Last week DesignCrowd visited Google's "Campus" headquarters in Mountain View California. In a nutshell, Google's Campus is Disneyland for the computer geek. Upon arrival we were immediately struck by how fun the campus was and after 4 hours we were ready to get a Google tattoo. Google's Campus is simply cool and visiting it is 'an experience'. In a way, it leaves a similar 'wow' impression to visiting an Apple store - leaving you with a very positive experience and imprint of the brand.
So what is it that makes the Google Campus so cool? Is there anything that startups and small businesses can do to achieve a similar effect without the big bucks?
In this blog post, we'll share some notes and photos from our visit to Google and try to distill these into a list of 5 ways startups can brand their office and /or create a Google Campus vibe:
#1 - Branded Transport ('Brandport')
As soon as you arrive at the Google campus the first thing you notice are the Google Bikes. These little oomp loompa BMX bikes are unmistakably Google and ubiquitous. Young employees cruise the streets in geeky gangs and when you first see one you slow down and do a double take. They have a tremendous 'purple cow' effect on anyone that visits the campus.
Brandport - Ideas for Startups
There's no reason a small business can't provide something similar for its employees. From a BMX bike to something smaller (like a skateboard or a scooter) you don't need to buy a $5,000 Segway to give your staff fun brandport. BMX bikes start from $100 at Kmart or on eBay. Off to lunch? Get everyone to travel on their skateboards and leave them outside for the world to see.
Costs
- Small BMX bikes (Cost $100 / staff member)
- Stickers (Cost $5 / bike)
- Total Cost (for 5 bikes) $525
#2 - Office Toys
Google Campus is full of toys and fun facilities for staff and visitors. From a rock climbing wall to a slide between levels to jet resistance swimming pools. In their first week, Google employees have to wear a propeller hat. Google's office toys and facilities will turn any self-respecting businessman into a manchild (see photo below).
Office Toys - Ideas for Startups
Okay, maybe installing a slide might cost a whole heap of money, but there are other ways of have a bit of fun. Foosball tables for the clients who have to wait (or employees who want a break). Bean bags for people that want to have a rest. A fun atmosphere will make for happier clients and employees alike.
Costs
- Foosball table on eBay ($119)
- Total Cost for 1 Office $119
#3 - Free Stuff (Food / Books / Transport)
What can you afford to give employees that will make their lives better? Google have free shuttle buses to San Francisco and free food for their staff. Zappos give their staff free laundry, free food and any visitor gets a free copy of Tony Hsieh's book Delivering Happiness. Google extend the free food offer to visitors and family members of staff. Logic tells us that most of these things will benefit the companies as well. For example, free food will save staff time in their lives and might encourage them to work later. It's something less to worry about for the employees.
Free Stuff - Ideas for Startups
For a startup, providing free food isn't as hard as you might think. Consider getting a fruit box delivered at the start of every week (just Google 'office fruit' and you'll find a service like
Fruit at Work in Australia). The other thing you might consider is $20 for a meal if you're working after 8PM. This will make it easier for your staff to work late.Costs
- Fruit at Work ($17.50 / week)
- Total Cost (for 3 months) $210
#4 - Internal Branding
At the Google campus, I would hazard a guess that you would be able to see a branded item or their logo from any part of the campus. They have a main stage where they hold TGIF (Thank God It's Friday) talks with their Google logo plastered behind. The plastic chairs everywhere are red, green, blue and yellow (the Google colors). Google immerse staff and visitors in their brand and they make it fun.
Internal Branding - Ideas for Startups
The easiest option here is getting your logo blown up old school and plastered on the office wall. This can have a big impact when staff, clients, or visitors walk into your business. More creative options might include a mural, sculpture, or collage that is somehow connected with your brand. Social Print Shop offers a cool service that lets you print out photos of your business's Facebook or Twitter followers on a large poster. You could also explore using
digital signage in your reception or common areas to reinforce your branding and share live updates, achievements, or team messages.
Costs
- Facebook friends poster ($25)
- Large color printed poster ($100)
- Total Cost $125
#5 - Merchandise
Google has a merchandise store where you can buy anything from Google mugs to Google T-shirts to Google lip balm. It's a great idea. But get this: the merchandise is primarily for staff. You need to be a Google employee to get access.
Merchandize - Ideas for Startups
Costs
- Cafepress Shop (Free)
- Total Cost $0
Conclusion
The above will make your office feel like a fun start-up with a campus vibe. These ideas will make life pleasant for your staff and will also build your brand with visitors and clients. Essentially, they will achieve a
"purple cow" effect. As you can see, some of the tactics that I have stated in this post aren't expensive - if my math is correct, you can do all of the above for $979. But, don't forget, before you do this you'll need a business, good product and a
killer logo design.
Written by DesignCrowd on Wednesday, July 13, 2011
DesignCrowd is an online marketplace providing logo, website, print and graphic design services by providing access to freelance graphic designers and design studios around the world.
