Hotel Branding and Brand Identity
A brand identity is the face of your business. It represents your hotel’s values, services, ideas and personality. It can generate loyalty from your clients and make your employees proud to work for you. The simple definition of brand identity is how you want the market to perceive your product or brand. Brand identity includes elements like colours, design, logo, name, symbol and tagline. But it also involves intangibles such as thinking, feelings and expectations. It takes time and patience to develop an effective brand identity. However, if done well it is certainly worth the effort.
Brand identity Benefits
Brand identity can: - Set you apart from your competitors. - Improve brand awareness. - Represent the brand promise. - Establish synergy throughout all communication methods. - Motivate your employees. - Generate active customers. Strong brand identity leads to: - Brand loyalty and trust. - Brand preference. - High credibility. - Good financial returns.
Does your business have brand guidelines? Perhaps you're not quite sure what a brand guidelines is or why on earth you need one. Your brand guidelines are the guide that keeps all of your design on the straight and narrow. It's the document that shows you what your 'house fonts' are, which palette of colors best represent your hotel. And it shows everyone who designs for your hotel how to make sure that each piece of collateral look like it's come from the same hotel. Not an easy task! It would be easy to accuse brand guidelines of making your hotel design boring, stifling even. But that's not what...
A brand strategy is a formal plan used by a business to create a particular image of itself in the minds of current and potential customers. When a hotel has created and executed a successful brand strategy, people know without being told who the company is and what they do. As a result of brand strategy, people develop a particular feeling or opinion about a company—a feeling that drives their buying decisions. This feeling equates to brand equity. The stronger people feel about a brand, the stronger the brand equity.