Branding Buildings and Building Brands

A strong brand is easy to recognise and hard to confuse. In the context of office leasing, it is the clear, consistent idea people hold about a space and, more importantly, how that idea makes them feel. It is a personality and a set of emotional associations that make a building meaningfully different. It lives in the details: the website, the signage, the community, and the tone of every conversation with a leasing team.

The property industry is often archaic in its approach, with many treating the branding and leasing of a building as entirely separate disciplines. Unlike traditional surveying firms, at OBI, we have built an integrated agency where our branding and transactions teams work together from day one, combining creative vision with commercial expertise to drive results.

This collaborative approach is central to everything we do. We believe that a building’s identity and its ability to attract occupiers are inseparable, and our model reflects that. When branding and leasing strategy are developed together, the result is a more coherent, compelling proposition that resonates with the right audience at the right time.

Our passion for placemaking and intelligent marketing is proven by our track record. Projects like Sevendale House and St Michael’s stand as testament to what becomes possible when creative thinking and leasing expertise are aligned, demonstrating that the most successful buildings are not just well-located or well-designed, but well-told.

Why branding matters

When a brand is built into a place, it improves the experience for everyone inside. It allows a physical space to act as a form of visual communication. Interior design isn’t just about aesthetics; it communicates what a brand stands for and how it differs from the building next door. Creating an impactful experience for tenants makes a building memorable and significant.

A strong brand also builds trust. For the vast majority of occupiers, trust in a landlord is a deciding factor. A defined brand reduces perceived risk because tenants feel they can rely on the quality of management and the long-term vision for the building.

Creating a point of difference

Why would a tenant choose your building when the one next door offers the same amenities and a similar location? A brand is the key differentiator. It creates an emotional connection, giving a space a personality that fosters a sense of belonging. This leads to a genuine sense of pride when hosting clients and, ultimately, a much stronger sense of tenant loyalty.

Four ways to boost a building’s brand

1. Reshape expectations

If a building is underperforming or dated, a good brand can reshape how audiences relate to it. It transforms the perception and performance of a space by reframing the building’s story and giving it a more defined purpose. As a result, previously overlooked buildings can compete with modern developments. They are no longer seen as “tired”, but as authentic, characterful, and curated.

2. Find a niche

Underperforming buildings often fail because they try to appeal to everyone. A strong brand helps reach a defined target audience, making the leasing process much more targeted. Certain brand identities resonate more deeply with specific sectors. When a brand speaks directly to a target audience, the building’s value proposition becomes much clearer to the right tenant.

One example of a building that was rebranded to appeal to certain audiences is City Tower, which targets the finance & professional services, tech and media, and the digital and creative sector. The new motto “Back the Bold” was about reviving one of Manchester’s tallest skyscrapers. The rebrand celebrated the building’s design and the photography was our way of reflecting the diverse range of tenants, using striking colours and dynamic compositions. The rebrand showcases a less formal office environment, contrasting against the brutalist architecture.

City Tower now offers the best of both worlds – a modern workspace with an historically-significant exterior which, combined with high-rise views of the city, stands out amongst the competition.

3. Maximise visibility

Smart marketing is key to brand visibility. This involves a curated mix of photography, video content, design, and social media to market the experience of the building. More than 70% of tenants research buildings online before ever making an enquiry, which suggests a direct correlation between online brand presence and leasing outcomes.

Brand films using actors or models to showcase the office area and amenities help occupiers visualise their daily life in the space. Before and after content demonstrates the impact of investment, while testimonials amplify authority and build transparent trust. Videos are highly shareable which aids social media growth, engagement and enables the space to reach a wider audience.

4. Turn vision into reality

More than ever, the workplace must offer inclusivity and a sense of community as a response to home working. Branding taps into this need, creating meaningful places for real connection in an increasingly digital age.

Sevendale House in the Northern Quarter is a great example of how a strong brand helped to lease the space. The brand was built by the team at OBI, working closely with the workplace consultancy team and the client to create a space with personality and authenticity.

The refurbishment of Sevendale House was design-led, integrating branding throughout to improve engagement and the perception of quality. The goal was to meet the modern occupier’s demand for work/life balance through fitted workspaces, smart technology and attractive breakout areas.

The campaign rolled out across social media, using photos and a series of videos themed “Sevendale Stories” that featured the tenants within the building and why they chose it as their home.

Following the rebrand and refurb, Sevendale House had a successful leasing year in 2025, accounting for 23% of the total sq ft transacted in the Northern Quarter and achieving top-tier rents of £35.50 psf.

Another example is St Michael’s, which serves as a benchmark for how branding can drive record-breaking results. The OBI Studio team created a brand video, photography, and an interactive presenter to showcase the space, helping prospective tenants to visualise themselves in the building’s high-spec surroundings.

This strategy contributed to the building being fully let before construction was even completed. This was the first time in 15 years that a 200,000sq ft speculative office building in Manchester had achieved full occupancy prior to completion.

Conclusion

A strong, cohesive brand creates an emotional difference. It transforms a physical structure into a community, changing how people feel about where they work. By investing in a distinct brand identity, landlords don’t just lease space; they build loyalty, authority, and value.