Understanding & Creating Your Brand — 2014 FVRMA
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Transcript of Understanding & Creating Your Brand — 2014 FVRMA
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UNDERSTANDING & CREATING YOUR BRAND
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HI.
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WHO BELIEVES THEY HAVE A BRAND?
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WHAT DOES YOUR CUSTOMER SEE?
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LOGO
PHOTOS & VIDEOS
BROCHUREOFFERS & DEALS
WEBSITE
ARTICLES SOCIAL MEDIA
MEDIA
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WHAT DOES YOUR CUSTOMER FEEL?
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HAPPY?
COMFORTABLE?
FUN?MEMORABLE?
RELAXED?
SAFE? CONNECTED?
SUPPORTED?
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TOUCH POINTS & CORE VALUES
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THE GUEST
GREETING ARRIVAL OFFERINGS LOCATION EXPERIENCE FULFILLMENT TRUST
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BRAND REFLECTION
VOICE CREATIVITY VALUE EXCLUSIVITY INTUITIVE RESPECTFUL TRADITION
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COMPETITION
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COMPETITIVE AUDIT• Who are your competitors?!• What is being done by your competitors?!• What are the doing right? Wrong? Not at all?!• Who are you being compared to?!• How effective are they?!
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BRAND BUILDING
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VISUALEVOLUTION
DEMOGRAPHICHISTORY
CULTUREPRODUCTS
CORE VALUES
EMOTIONRISK
VALUESTATUS
QUALITYPRICE
POWERESSENCE
CORPORATE CONSUMERPERCEPTION
EMOTION
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PERCEPTION EMOTIONESSENCE
BRAND CORE
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DISTILLATION OF ESSENCE
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VISION• What is in conflict with your brand?!
• What are your most important products and services?!
• Why are you perceived as different within your category?!
• What is unique about doing business (both from a B2B and B2C) with you?!
• How do your customers describe your properties, services and brand?!
• Where do you want your company to be in five years?
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PERSONALITY• What emotions do you want your properties, services and attractions to elicit?!
• What kind of emotional customer feedback do you receive? Does it marry your vision?!
• If your brand was a person, describe their personality traits.!
• Is your brand an introvert or extrovert?!
• Are you believable?
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VOICE• Are you loud or soft? !
• Are you lighthearted and fun?!
• Are you serious and all-business?!
• Are you eco-friendly, pet friendly, LGBT friendly?!
• Entering your properties should tell your guest what?
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GUEST PERSPECTIVE• Who is your ideal guest?!
• Who is your nightmare guest?!
• Which market segment does your property serve?!
• Why should your customers care?!
• What is your brand promise?
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BRAND PERSPECTIVE• Is my story easy to tell?!
• What is my story, my promise and my place?!
• What are the realities of the perceptions we create?!
• What are the intangible by-products of those perceptions?!
• What about the brand must always change?!
• What about the brand will never change?
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VISUAL BRANDING
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MODERN
LUXURY
COST EFFICIENT
TIMELESS
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MODERN
LuxuryCOST EFFICIENT
TIMELESS
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MODERN
LuxuryCOST EFFICIENT
TIMELESS
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MODERN
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Luxury
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COST EFFICIENT
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TIMELESS
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VISUAL BRAND TOUCH-POINTS
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BRAND SAMPLES
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EXAMPLE
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EXAMPLE: TIFFANY & CO.
“Beautiful design makes a beautiful life” !~ Charles Lewis Tiffany
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EXAMPLE
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EXAMPLE: HARLEY DAVIDSON
“I’m a total badass.” !~ Thinks everyone that owns one
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EXAMPLE: THE RITZ-CARLTON
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EXAMPLE: THE RITZ-CARLTON
A philosophy !that raises anticipation to an art form.
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THE NEW MEDIA LANDSCAPE
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PAID: Media
Earned: Media
SOCIAL
Owned: IP
INTELLIGENCE DATA
ADVERTISING Online TraditionalEndorsementsOutreach
CONTENT UGCCreatedCuratedLocation-BasedRanks & Reviews
INFLUENCER ResponsiveRecruitmentRetention
PARTNERSHIPS Co-BrandingWhite Labeling
INTELLIGENCE TestingMonitoringOptimizationAnalysis
PROPERTIES Content: Blogs
WebsitesData & Lists
Mobile/TabletApplicational
ProductEmail
CHANNELS Facebook
TwitterYouTubeLinkedInGoogle+
Instagrametc.
COMMUNITY Subscribers
ForumsGroupsBoards
AFFILIATES Partnerships
Ambassadors
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CHANNELS
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VISUAL SOCIAL ROTATION
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BRAND PROTECTION
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LISTEN! See the following free/paid tools to listen/monitor your audience and brand:!• Hootsuite!• Twitter Search!• Social Mention!• Google Alerts!• Talk Walker Alerts
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BRANDS ON THE GROUNDCustomer
PMSalesSupport
Social
StaffManagement
BRAND TRIAGE
CRISIS
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BRAND LIFT
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KPI• Social Growth: increased likes, subscribers, followers, downloads, sign ups, etc.!• Reputation management: This can look like a great many things, but most assuredly it
will be an adherence to brand standards.!• Response management: These actions can vary from community management,
response to comments within threads as well as moderation and rule adherence.!• Sentiment: An aggressive adherence to maintaining a positive perception of the brand
and its actions to the audience.!• Sales: of purchasable rooms, merchandise and or associated services.
S
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TAKEAWAYS
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ACTION ITEMS1. Remember, brand is more than just a logo, marketing directives and tag lines.!
2. If your brand doesn’t match the needs of your customer — your brand must evolve.!
3. Ask yourself if your brand is permeating all the touch points of your guest’s experience.!
4. Does your staff truly understand, believe and speak your brand?!
5. Make sure your brand is consistent, active and ubiquitous.!
6. Create a support process within brand.!
7. Fail fast.
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Q&A
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