{"id":1818,"date":"2024-07-01T16:56:16","date_gmt":"2024-07-01T07:56:16","guid":{"rendered":"https:\/\/www.lionheart.co.jp\/?p=1818"},"modified":"2026-07-13T00:24:45","modified_gmt":"2026-07-12T15:24:45","slug":"office-tour_innerbranding","status":"publish","type":"post","link":"https:\/\/www.lionheart.co.jp\/en\/blog\/office-tour_innerbranding\/","title":{"rendered":"Inner Branding Utilizing Office Space"},"content":{"rendered":"

This March, we moved to a new office, and humans are such creatures of comfort that you get used to it in just a month.
Our previous office was in an old, multi-tenant building where it was cold in the winter and hot in the summer. We also had concerns about earthquake resistance, and there were constant shortages of facilities like restrooms and meeting rooms. Our new office has resolved all of those issues, and it's like heaven compared to our pre-move situation.
But now it's become normal, and I miss the days when they'd exclaim, \"Wow! Amazing!\" with excitement.
Familiarity is a scary thing...<\/p>\n\n\n\n

It's wonderful that a better environment is becoming the norm, but on the other hand, aren't there many business owners who want people to understand what \"gratitude\" means? Yes, our company's management feels the same way.<\/p>\n\n\n\n

Since the staff themselves had become accustomed to it, we thought it would be a good idea to have their families and friends express their gratitude, so we held an invitation event for families and friends.
Even though I call it an \"event,\" it's nothing grand. It's relaxed, so people can bring their children easily, with a flexible \"you can bring them anytime this week\" approach.
The person who brought them and the invited guest were not made to feel too burdened.<\/p>\n\n\n\n

So, how did this event actually go? We conducted a survey, and I'd like to share the results.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Regarding the main guests (relationship with the staff member)<\/h2>\n\n\n\n
\n

Spouse<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

Child<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

Mother<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

Sisters<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

Niece<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

Friend<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n<\/div>\n\n\n\n

The invitation scope includes not only family but also friends (lovers are of course welcome).<\/p>\n\n\n\n

<\/p>\n\n\n\n

How did the guests react?<\/h2>\n\n\n\n
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Although he didn't react much at the time, he later told his family about the things he found memorable, such as the height of the building.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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They were envious of the free address system.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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Fewer things are good.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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View, good vantage point (can see the park).<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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\"I want to work here!\" I said, getting really excited.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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The moment I got off the elevator, I was delighted by the wonderful smell!<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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The response was lukewarm because I was explaining the office verbally, but they did say, \"It's a wonderful office, just as I had heard.\"<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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They seemed excited.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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\"It's spacious!\"<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

<\/p>\n\n\n\n

I'm glad you noticed! We incorporate scent staging and scent zoning in our company.
It's become commonplace now, but it's actually packed with unique features and characteristics that aren't found in typical offices, so I hope people can feel the charm of the office anew through these impressions.<\/p>\n\n\n\n

<\/p>\n\n\n\n

What were the guests' impressions after their tour?<\/h2>\n\n\n\n
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It looks like it would be a plus for employees and hiring too.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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Each member's involvement was kind, and I felt everyone was a good person.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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The view is great! The sunset looks beautiful.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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A space without partitions, with a sense of openness, is lovely.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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Stylish! The furniture is stylish!<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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There's a rest space and a gym, so I want to work here.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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I'm working from home, but I feel like I could get two or three times more work done if I worked here.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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Cool! Awesome!<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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It's like a cafe!, It's like a bar!<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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Jim is cool!<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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So beautiful.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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The counter chairs are interesting. It's also interesting that the balance ball is a chair.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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It's big!<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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A magnificent building.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

<\/p>\n\n\n\n

It's the same as the fresh impressions of staff members when they first come to the new office.
These things become commonplace, so familiarity is scary.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Did you have any realizations after inviting them?<\/h2>\n\n\n\n
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I realized that there are places to refresh scattered throughout.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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My friend told me, \"This toaster is a good one!\"<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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I had the opportunity to sit on a sofa I had never sat on before, and I was able to experience its texture and functionality.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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It was easy to navigate. The moment I entered the office, I could see the staff (because there was no separate entrance and few dividing walls), and I could get a sense of the entire office space.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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Receiving positive feedback allows me to feel proud of working here.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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My mother met the members I work with for the first time and said, \"Everyone is kind, cheerful, and seems like a good person,\" which made me feel glad I invited them.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

<\/p>\n\n\n\n

It seems there were new insights from the perspective of the guests.
Wouldn't you want managers to feel \"I can be proud to work here\"?
If the guests you invited (like your family) have a positive reaction, you might naturally feel that way.<\/p>\n\n\n\n

<\/p>\n\n\n\n

As someone hosting the families and friends of my colleagues, I'd like to share some memorable experiences.<\/h2>\n\n\n\n
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I think it's wonderful that everyone is inviting guests.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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It was wonderful that the staff who greeted us proactively came to say hello.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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It's wonderful that you're able to communicate with your family.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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I was surprised to see a staff member who was on paid leave come all the way to say hello because their colleague's family was visiting.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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The staff's thorough explanation of the office was impressive. It was wonderful that they weren't just showing us around the workplace, but also conveying the intention behind the office design. I truly felt that there's a culture of being able to explain, rather than just saying \"Isn't it cool?\".<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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The staff member's mother said, \"Please take good care of (your child).\"<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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When I told my mother about the staff's work ethic, she was surprised and pleased.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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The staff's sister was showing off her tattoos, and everyone was getting excited.
After that, they went shopping together, which is a type of use that's only possible with the current office (since it's close to the shopping area).<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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The part-time staff member's mother also seemed happy.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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I think you were able to get a sense of who your important person is working with.
Everyone seemed very interested in their fellow members' families and friends, and I thought that kind of mindset might not have emerged without this kind of opportunity.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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Because there's an office, I had the image that 0 becomes 1.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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Of course, I got to see my family's reactions, but seeing the staff talk with my family, I learned a new side of them, which was very refreshing and enjoyable.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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I felt it was a great opportunity to invite them to \"see where I work\" because I am able to work like this thanks to my family's understanding.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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This time, I couldn't make it due to a conflict, and it was difficult for my family to participate, so I plan to show the photos and publicity articles to my children at home and introduce it to them in my own way.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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I don't normally get the chance to meet everyone's families, so I felt this was a very valuable opportunity.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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I felt closer to my colleagues as I glimpsed aspects of their lives outside of work and their relationships with their families.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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The way everyone was so enthusiastically showing off the office was also impressive.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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It was fresh to see the family relationships that are usually invisible.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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It sparked my imagination about my colleagues' backgrounds and made me want to cherish them more.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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I became more familiar with my friends in a way that was different from usual in front of my family.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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I rarely have the opportunity to meet my colleagues' families in normal circumstances, so when I heard they were visiting, I wondered \"What kind of person are they?\" and when I met them, I thought \"You look like family!\" This generated conversation and brought us closer together.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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I was able to meet everyone's families, and my familiarity with them has increased.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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It was a good opportunity to express my gratitude to my family.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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I also felt that it would have been better if everyone on the welcoming side had actively greeted guests. If there's another opportunity in the future, I'd like to actively communicate as well.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n

<\/p>\n\n\n\n

It's interesting that many staff members mentioned seeing a different side of their colleagues, one they hadn't seen before. It seems they were able to experience the \"Mere-exposure effect\" (Zajonc's principle), where learning about that different side led to liking the staff member even more.<\/p>\n\n\n\n

How is it? Judging by the staff's reactions, it seems that relationships with the company, the office, and most importantly, colleagues have improved.
Wouldn't an office relocation, a major company event, be an opportunity to deepen understanding of the company's ideas and initiatives by effectively leveraging (or maximizing) it?<\/p>\n\n\n\n

By the way, we refer to activities that make a company a special presence (brand) for its staff as \"inner branding.\"<\/p>","protected":false},"excerpt":{"rendered":"\u4eca\u5e74\u306e3\u6708\u3001\u65b0\u3057\u3044\u30aa\u30d5\u30a3\u30b9\u306b\u79fb\u8ee2\u3057\u305f\u308f\u3051\u3067\u3059\u304c\u3001\u4eba\u9593\u3063\u3066\u8d05\u6ca2\u306a\u3082\u306e\u30671\u30f6\u6708\u3082\u3059\u308b\u3068\u3059\u3050\u306b\u6163\u308c\u3066\u3057\u307e\u3044\u307e\u3059\u306d\u3002 \u4ee5\u524d\u306e\u30aa\u30d5\u30a3\u30b9\u306f\u53e4\u3044\u96d1\u5c45\u30d3\u30eb\u3067\u3001\u51ac\u306f\u5bd2\u304f\u590f\u306f\u6691\u3044\u3001\u8010\u9707\u306b\u3082\u4e0d\u5b89\u304c\u3042\u308a\u3001\u30c8\u30a4\u30ec\u3084\u4f1a\u8b70\u5ba4\u306a\u3069\u8a2d\u5099\u3082\u5e38\u306b\u4e0d\u8db3\u3057\u3066\u3044\u3066 […]","protected":false},"author":5,"featured_media":1822,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[31,44],"tags":[33,43,45,54],"class_list":["post-1818","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-management","category-branding","tag-inner-branding","tag-43","tag-45","tag-office-design"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.lionheart.co.jp\/en\/wp-json\/wp\/v2\/posts\/1818","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.lionheart.co.jp\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.lionheart.co.jp\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.lionheart.co.jp\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.lionheart.co.jp\/en\/wp-json\/wp\/v2\/comments?post=1818"}],"version-history":[{"count":1,"href":"https:\/\/www.lionheart.co.jp\/en\/wp-json\/wp\/v2\/posts\/1818\/revisions"}],"predecessor-version":[{"id":2537,"href":"https:\/\/www.lionheart.co.jp\/en\/wp-json\/wp\/v2\/posts\/1818\/revisions\/2537"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.lionheart.co.jp\/en\/wp-json\/wp\/v2\/media\/1822"}],"wp:attachment":[{"href":"https:\/\/www.lionheart.co.jp\/en\/wp-json\/wp\/v2\/media?parent=1818"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.lionheart.co.jp\/en\/wp-json\/wp\/v2\/categories?post=1818"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.lionheart.co.jp\/en\/wp-json\/wp\/v2\/tags?post=1818"}],"curies":[{"name":"WordPress","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}