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| You Can’t Brand A Hotel With Multiple Personalities. Dear Melinda: We’re a large independent hotel. I know it shouldn’t be like this, but every time we need a new ad or marketing piece, I feel like we’re recreating the wheel. What are we doing wrong? When we work with a new hotel client, we lay all recent marketing pieces out on a table and look for a sense of cohesion and continuity. I know what you mean about recreating the wheel. It’s like changing your hairdo every time you go out. No one can ever identify you, because every time you go out, you’re creating a whole new look for yourself. Hotels and resorts are often in this predicament because they don’t have a system of design and advertising that can be implemented consistently and across all media. Each piece may do a good job of delivering its message, but it does nothing to build the brand. To have a powerful brand identity, you need a system where every ad, every sales folio, web page or whatever, works together to promote and differentiate your brand. You can’t do this without continuity and without a creative solution that truly captures the essence of your property. This is kind of like the Holy Grail of hospitality marketing but it’s not impossible to find. What you’re looking to create is a fully integrated program of identity, design and advertising. It starts with having a compelling brand strategy and creating a system of communication that reflects the strategy while giving your property a distinct “personality” in the process. You want to create pieces that will not just stand out, but will always be recognized as yours. This means creative continuity and integration right down to your room key envelopes! OK, that’s not completely necessary, but presenting your distinct hotel personality at practically every point of guest contact will build your brand. And no, you don’t have to stick with the same hairdo for the rest of your life, but if you want to get noticed, it helps to have a familiar face. Call me anytime. 407.694.5210 |
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