Five Branding Tips to Make your Hotel Stand Out from the Crowd

By Jennifer Nagy President, jlnpr | January 01, 2012

As consumers, we encounter brands every single day, on TV, in person, online and even while buying our morning latte (or in my case, a triple venti non-fat, bone dry cappuccino). But while we do encounter many brands day-in and day-out, most people arenít actively aware of it. However with each brand encounter, we register our thoughts, feelings and impressions of that companyís brand, which shapes how we feel about the company and, often, the companyís product.

Prominent brands, like Apple, Nike, Super 8, the Ritz Carlton, etc. have all been very successful at communicating their brand to consumers but these success stories didnít just happen overnight. They happened because of carefully planned out strategies that developed over timeÖ a lot of time. It took hard work, attention to detail and most importantly, consistency to turn their visions into reality.

So how can you learn from these highly successful brands to create a visible, recognizable brand for your property?

Follow these steps to create and implement your own brand identity. Keep in mind that it isnít necessary to start from scratch; even if you already have the basics of your brand finalized, use these tips to hone and improve your current brand in order to make 2012 your most successful year to date.

Figure out who you are

Before beginning any branding activities, it is important to figure out what image you are trying to project for your property. Are you selling yourself as a budget property, appealing to customers who are looking for the best rate rather than luxury or a long list of amenities? Or are you a luxury property, offering high-end service and a top-of-the-line experience?

Coming up in March 2018...

Human Resources: Value Creation

Businesses must evolve to stay competitive and this is also true of employment positions within those organizations. In the hotel industry, for example, the role that HR professionals perform continues to broaden and expand. Today, they are generally responsible for five key areas - government compliance; payroll and benefits; employee acquisition and retention; training and development; and organizational structure and culture. In this enlarged capacity, HR professionals are no longer seen as part of an administrative cost center, but rather as a member of the leadership team that creates strategic value within their organization. HR professionals help to define company policies and plans; enact and enforce systems of accountability; and utilize definable metrics to measure and justify outcomes. Of course, there are always new issues for HR professionals to address. Though seemingly safe for the moment, will the Affordable Care Act ultimately be repealed and replaced and, if so, what will the ramifications be? There are issues pertaining to Millennials in the workforce and women in leadership roles, as well as determining the appropriate use of social media within the organization. There are new onboarding processes and e-learning training platforms to evaluate, in addition to keeping abreast of political issues like the minimum wage hike movement, or the re-evaluation of overtime rules. Finally, there are genuine immigration and deportation issues that affect HR professionals, especially if they are located in Dreamer Cities, or employ a workforce that could be adversely impacted by federal government policies. The March Hotel Business Review will take a look at some of the issues, strategies and techniques that HR professionals are employing to create and sustain value in their organization.