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When someone pulls up to the Longaberger Co. headquarters in Newark, Ohio, there is no doubt what the company sells. The building is a giant picnic basket. Literally. Talk about branding.

Now, I’m not suggesting that you redesign the front of your building into the shape of a giant adding machine or a two-way radio. But no matter what you sell or what you do, everyone can take a lesson from Longaberger. Your company’s home should reinforce your brand. It should add to what your consumers already know about you, and it should feel like you.

Haven’t you ever walked into someone’s house and it just fits them – the colors, the tone, the décor? It all adds to what you already know about them, and you’re instantly comfortable, because the space feels in alignment with the person.

This seems to be an element of branding that many people dismiss or don’t understand. Simple changes can go a long way toward communicating who and what you’re all about. Is your logo in your lobby? Your current logo?

How about your corporate colors? Does your waiting area or conference room reflect your company’s personality? Is it formal? Playful? High-tech?

This is true of retail shops, too. Next time you’re at the mall, pay attention to which stores have branded their storefronts and which ones look generic. Notice how you are drawn to the stores that have branded themselves.

This week, cleanse your mind. Forget that you work there and walk through your company’s office or store. Put yourself in new customers’ shoes. If they walked through the doors, would they recognize you there?

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2007 Drew McLellan