Branding is paramount to the success of any business and hotels are no exception. Having a unique selling point or positioning often helps your hotel to stand out above the rest. Competition in the hotel and hospitality industry is tight, with prices, services and facilities sometimes on a par. The only thing that will separate you from your competitors is just how effectively you brand your product.

 

Why is branding so important?

Aside from the fact that branding can give you the edge on your competitors, many will agree that done correctly, branding can improve profits and reduce costs. If you’re targeting your hotel branding to a specific target audience, your campaigns will be more tailored / market-specific and you’re likely to impress those who can see that you are catering to their specific needs. This helps to reduce unnecessary advertising campaigns that don’t offer any specifics to any specific markets. (And we’ve seen plenty of those sorts of campaigns in our time). Know who you are as a brand, who your customer is and what it is your customer wants – and work from there. When customers get what they were looking for, they’re generally happier which means you’re likely to get fewer complaints and more compliments. So the bottom line is – don’t confuse your customer with your branding. Communicate clearly what it is that you are offering, and if you’re targeting the right audience, you’ll get results.

Here are some easy ways to get your branding spot on

Step 1: Know what your USP is. In other words, celebrate what makes you different from the hotel next door and create meaningful content around your uniqueness. Everything from your amenities to your facilities to your meals – if there is something different, special or unique about what you offer or how you offer it, make sure your branding reflects your uniqueness.

Step 2: Know who your customer is. Don’t try and be all things to all people – you will fail miserably. Instead, gather information and intelligence on who your customer is. When you target your branding to a specific or niche market, this enables you to fish where the fish are. In the long run, this helps hotels to gain more market share and enjoy increased profits as a direct result of branding directly to your customer.

Step 3: Make sure your branding looks good. Sounds a bit obvious but we’ve seen plenty of photoshopping in branding that just doesn’t scream authentic or honest. Use a mix of professional photography as well as social images to get the look you’re wanting to communicate. Instagram, Facebook, Flickr etc. are all brilliant platforms to use honest images to reflect your brand, so mix things up a bit. Also, when it comes to content, make sure your copy is crisp, to the point, easy to read, and free from grammatical or spelling errors. Create a set of brand standards that you can stick to, and communicate this to internal and external sources.

Step 4: Connect with guests on an emotional level. Showcase the adventures and experiences that guests enjoy when they stay with you. Show potential guests that you’re so much more than just a hotel with 4 walls and excite them with the romance, adventure or experiences which they could enjoy at your hotel or resort. It strikes a chord emotionally and this is a great connection to have with a potential buyer.

Step 5: Make it simple for guests to find you. Having an online presence these days is just as important as having a great brochure or print advert. Use social channels to promote your brand so that you reach more people and hopefully convert more business. Content is king so create meaningful content on digital platforms that’s engaging, interactive and fun. Include guest testimonials, guest stories, ideas and suggestions for wedding clients or businessmen (or suggestions specifically targeted to your target audience), ask for feedback from customers, include voting polls, videos of events and any other authentic content. Be consistent with your postings and when customers talk to you, be ready to talk back and engage with them. When guests can find you and they like what they see, they will often share your pictures or stories online to their friends. That’s great branding for any hotel!

The long and the short of branding is this – customers spend on average 30 seconds or less reading or viewing your brand / content. If you haven’t made an impact in that time, chance are, they’re looking at your competitor’s information and you’re not likely to see any business from that exercise in time. So make sure your branding is something people will never forget – via images, through content and through the message you’re communicating to the audience you’re connecting with.

Drop us a line of you have any comments to share with us – we would love to hear from you! To view our courses, visit our website or call us on 0861 44 33 00 to talk to a consultant today.

(Sources and images: http://hospitality.cvent.com/blog/junvi-ola/hotel-branding-basics-every-hotelier-needs-to-know; http://www.eyefortravel.com/social-media-and-marketing/7-basics-telling-authentic-effective-travel-brand-story; www.landor.com; www.travelforsenses.com )