employees? Or perhaps consider framing pictures of a company event or non-profit service initiative. Depending on the business, maybe offer employees a stipend to have their diploma framed for display in their office space. There are lots of great ways to speak to your employees through what you choose to put on your walls. But just as importantly, not only will this be appreciated internally, it also speaks loudly to potential customers about how much value you place on your employees and their skills. This is a tremendous win-win opportunity.

So reconsider how you use your walls, your columns, your hallways, to make a first and lasting impression on your customers and employees. It will improve your business, it’s affordable, and your creativity and imagination are the only limits.

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