How excellent branding makes a difference in luxury hospitality

Below is a guest post John ShadlerExecutive Director of Monogram, a marketing agency for luxury lifestyle companies. The opinion is by the author himself.

When choosing a place to stay for leisure or business, today’s luxury consumers face With the difficult task of sifting through numerous options. So, what exactly makes luxury Will hotel real estate rise to the top?

Typical criteria are location, service and amenities, but brands, which are intangible aspects of the equation, should also be considered. This is an emotional connection and promises to come from the hotel’s image and experience. You can’t completely identify, but you know it’s there – what is it and how does it happen?

Brand philosophy

When considering an overwhelming array of luxury hotels and resorts around the world, It’s fair to classify many of them as “good.” But then there are a few selected Definitely great.

These are really things that go up. And while greatness can come from many different characteristics, it always starts with a strong and well thought out brand Philosophy was built around core principles, values ​​and beliefs.

It sounds logical and rather basic, but not so, companies do not apply a strict level and commitment to the efforts they should be doing. A brand that truly succeeds in a luxurious space is a brand that lives and breaths promises every day. They create emotional connections and lasting relationships with employees, guests and the community.

Brand Commitment

So, how does this actually happen? And who’s actually doing it well? Over the past 40 years of working with high-end luxury hospitality brands, I have believed that there are six distinctive features of great brands.

The first is visionary leadership. Great brands start from the top, leadership arises and adapt to the ever-changing market, while the company remains tailored to its core values.

The second is a clear purpose and vision. A great brand needs to be clear about why it exists and stimulate the lifestyle that people want to participate in.

The third is truth and authenticity. A good brand must provide both honest and authentic expectations and experience.

Next is a strong visual identity. A great brand is recognized for its simplicity and clarity. It should have a style that matches what it does.

The fifth is emotional connection. Great brands must resonate with their audience. To do this, you need to be consumer-centric. This means prioritizing consumer needs and providing promises to meet those needs.

And finally, consistency – great brands connect with consumers at every touchpoint. Advertising and social media have on and off properties applied and reflected in their service model. A great brand can find its north star and maintain its course over time. This is a commitment that cannot afford to take the backseat on the daily trading side of the business.

Brand Ingredients

I was lucky enough to be involved in an organization that believes in brands As a top priority. Each has a unique perspective on beautifully organized personality and luxury, relating to the time and place where everything exists. They also don’t take themselves too seriously, but always take guests, employees and operations with the utmost seriousness.

How do they do that? The brand consists of a unique set of ingredients that ultimately formulate the outcome. Building the ingredients of a brand requires convergence of four elements.

Branded stocks are existing attributes that a brand has. Depending on the brand’s life, it may have a deep heritage or a shallow history. Brand equity is the foundation of a brand.

Brand vision is an ambitious space that a brand wants to be. It draws for the future.

Next is the emotional needs of consumers. What space does brands occupy in the minds and minds of consumers? What emotional needs does it meet?

Finally, there is the market landscape. The brand is occupied in the competitive landscape that must flourish. Here, it bets the claim.

Define luxury

Luxury is what you feel. Luxury means embodying an experience that offers exclusivity And peace. It’s about access to exceptional things, whether it’s time, space, quality of craftsmanship.

The final part of the brand building process is to commemorate its ingredients in a brand playbook. This is a guide to everything that touches the consumer, but it is It should be considered a living and breathing thing.

Ultimately, good branding is more than a process model. The magic comes from diligence and unwavering commitment to the brand’s ultimate goals. It comes from a dedication to perfection and a desire to continue reinventing. Not only is it good, but it’s also the need to do great things.