understanding & creating your brand — 2014 fvrma

UNDERSTANDING & CREATING YOUR BRAND

WHO BELIEVES THEY HAVE A BRAND?

WHAT DOES YOUR CUSTOMER SEE?

PHOTOS & VIDEOS

BROCHUREOFFERS & DEALS

WEBSITE

ARTICLES SOCIAL MEDIA

WHAT DOES YOUR CUSTOMER FEEL?

HAPPY?

COMFORTABLE?

FUN?MEMORABLE?

RELAXED?

SAFE? CONNECTED?

SUPPORTED?

TOUCH POINTS & CORE VALUES

THE GUEST

GREETING ARRIVAL OFFERINGS LOCATION EXPERIENCE FULFILLMENT TRUST

BRAND REFLECTION

VOICE CREATIVITY VALUE EXCLUSIVITY INTUITIVE RESPECTFUL TRADITION

COMPETITION

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?!

BRAND BUILDING

VISUALEVOLUTION

DEMOGRAPHICHISTORY

CULTUREPRODUCTS

CORE VALUES

EMOTIONRISK

VALUESTATUS

QUALITYPRICE

POWERESSENCE

CORPORATE CONSUMERPERCEPTION

EMOTION

PERCEPTION EMOTIONESSENCE

BRAND CORE

DISTILLATION OF ESSENCE

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?

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?

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?

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?

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?

VISUAL BRANDING

MODERN

LUXURY

COST EFFICIENT

TIMELESS

MODERN

LuxuryCOST EFFICIENT

TIMELESS

MODERN

LuxuryCOST EFFICIENT

TIMELESS

MODERN

Luxury

COST EFFICIENT

TIMELESS

VISUAL BRAND TOUCH-POINTS

BRAND SAMPLES

EXAMPLE

EXAMPLE: TIFFANY & CO.

“Beautiful design makes a beautiful life” !~ Charles Lewis Tiffany

EXAMPLE

EXAMPLE: HARLEY DAVIDSON

“I’m a total badass.” !~ Thinks everyone that owns one

EXAMPLE: THE RITZ-CARLTON

A philosophy !that raises anticipation to an art form.

THE NEW MEDIA LANDSCAPE

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

CHANNELS

VISUAL SOCIAL ROTATION

BRAND PROTECTION

LISTEN! See the following free/paid tools to listen/monitor your audience and brand:!• Hootsuite!• Twitter Search!• Social Mention!• Google Alerts!• Talk Walker Alerts

BRANDS ON THE GROUNDCustomer

PMSalesSupport

Social

StaffManagement

BRAND TRIAGE

CRISIS

BRAND LIFT

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.

TAKEAWAYS

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.

www.justicemitchell.com!

understanding & creating your brand — 2014 fvrma

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brand promise

brand perspective2014

brand building2014

guest perspective2014

ideal guest

nightmare guest

customer feel

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