Tried and True Hotel Branding
By Amber Natale President, Smarthinking Inc. | May 10, 2020
In today's noisy world, properties and brands are on a constant quest for more attention. Not just any type of attention, but quality attention that will bring more people and more sales, and for more money. To accomplish this, we often hear people discuss trends and how to best utilize them for maximum return. Merriam Webster defines the term "trend" as "a current style of preference." Upon closer examination, the definition uses the term "current" within it, meaning that at some point, it will not be current. So knowing that, why would someone follow a trend?
One reason to follow a trend may be because you're trying to fit in. It's the primary reason clients often ask for something "trendy." Does that necessarily mean that you have to follow suit? Let's take a closer look at four questions you should ask yourself to build brands that will stand the test of time and minimize the inherent risk that following trends brings with them.
1. Are You Building a World-Class Brand from the Start?
I know it sounds obvious, but you should first ask yourself, how remarkable is your brand, really? Did it start with a uniquely great idea that you then developed throughout your entire property? Or is your brand an afterthought that is basically represented by the summation of all the components of your property? You would be surprised as to how many of the latter we experience when working with clients.
Before you get started developing any brand offering, think of the story that advertising legend George Lois tells in his book "Damn Good Advice," where he describes one of his first meetings with the innovative restaurateur, Joe Baum, who is responsible for creating the country's first themed restaurants. The story goes something like this:
As the two executives sat down at the restaurant they wanted to promote, Mr. Baum was served a Bloody Mary.