Hospitality brands often need to nail their branding before pursuing expansion plans, launching new services or sites, or developing an updated pricing strategy or published room rate schedule because their branding is the foundation on which each of these decisions rests.
When we first work with a hospitality business, we start with a full brand audit, which gives us a wealth of data and insights to identify pinch points, problems, or areas where a lack of brand cohesion is holding the company back from achieving the revenues and volume of potential customers it is capable of.
As a brief overview, those obstacles that can be resolved with an effective, ambitious and forward-thinking brand strategy include:
- Problems with differentiation, which occur when consumers perceive that two hospitality businesses are comparable or don’t have sufficient knowledge of the brand to understand how their offering, guest satisfaction, or service quality make them special.
- The need for greater agility, where the seasonality of hospitality means many companies depend on peak periods, without any defined way to diversify and take advantage of shifts in services or offers in other seasons.
- Inconsistencies within the brand, without precise, clear brand guidelines that unify communications and brand values across every location, site, venue and team.
- Uncertainty over target audiences or a reluctance to refresh and update branding for fear of alienating existing guests.
Our data-focused, in-depth research services add certainty to all parts of your brand strategy. We dive into data extracted from multiple sources to unpick the values, qualities, and aspects of your brand that stand out and define the nature and style of your branding going forward.