Hotel BrandingI n t r o d u c t i o n

INDEX

A. Brand StoryThe vision & values that unite us.

Download URL

FILES

Twitter link

Facebook link

Linkedin link

B. LogoA brands main visual symbol

C. Style GuidesMaintaining consistency

The font families we use

G. Guest ExperienceConsumer brand interaction

E. ToneThe language in which we speak

F. TouchpointsOpportunities to increase awareness

H. Branding ExamplesBranding within the hospitality industry

D. Look and feel

A. BRAND STORYWHAT IS A BRAND?Simply put, a brand is the public image of a business, product orindividual. It is reputation. It is a promise. When deliveredconsistently, a brand shapes consumers perceptions andexpectations.

As competition creates an ever-widening array of choice,companies look for ways to connect emotionally with customersand create loyalty.

People fall in love with brands, trust them and believe in theirsuperiority. This is perhaps most evident when you see in thenews consumers sleeping overnight on the pavement to be oneof the first to purchase to purchase the latest Apple device.

However you don’t have to be a multi-national tech company todevelop a brand. The concept of branding is being embraced bycompanies of all sizes as well as by individuals. How a brand isperceived affects its success regardless of whether it’s a start upor product. Whether it’s a single site bed & breakfast, or a chainof 5 star hotels.

Who are you?

Who needs to know?

How will they find out?

Differentiator

WHAT IS BRAND IDENTITY?Brand identity is tangible and appeals to the senses. You cansee it, touch it, hear it and hold it. It fuels recognition, setsyou apart and translates company values.

Brand identity takes various elements within a company ororganization and unifies them into a whole system.

Organizations who know who they are and their corevalues start the identity process from a position ofstrength.

They are able to create brands that are sustainableand genuine. Reflecting their history, mission, culture and personality.

Targeted messages

We know how we are

Core messages

Look & feel

Logo

WHAT IS BRANDING?

Branding is the process used to build awareness and extend customer loyalty; it’s aboutthe clear expression as to why consumers should choose one brand over another.

Types of branding would include:Co-branding – the partnership of two companies / brandsDigital branding – includes web sites, social mediaPersonal branding – individual reputationCause branding –awareness of corporate social responsibilityDestination branding – efforts to attract tourists

PROCESS

1. Research 2. Strategy 3. Design 4. Create 5. Manage

B. LOGOThe logo

Central to developing a brand identity would be your logo although itshould be kept in mind that the logo alone is not the brand.

You should be able to cover up the logo and still be able to identify thecompany because the look and feel is so distinctive.

Lindon Laser, the designer behind timeless logos such as Fedex, oncerevealed that his secret involved striving “for two things in design:simplicity and clarity. Great design is born of those two things.”

OTHER VERSIONS

Light Backgrounds

Dark BackgroundsGrayscale

Black & White

ALPHA

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Flexibility

Light Backgrounds

Dark Backgrounds

It’s worth revisiting the logo periodically. Innovation, new products,company expansion, new properties or a redefined target audiencerequires a brand to be flexible.

Starbucks has continuouslyredesigned its logo to reflectkey milestones in its corporatehistory.

C. STYLE GUIDESInstructions

CORRECT LOGO PLACEMENT

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Brand style guides contain the basic elements,rules and considerations that companies of allsizes put in place to establish a consistentpresence across various channels. It is evident thatbrand applications impact on your customersperceptions. The way your brand is portrayed inyour stationery, adverts, web assets and manyother pieces affect their perception effectiveness.

If necessary, launch a specific site for press,agencies, designers and marketing partners, wherethey can obtain any images, files or copy that theymight need.

Managing brand identityrequires a long-termcommitment.

Creating the brand identitymay have been the easy part.Managing these assets wellusually proves more difficult.

DON'T

1. Change our logo's colors

2. Bend, twist or stretch our logo

3. Lay the logo over busy backgrounds

4. Resize or alter shapes within the logo

5. Use similarly coloured backgrounds

6. Change our fonts

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D. LOOK AND FEEL

Look and feel is the visual language that makes a system recognizable as a brand andas an expression of the organization.

The coordinated system and use of colour, imagery, typography and format createsan overall look that resonates in the mind of the consumer. All elements of the visuallanguage should be in keeping with the brand identity to bring together and unify thewhole system.

Systems may have two colour palettes – primary and secondary.It is frequent for there to be between 2-4 colours in the primary palette. Secondary colours can be subtlevariations on the main primary palette. These palettes often include neutrals such as a white, a gray and ablack hue or a pastel range.

Sometimes brands will go as far as to include an extended color palette, which offers many other tonal optionsfor extended business lines or products.

Colour palettes

Overall Look

Various studies have highlighted the importance of colour with regards to branding.Colour can trigger an emotion and evoke a brand recognition. It is thought that colourincreases brand recognition by 80%. Distinctive colours should be carefully chosen tobuild awareness.

GreenFresh, calming, organic, earthy, restful BlueReliable, calm, orderly, serene

PurpleRich, regal, vibrant, unique, artistic

RedDramatic, energetic, dangerous, passionate

OrangeWarm, playful, social, exotic

PinkFeminine, caring, gentle, affectionate YellowHappy, creative, inspired, cheerful

GreyCareful, modern, focused, modest

BlackMysterious, powerful, sophisticated

WhitePure, clean, peaceful, innocent

Colours

System incorporate typeface families, one or sometimes two. It is not unusual for a special typeface to bedesigned for a high visibility brand. It should be consider if the selected typeface can be used in web materials,or to select an alternative web-friendly typeface if required.

It could be that you select one or two alternative typefaces that could be used just in case the first choice isn’tan available option.

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Typography

Within the category of content, style, colour and focus all need to be taken into account whether the imagery isphotography, iconography or illustration.

Imagery

There are also material qualities to be taken into consideration especially within the context of hotels andresorts. How something feels to touch such as textures, fabrics and materials within the property. There is aunique opportunity to convey the feeling of luxury or sumptuous comfort by appealing to people’s sense oftouch.

Olfactory qualities should not be over looked and can play an important role in brand recognition. Recentresearch suggests that smell comes immediately after sight as the most important of the senses and mostinfluential on a consumer’s emotional response to a company. Whilst larger hotel chains may have developedsignature fragrances and installed networks of diffusers, scent is still something that can be easilyimplemented by smaller, independent hotels.

Sensory

E. TONE

ToneWhen these marketing materials are created, which type of language should your brand use to address theaudience? Are there any specific words or vocabulary that should be used? What does your brand’s voice soundlike in regular conversation? These decisions help set the stage for, user experience design, marketingmaterials and many other touchpoints in the customer’s journey.

A tagline could also be developed to define the business to its audience. A tagline is a short phrase thatcaptures a company’s brand essence and personality.

A taglines frequent and consistent exposure in the media reinforces its message so that when customers heara tagline, they should immediately think of its associated company. It also needs to remain short since thetagline is typically incorporated into the logo design, as well as all collateral marketing pieces.

Tagline

F. TOUCHPOINTS

BRAND

Environments

Experiences

Websites

Newsletters

Business Forms

Signage

Exhibits

Emails

Voice mails

Web banners

Letterheads

Direct Mail

Products

Business Cards

Social Media

Trade Shows

Sales promotions

Telephone

PR

Staff

Networking

Ephemera

Each touchpoint is anopportunity to increaseawareness and buildcustomer loyalty

Advertising

G. GUEST EXPERIENCE

BrandAwareness

BrandAwarenessContinues

Public space experience

Private space experience

planning trip

reservation

arrival

STAY

departure

review

follow-up

H. BRANDING EXAMPLES

Following are examples of two well-known companies each with clearly defined

but contrasting brand identities designed to appeal to their target audience.

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The trend setting W brand is positioned toappeal more to the younger, style focusedprofessional with their own brand literaturereading;

"Contemporary cool design, the hippest barsfor mingling and flirting, signatureprogramming, the hottest destinations andexclusive retreats – all amplified byWhatever/Whenever service – make W theundisputed leader of contemporary lifestylebrands."

W Hotels

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Center Parcs in contrast is very much focusedon appealing to the family market and thoselooking to get away from the hustle andbustle and reconnect with nature.

Consistent use of earthy greens and olivecolours in their marketing material reflectsthe brands core values and their forestlocations.

Center Parcs

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Other examples of hotel branding

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THANK YOU FOR READING

If you would like to discuss the brand identity of yourbusiness please feel free to get in touch at;

hello@blackmintmarketing.com