What is brand essence, and why is it important? And how can you make sure that your hotel photography is infused with it?
You could say that brand essence is the thing that makes your property different from any other place. It’s likely to be a feeling, a mood or an idea that surfaces when someone things about your hotel. Something you can describe in just a few words.
It’s a feeling that should embrace your guests when they arrive.
Likewise, your sales and marketing material should make the same kind of connection. They should invite people to get into a certain type of mood, in anticipation of staying with you.
So of course, it’s important that your brand imagery – one of your key sales and marketing tools – is infused with that very brand essence that helps people to connect and identify with your hotel.
Brand Essence Reboot
It can be easy to launch into campaign after campaign, and forget about going back to the basics, to check in and make sure that you’re still connecting with your brand’s essential DNA.
So as a refresher exercise, give yourself a test. If someone was to ask to you describe your brand’s mantra, or any of the other things listed below, how would you respond?
What is your brand’s…
- Signature strength
- Core attribute
- Life force
- Central nature
Words that people might use to describe your brand
It’s good to think through how you want your customers to describe your brand to friends and colleagues. What key words would they use? Look at the below list – do any of them sum up how you want your brand and your hotel to be perceived? Choose three- or write down three of your own that match your brand more perfectly.
- Cutting Edge
- Low Maintenance
How do people talk about themselves?
Another key descriptor is how people feel – and the words they use to describe how they felt about themselves when they stayed with you. Take a look at the below list – do any of these fit the bill for how you want people to feel? Again, choose three- or write down three of your own that match your brand more perfectly.
The Ultimate Goal
A good thing to remember is that the ultimate goal of branding is loyalty. And isn’t customer loyalty one of the ultimate goals of hospitality?
I look forward to talking with you about your brand’s key differentiator when we meet to plan your next photo shoot!