It is becoming increasingly apparent that brand assets are important in brand differentiation. What does your hotel do that others don’t? What look or feel does it have, what emotions can it engender, what story does it tell? As marketing hall of fame inductee Seth Godin
put it: “In a crowded marketplace fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible.”
A 2019 analysis from Lucidpress
reported that consistent presentation of a brand can have a +33% impact on revenue. Top tip: stand out and stand out consistently.
At a time of flux, when many traditional norms and previously fixed points are shifting, a strong brand is many consumers’ port in a storm. And COVID-19 is likely the biggest storm most of us have ever experienced. In this Edelman Trust Barometer
report, consumers were asked for brand attributes that were either deal breakers or deciding factors in their buying decisions. Although quality and value were the most commonly cited reasons, 8 in 10 respondents (81% globally) said that trusting a brand to do what is right is a key factor in a purchase decision.
Interestingly the same report found that long-term trust builds a buyer’s receptiveness to advertising. While 48% of those surveyed said that they pay attention to a brand’s advertising and communications even if they do not fully trust them, this rises to 76% when they have trusted a brand for a long time. Top tip: decide what your core values are, tell your audience and stick to them. Be authentic.
Loyalty and advocacy
It costs much less to retain a customer than to acquire a new one. And repeat bookers spread the word. As this excellent Hospitality Net
article reveals, attracting new customers costs five times more than retaining existing ones and the repeat bookers spend more. Strong branding promotes customer retention and recommendation. In the same Edelman survey as above, 75% of global respondents said they would continue to buy from a brand they trust even if another brand suddenly becomes the hip one.
Crucially they will also act as advocates with 76% saying they would always recommend the brand if asked. 92% of consumers trust word-of-mouth recommendations over advertising. Marketers call this the virtuous circle - great brands grow ambassadors, ambassadors grow great brands.Top tip: showcase what you value through your messaging, deliver on it with great service and customers will make an emotional connection with you.
Brand salience is the probability of a person recognising or thinking about your brand when it matters most. This is not just brand awareness – salience is the unsung hero of indecisive buyers
! It is a mix of delivering multiple signals and also ensuring these signals have relevance, make strong associations and carry emotional heft. All of your assets can be deployed here including a bold logo or tagline, advertising, newsletters, podcasts, social media and endorsements.
Top tip: know your audience and create a platform and assets which suit the way your consumers engage. Remember what made you successful.
If we look back to our imaginary hotel bookers at the beginning of the blog, we can now see how important branding was in their decision. Had they stayed before (loyalty); did someone tell them (advocacy); did they think of the hotel as soon as they decided to buy (differentiation & saliency); and had the hotel messaging created sufficient trust so that they could be sure of a safe stay.
At Aró Digital we can provide you with all the tools necessary to create and promote your brand including:
- digital advertising
- stunning websites which tell your story
- logo design
- loyalty programs
- digital marketing communication
- offline PR integration
- social media messaging
Get in touch and get branding!