Design Consulting: Not Your Everyday Branding Process
By Roger G. Hill Chief Executive Officer & Chairman, The Gettys Group Inc. | March 27, 2011
Co-authored by Daniel C. Pierce, Principal, Gettys
A hot topic in the hotel business is branding. Consider the look and feel. Identify the trends. Define what resonates with the end user.
That's nice, but not nearly enough. That's where Gettys is different and we bring a unique design focused and hospitality framed perspective to traditional branding. In short, we examine the experience, not simply the look and feel. We look for what's next, not for what's now. We analyze what works for anyone who will come in contact with the brand, not just the guest.
Branding alone does not explain what we do; we consider it as design thinking. We look beyond simply what the brand stands for and we create the experience for what the brand actually is. Design thinking is a somewhat new term to most but it has developed naturally as an extension of our interior design expertise. Like many industries, the expertise or craft evolves and smart brand experts stay ahead of the trends, rather than addressing what's now. Just designing a lobby or guestroom is a thing of the past. Put simply, we create the entire guest experience.
Our projects range from independent hotel properties to multi-billion dollar brands and although each project is wildly different, there are some commonalities at the core of every project. At Gettys, we call this the DNA of a project. DNA to us stands for Differentiators, Nuances and Attributes.
DNA is one of the ways we successfully manage multi-dimensional relationships and ensure that through the breath of these relationships, an end result that resonates with all parties is positively received. Plus, we then avoid any 11th hour frustrations and miscommunication. Following is an overview of our steps: