Articles

Nurturing Your Brand

By: Brad Kaplan, New England Inn Brokers

Establishing “Your Brand” is the cornerstone of a MARKETING PROGRAM FOR A HOSPITALITY PROPERTY. “Your Brand” is the stepping stone to building an emotional connection with your valued customers. Do you order a cola or a “Coke”? Do you use tissues or ”Kleenex“? Your brand can create a long lasting image, creating a promise that is uniquely yours.

The three concepts discussed below are essential steps in creating the “emotional connection” with your customers:

YOU ARE YOUR BRAND: Marketing yourself is an essential ingredient of your branding strategy. A visible face, not only to your guests through communications such as holiday letters, but also to the community at large is an essential element of hospitality branding program. The property owner is the keeper of the brand. It is essential that the owner participate in a wide array of local civic activities to keep you, the brand in front of the community at large, as well as your guests.

YOUR UNIQUE ITEMS: These are the recipes, amenities, and services that are special to your property. These specialty items don’t always need to be exotic or unusual. A signature item could be something as simple as a uniquely prepared breakfast item. Lobster ravioli for breakfast is a great example of a signature breakfast item. Your signature items must be yours, they must be special, and they must be real and unique. When all of these criteria are met, you then have a truly unique item that builds your brand.

YOUR PROMISE: Your promise is one that is uniquely yours. The promise of satisfaction that is supported by the excellence of your property is made to every guest, every time they visit. This is a promise that only the owners can make. Keeping this promise of satisfaction builds positive branding more than any amenity you can give away.

These three components will help to create Your Brand and build that important emotional connection with your guest. Your property, regardless of technology, Wi-Fi, flat screen TV’s, smart phones, etc. is an escape from the daily reality of life. You and your brand, effectively and genuinely marketed, can capitalize on these experiences and cement the emotional connection with your guest, creating an invaluable referral network.