Branding. Chances are you've heard of this term. "That's something about marketing, right?" Right. Branding and marketing go hand in hand, and they need to. But, there is still sometimes confusion about the difference between the two terms. Time to clear this up. What is branding and why is it actually so important for the hospitality industry?
What is branding?
First, let's clear up the confusion between branding and marketing. Think of it as neighbor and neighbor. Like kitchen and ministry. They need each other. Branding is literally who you are and what you want to portray. It is your DNA, your character and all the associations that come to mind when you hear your name. It is what makes you different from others.
Marketing, on the other hand, is more the link between you and your guest. It is meant to reach and activate guests and is customized based on your branding. This makes it essential that your branding stands as a house.
Why is branding so important within hospitality?
These days, hospitality businesses are bursting at the seams. Very cozy of course - something with souls and joy - but how do you ensure that a large proportion of those guests come to your establishment? After all, a full tent is even cozier. Plan of action: being top-of-mind.
In other words, be the first brand that comes to mind of the (potential) guest and thus stand out in such a way that the guest cannot ignore you.
Through the right branding strategy, you create the ability to establish a unique, visual identity that many people recognize, remember and don't forget.
Then why now?
Branding contributes to the overall guest experience, which is becoming increasingly important these days [1]. A hospitality business is judged on more than just a good steak. This increasing importance of experience is taking the hospitality industry to a higher level, also called Hospitality 2.0 called. Senses are stimulated and a quick coffee becomes an experience in itself, with a unique look and feel.
In addition, the term Instagrammable has been playing a big role in the world of food trends for a while now. It is becoming increasingly important that an experience invites sharing on social media - no more will a "dinner party with friends" escape an elaborate shoot on Instagram. A clever way of advertising that has good branding behind it. After all, a cutlery bag in your recognizable brand identity will be directly linked to your business by those 1,000 followers.
La Catrina | Westfield Mall of the Netherlands
And beyond that printed cutlery bag, where else do you see this "branding"?
The expression of your hospitality brand often starts with a logo and brand identity and can then be incorporated into anything dhe design of your business, social media, ution of your staff, ver packages, menuk cards, servets en so on.
Branding is also reflected in your tone of voice - the language in which you communicate to the outside world as a brand. The power of branding lies in repetition: the more often the guest is stimulated by different elements, the stronger the memory.
What does it provide?
A key difference between branding and marketing, is the revenue model. Whereas the financial results of marketing are measurable, branding is not a "direct" transaction. This makes the impact difficult to measure.
However, branding is seen as a sustainable investment that can lead to long-term revenue growth. How this comes about?
- For example, consider raising your prices. Guests are willing to pay more for an experience.
- In addition, guests will return to you more often because you as a concept have won a distinctive place in their minds. These returning guests build a bond with you, become loyal to your brand and will spread your name (let word of mouth be the strongest form of advertising [2]).
- Last but not least, a strong image leads to name recognition. People will talk about you and recognize you.
"Hey babe, there's a bag cycling there from eatery Snert, shall we order that tonight too?"
Branding of The Avocado Show
A good example often cited when it comes to branding in the hospitality industry is The Avocado Show. Chances are you've heard of this concept. Ron Simpson's brand literally feels like a "show," and he and his staff go out of their way to create a total experience.
Therefore, it is well known to many that the avocado plays the main role in their brandy and their brand identity consists of the colors pink and green. "Good vibes and pretty healthy food" reads their funky slogan, laying the foundation for an upbeat tone of voice. These elements are reflected in all their communications, addressing their (potential) guests in a consistent and consistent way.
You never start building a rock-solid brand too early, but you certainly never start too late either.
Did you know that McDonalds first had a yellow and red logo, but in 2009 replaced the red color with green [3]. This is because green exudes sustainability and due to a change in their ideals and core values, this color was a better fit for the brand.
So branding is anything but a set business; it is anticipating the outside world, then building frameworks using a clear strategy. Creating an identity that continues to shape itself over the years by responding to trends. Ready for?
Source reference:
[1] Hospitality trends 2022: what is, will be and will remain important, Lightspeed. Accessed August 28, 2022, https://www.lightspeedhq.nl/blog/horecatrends/
[2] Global trust in advertising, Nielsen. Accessed August 28, 2022, https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/global-trust-in-advertising-report-sept-2015-1.pdf
[3] McDonalds replaces red in logo with green, VRT news. Accessed August 28, 2022, https://www.vrt.be/vrtnws/nl/2009/11/24/mcdonalds_vervangtroodinlogodoorgroen-1-640132/
