Brand Strategy Framework
Why do you need Brand Strategy?
In this world full of advertisements and constant messages, hotels need to work ever harder and smarter to cut through the noise.
The best way to do that is to build a distinctive and memorable brand that can bring you super engaged employees, pricing confidence, customer retention, and more efficient marketing.
If you can answer these questions fully then congratulations you have successfully positioned your brand, if not we recommend that you invest in our online brand strategy workshop.
1. Do you have a mission and vision statements?
2. Can you describe your hotel in one sentence?
3. Who is your target customer, what customer problem are you solving?
4. What’s the benefit of choosing you over the competition?
5. What’s the emotional value of your product? How should the customer feel after using your product?
6. What are your core values?
7. What’s the essence of your brand? What’s the core idea you’re trying to communicate?
BUILDING YOUR BRAND STRATEGY
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OUTPUTS
COMMUNICATIONS AUDIT: Digital review of your current messaging.
OWNABLE MARKET POSITION: Building on the audit, we identify and map where you need to play in the market, and plot an ownable market position versus your competitor set.
TARGET CUSTOMER PROFILE: Based on consumer insights and luxury travel trends we create a portrait of your ideal target customer.
BRAND PYRAMID: Starting with your features and functional benefits we build a pyramid to reveal your brand essence.
POSITIONING STATEMENT: We will craft a short statement that pulls everything together.
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INPUTS
CONTEXT: Desktop analysis of digital image
ANALYIS OF COMPETITORS DIGITAL PROFILE: One page review of how your competitors are speaking to the market
STAKEHOLDER INTERVIEWS: Pre-set questionnaire and a one hour interviews with the hotel owner(s), general manager and sales and marketing leadership
ONLINE BRAND WORKSHOPS: A facilitated half day online video meeting to define target customers and produce pen portraits. A second half day to explain and build the brand pyramid
BRAND BOOK: All the outputs be presented in a PowerPoint format
“If you don’t give the market the story to talk about, they’ll define your brand story for you”
— David Brier
