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Free Hospitality Publications
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Restaurant Industry News
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Tuesday October 24th, 2006 |
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Create and Commit to a Brand World View - By Rick Hendrie
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Marketing has a central and powerful role to play in guiding a business to success. Beyond the creation and execution of brand communication, it holds the responsibility to be a brand evangelist, offering a brand world view that serves as context to all that a company does. |
In looking at the way the great companies hold their brand, I suggest embracing these principles to help you on your journey to preeminence.
• Determine a single brand personality and 'blow it out' across all channels and audiences
• Move from a discount based to an experience based brand
• Commit to a marketing world view focused on developing personal relationships to achieve company goals, rather than anonymous transactions
There are others, of course, but these three are the foundation of remarkable branding.
Determine a single brand personality and 'blow it out' across all channels and audiences
The crux of 'Be Who You Are', this principle states that whatever your brand personality is, you must ensure it appears or informs everything you do, from advertising to operations to how you pay your bills. No detail is too small to be filtered through the brand prism. Consumers today are both inured to and overwhelmed by marketing messages. The only way to penetrate that wall, and that assumes you have crafted a brand personality with your guest's help, is to communicate with '20-20' precision. Every element that falls outside the brand circle, every feature that runs counter to who you really are, makes that vision fuzzier and fuzzier. And no guest will ever 'get it' if you aren't in focus.
Move from a discount based to an experience based brand
Many brands are lured into the addiction of discounting because of a lack of brand oxygen. Smart people succumb because of short term necessities. I know I have. Nonetheless, and make no mistake, a discounted brand is a brand on its deathbed. CREST data supports the sorry fate of the discount committed brand; less perceived value than others in the category and brand degradation, to boot.
What do you do? Commit to creating an experience for the guest that is infused with the spirit and vitality of your brand. Elevate each block of the guest visit to '5' sensory heaven. Do a Wall to Wall walk through and evaluate exactly what you are 'telling and selling' the guest in every square foot of your property. Does it jive with your brand personality? Every detail counts. It includes the back of the house, as well, because it's backstage your staff of actors get most of the blood and guts of your brand. Your operating values rule here, and the walk you really walk is revealed.
Commit to a marketing world view focused on developing personal relationships to achieve company goals, rather than anonymous transactions
Farming as a business model tries the soul of many operators because it requires patience. Our culture, particularly the Boomer Generation, has been infected with a hunger for immediate gratification that runs counter to nature and any pursuit of excellence. That appetite for 'results now' is exemplified by the hunting model which rewards a blunderbuss shot with a meal for the night. Farming takes longer but it's sustainable and can feed a family for a year.
Personalized relationships with all the audiences with whom you interact does not suppose 'deep friendship' or inappropriate intimacy. It merely recognizes most guests crave personal attention, acknowledgement and a sense that they belong. The best of us understand that we are in the bread breaking, 'roof over your head', hospitality business that celebrates communion and community. Seek ways to encourage communication from your guest and your associates. Make it easy to talk to you. Become 'Champions of Feedback'. Never let any conversation stop after the first 'back and forth'. Look for opportunities to continue to engage the guest. Most don't do it because it's hard and doesn't necessarily offer immediate rewards. But when you surprise and delight your guest with unexpected hospitality, I guarantee you they will tell others.
When you create a brand world view, you have the ability to always check any action, any thought against an enduring foundation. It will steer you in the right direction and you will reach brand nirvana .
Rick Hendrie is President & Chief Experience Officer of Remarkable Branding, Inc. a Cambridge MA based consultancy which helps clients create and market memorable brand experiences. For a complimentary newsletter go to www.remarkablebranding.com.
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