Intro
I have been marketing and brand hotels and restaurants for nearly two decades now. I understand the business of providing hospitality. The complexity of the operation is fascinating and challenge of selling a multi-level offering to new and loyal customers is one I relish.
The Commercial Lens
You need to intrinsically understand the operation, how it works, what amazing service looks like.
you need to understand what they stand for at their core, before you can eve start the journey of making them better and more visible. Understanding how hotels and restaurants make money is no easy task (neither is the making of the money). Knowing the guest, their needs and aligning it with the commercial needs of the property are essential. Only then can you make a real difference
- Drive value and increase room rate
- help with all collateral both off-line and online (website and email and social media)
- Create a suite of offers to bring greater visibility to the brand
- Report to the leadership team so they know their investment is paying off.
The Tonality Lens
I’ve spent decades developing a “tone of voice” for some of the biggest groups in the business and globally. The undeniable voice of the brand is vital for stand-out and memorability. If they like how you sound, and it’s aligned to heir own values – you’re part way there.Â
This task is no mean feat. It involves the creation of a set of values and an overarching global mission. Once you’ve defined that you need to overlay this thought and ethos across all you do, all the potential guest or diner can see. Ok, you caught their eye, now you have to keep them coming back for more.
The Loyalty Lens
They like your tonality but that’s never “mission accomplished” now you need to keep them coming back time after time. You do this by a constant updating and refining of the offering. The subtle balancing act of giving them what they think they want, what we need to get from them and what they don’t yet know they’re going to love. It’s constant balancing act. Get it right and develop a rhythm and you’re flying. Pause for breath or do as you always do and they’ll move on to the next brand fighting for their attention.
The Guardianship Lens
You have the voice, you understand the commerciality, you have their loyalty (for now) – Keep going. don’t stop. You’re going to need a resilient brand and marketing consultant for that. someone who can create the brand, understand the business, create guest loyalty and keep doing it for as long as it takes. That’s the brand guardianship your business needs. Get in touch, let’s talk.
Summary
Hospitality branding can be an incredible asset to any business. the power of the brand is tangible. When done right you can feel it, see it, taste it – and most of appreciate the benefit of it in your P&L. Want to move your business onwards and upwards. Brand is the way forward.
Insight
Game-changing seaside hotel marketing
Marketing for a coastal hotel is a specialized skill., I have great experience in this specialized area. read all about how I can add a whole new level toy your coastal brand. See examples of businesses I’ve helped shape and look after on an on-going basis.
The ultimate ROI of hospitality branding
Great hospitality branding creates a distinct competitive advantage. When a brand successfully marries an authentic narrative, flawless multi-sensory design, and a highly aligned team culture, it stops competing purely on price.
How do you brand a manufacturing business?
The business to business market is notoriously staid and plain. How do you take a seemingly non-descript product and create a tone of voice that the brand is known for across the sector? Better still, how do you give it real recognition with its customer base?
