"Impressiveness" is not determined by taste. The essence of creating a company's face

My name is Takamori and I am mainly in charge of sales.
"We want the space to express the essence of this company."
This is a phrase that is often heard when consulting about creating corporate showrooms and offices.
Because it is a forum for communicating a company to the outside world, "identity" is said to be an essential element.
However, when we dig deeper into the words, we find that interpretations differ surprisingly widely, and there are many situations where the discussion comes to a halt.
We will share with you the ideas about this "uniqueness" that have been cultivated on the ground at NOMURA Co.,Ltd.
 

Why the "uniqueness" of a space gets lost when creating it

When creating a space, the "uniqueness" required is that of the company, but when we listen carefully to what that means, it boils down to "appearance" aspects such as color, material, and concept design, and the discussion leans toward subjective judgment, making the basis for judgment unclear.
While "rashisa" is a useful word, it is perceived differently by different people.
Management thinks of the company's history and philosophy, staff thinks about how it differentiates itself from competitors, and the people on the front lines recall the scenes of their daily work. None of these are wrong, but they are not common understandings.
As a result, it becomes difficult to come up with a clear answer to questions such as "Why do we do this?" and "Is it really necessary?"
 

The true nature of "likeness" is the intention you want to convey

When creating corporate spaces, we see "brand communication" as an effort to communicate a company's raison d'être, mission, and purpose both inside and outside the company.
The key here is to keep asking "why?"

"What is the purpose of this business?"
"To increase sales"
"Why increase sales?"

As you continue to ask yourself these questions, you may come to the conclusion that you want to deliver your company's value to more people and create something better.
By digging deeper into the "why" in this way, the values behind your goals will gradually be put into words.
This process ultimately creates a common understanding that will become the "axis" of brand communication that all parties involved can agree on. This is the starting point for creating the "face of the company."
 

By verbalizing the axis, the company will be able to make decisions

In these projects, starting with a call to action, "Let's think about this together," can often lead to success. To achieve this, workshops and dialogues are held to put into practice the question "why?" and to give form to the core of the project.
Eventually, when you are able to answer the question "Is that in line with our standards?", your proposals will become more persuasive and it will become easier to move forward with your decision.

"Creating a company's face" means creating standards, not expressions

Even as times and environments change, if unwavering standards for judgment are shared, decisions can be made in line with these principles. "Creating a company's face" is not about tweaking the way it is expressed, but rather about ensuring that such standards for judgment are in place within the organization.
This standard is the basis for decision-making not only in terms of space but also in any situation where a company's identity is questioned.
The goal is not to create eye-catching expressions, but to create an environment where people can make decisions that are unique to them.
I hope you will remember this perspective in your daily decision-making.