Apple, Google, Nike, and Coca-Cola all have one thing in common. A brand that is globally recognized. Stand out amongst the competition with superior hospitality branding. Successful branding communicates a story without any words being spoken. It’s not just about the name, but also about the logo and web design, brand image, company reputation, and online presence. Read on for steps you can take today to enhance your brand and begin reaping the benefits.
Brand Name
Crafting an effective brand name is a vital component of building a strong brand. To ensure you choose the right name, it’s important to conduct thorough research and ask yourself several essential questions.
- Is the name trademarked?
- How many businesses have the same or similar name and where are they located?
- Can there be any negative connotations associated with it?
- Is the name easy to spell and pronounce?
- Is the domain available with .com?
- Are the social media usernames available?
Changing a well-established brand name is a big feat and should not be taken lightly. Also, going after a name that is similar to a well-established brand is tricky and can prove hard to rank well for in search engines. Really spend time here and consider the pros and cons of each option.
Design
Designing a hotel logo that truly captures the essence of your brand requires careful thought and collaboration with a professional designer. There are several key elements to consider, such as the choice of fonts, colors, simplicity, complexity, and symbols.
An effective hotel logo design should be distinctive, making it instantly recognizable and able to stand on its own. It should also be enduring, able to withstand the test of time and remain relevant for years to come. In addition, it should be versatile enough to work well on various materials, such as robes, shirts, and other promotional items you plan to use or sell. When working with a designer, it’s essential to ensure that they understand your brand and can translate your vision into a memorable logo design. A well-crafted hotel logo can make a significant difference in how your brand is perceived by customers, so it’s worth investing the time and resources to get it right.
Just as your logo should speak to your brand, your website should as well. A romantic country inn, boutique downtown hotel, and rustic forest cabins should be represented as such. Your website is an investment in your business. Partner with a company that not only specializes in hospitality website design but also has a proven track record.
Identity & Image
Brand identity is how the brand owner wants to be perceived while brand image is how you are subjectively perceived by others. Spend some time researching your target market. Understanding your audience allows you to build your brand identity and market your brand more effectively.
Reputation
The quickest way to tarnish your brand is to garner negative reviews. For hospitality branding, this means creating and maintaining expectations of your staff and going above and beyond for your guest. So you already have a bad review? Work with a trusted hospitality marketing company to come up with a strategy to address negative reviews. Not only are reviews important to potential guests but also for your local SEM (search engine marketing).
“When you reply to reviews, it shows that you value your customers and their feedback. High-quality, positive reviews from your customers can improve your business visibility and increase the likelihood that a shopper will visit your location.” – Google
Consistency
Brand words, taglines, and stories are key elements of brand strategy. Keeping these consistent across the web will also help you build your brand recognition. The first interaction potential guests have with your brand will rarely be on your own website. Running a business keeps you busy, so work with a hospitality marketing agency to keep your brand consistent across:
- OTAs (online travel agencies)
- Directories
- Social media platforms
- Local listings
- Organic results
- Paid search marketing
Set Yourself up for Success
When evaluating a business’s value, a well-established and reputable brand carries more weight and commands a higher price. Hospitality branding is not a set-it-and-forget-it strategy. Building and maintaining a consistent brand is key to your future success. If your brand identity matches your brand image, you are doing something right.
Contact White Stone Marketing to discuss our branding services and find out how we can help your business reach its full potential.