When you think about a brand - most immediately think of logos, typography and color palettes - all attributes to the aesthetic of your company and its market positioning. But what you may not consider is the psychological impact your brand personality, tone, and cultural significance can have on different ages and genders! Branding is the beginning of your first-class, hospitality experience. We're sharing how you can leverage your brand to ensure target audience alignment and differentiation in the market.

The Importance of Brand Strategy

Brand Identity and Personality

Your color palette - including primary and secondary supporting hues - convey the personality and value of your brand. Depending on the viewers age, culture, and gender, brand hues hold different meanings. Let's use green as an example (our favorite hue at Sawgrass). In Western countries, green is often related to the environment, health, and growth. However in Indonesia, green is regarded as a forbidden color, representing exorcism and infidelity. In China, green can also indicate infidelity, where the expression “wearing a green hat” means a man is being cheated on by his wife. If we travel to Mexico, green is the national color and stands for independence and patriotism. In South America, however, green is the color of death. All to say, when navigating your brand personality, be cognizant of your target market and the emotions and cultural nuances colors evoke. 

Recognition and Recall

Consistent use of imagery, color, and copy leads to increased brand recognition. When your audience sees your logo, imagery, or a specific slogan or phrase, they develop a cognitive memory or affiliation with your brand. Recalling your ads, messaging or experience becomes easier with repetition. Are you consistently using the same tagline, imagery, or logo placement in your marketing materials?

Differentiation in the Market

While your brand look and feel maybe different - how is your service different? Your business model builds your brand and is the key differentiator in a saturated market. Unique or unexpected services, decor, amenities, or supportive staff should all play into the copy, creative, and colors you select for your brand. This is how you create a memorable brand story. 

Case Study: Nordic House Glamping

Nordic House is a collection of Scandinavian cabins nestled in the mountains of Maine, where luxury is rooted in nature.  Nordic House had a wonderful vision for its brand but needed assistance capturing the essence of Scandinavian minimalism, cozy aesthetics, and a connection with nature. Here is just a small peek behind the scenes into what goes on during a branding strategy. 

Using the StoryBrand and Design Thinking methodology, we interviewed owners Kendra and Cyrus to unveil their deepest desires for their guests' to experience. We found that their love of outdoor adventure paired with luxury touches meant creating a year-round escape from Boston and New York in Maine to ski, snowboard, hike, or paddleboard on their private estate. With special touches like a naturally, spring-fed cold plunge and warm sauna, we incorporated natural elements into their iconography and used san serif fonts to reflect the refined minimum. 

Font selection and color palette are just as important, consumers are 81% more likely to recall a brand’s color than remember its name. That is why it is so important to make sure you brand has a cohesive look and feel specifically for your vision.

When you invest in brand strategy, you're doing more than partnering with a graphic designer. You're investing in a quality brand foundation that provides you with clear messaging, market differentiation and communicates your business values and story. A strong brand story is a cornerstone for everything from operations to interior design, to architecture. It’s what makes a guest’s experience so meaningful that they’ll share it often, and come back for it time and again. ⁠
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Through a curated brand story, brand identity, guest experience, and social media, your hotel and vacation rental will make a bigger imprint on your guests than you realize. We help you find clarity to create a cohesive and impactful brand identity that communicates your story, values, and aesthetics that can then be targeted to your desired customer. 

As you become more clear on who you are, we work to get to the heart of your message, creating consistent content that will increase brand loyalty and establish a high value for your product or service. 

Ready to Improve Your Brand?

Now is the time to take a step forward. ⁠
⁠ Let's create something exquisite and memorable, together.