Brand, Culture, and Community Goals

The 2020 Community as Strategy event series, presented by KI and IIDA, continued virtually in “Chicago,” bringing together local designers and professionals to discuss the important roles that brand and culture play in the creation of meaningful corporate community. 

What does community mean when being together physically is challenged, and what is the significance of brand and culture in the built environment if we’re not there? These were the questions posed by moderator Cheryl S. Durst, Hon. FIIDA, executive vice president and CEO of IIDA, during the most recent Community as Strategy virtual webinar. Durst spoke with four women working in design and strategy with their employees, customers, and clients on the continued importance of maintaining brand and ensuring that corporate communities remain strong and healthy enough to help and uplift others. 

We often explore brand and culture in tandem when discussing the communities found within organizations and the external communities those organizations come into contact with. For Anne Gibson, principal at Gensler, “brand and culture are things that [designers] have been talking to their clients about for decades. They are how [organizations] differentiate themselves in the market but also in the physical space.” 

Simply put, brand and culture are synonymous with mission and purpose. Corporate branding can shape and define a company’s overall culture, not only within workplace structures, but in its relationship to customers, consumers, and other external groups. So what will brand and culture mean to us in the upcoming months and years now that we are looking at community roles differently? 

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