I believe there are two primary principles that any branding or marketing professional should focus on when launching or reviving a property-focused brand:
Let’s start with the story.
The core of each and every successful brand is a compelling story - one that shares a message beyond its product and invites people (customers) into a deeper experience. Be it a story of legacy and history, location, public figures or a heavy focus on niche design.
Your story is what invites customers into a deeper journey; a place of memories and connection. Don’t skimp on storytelling - embrace it and share. Now more than ever, people want to experience something beyond their hotel room.
It’s a feeling - not always rooted in facts, analytics and data, but in simply sharing the beauty of being human. Well-branded properties not only emphasize the visuals (brand, interiors, scent, furniture, art, etc.), but the relationship between guests and the property. A great branded experience thrives and dies at the hand of its people and service. Remember that restaurant where the service was unbelievable? Or maybe that resort you stayed at where you felt like royalty? Perhaps it was the quick and easy return you did online with a customer service representative that made you come back again and again. Whatever it was, your experience there made it memorable.
Story and experience are at the core of what we’re doing here at Brightwilde. We’re creating unique experiences through design, history and an incredible guest experience. I can’t wait to check back in from time to time and share projects with you as they come to life and I’m hopeful that you too will want to come and experience what we like to call, “the value of unique.”