The biggest issue today is customer or client satisfaction. He recommends using surveys, questionnaires, and focus groups to communicate with building occupants and understand what makes a facility work better. A careful analysis of how competitors are branding themselves, what areas of their brands are strong, and what areas are vulnerable creates a clear understanding of your position within the market. Internal analysis involves defining and evaluating the effectiveness of existing brands. According to Aaker and Prophet Brand Strategy, this is referred to as brand equity.
Equity implies assets and liabilities.
The second step in the framework is to understand the vision for the brand, or something we call brand identity. A coherent and rational branding statement will define a building's value, quality, functions, end-users, attributes, and its intended image. Location continues to be one of the biggest factors influencing the tenant market. Proximity to clients, competitors, airports, and the labor force are key factors for many businesses seeking to construct a branding identity largely influenced by location. If a building can find ways to help tenants balance their work lives and their personal lives, then people are going to like it, appreciate it, and gravitate towards it.