A good Brand should deliver a clear message, provide creditability, connect with customers emotionally and create user loyalty. All members of the hospitality team need to understand and buy into the Brand Essence and its deliverables.
Essence and senses
Attributes, differentiation, relevance, inherent energy
What’s the difference?
Create a narrative
Internal meets external
‘The kind of brand you want to be has to be directly related to the type of guest you want to target and attract to your hotel.’