Branding is an idea or image which is marketed & that it is recognizable by more and more people, identified with a certain service or product. Branding is an important aspect of a company, as it allows companies to build their reputations and expand their portfolio.
Hotel / Resort Brand Names & their Brand Standards can be a big part of the marketing of any type of hospitality ventures. Branding has always been a hot topic. One must either be affiliated by a Franchise Agreement or Membership or a Brand Created independently. A Brand provides an identity and a sense of consistency. Creation of a Brand can be achieved, by focusing on the expectation and market analysis & all deliverables including the Brand manual.
A brand is the identity of a specific product, its service delivery & its consistency. Brand Standards distinguish facilities from its competitive set, so as to establish their own customer preference. Customers are likely to prefer well-known Hotel / Resort Brands because of their distinguished Brand Standards, over generic products in order to minimize their R&D & risk.
12 August 2016
Branding is an idea or image which is marketed & that it is recognizable by more and more people, identified with a certain service or product. Branding is an important aspect of a company, as it allows companies to build their reputations and expand their portfolio. People are even attached with a Brands Emotionally as well, because of their Standardization & Customer Service. Brand Standards driver higher ROI by capturing more market share & in turn building strong customer loyalty. For a brand to stand out, there must be consistent Brand Standards in place, which ensure that each Team Member of the Brand has the responsibility to deliver a consistent & uniform guest experience.
For Franchised & Managed Hotels / Resort, Operators take various steps to make sure their Brand Standards are in compliance. All Operators mandate Brand Standard Audits and if not complied with on one or more occasions, ultimately resulting in bitterness in relationship & termination of the Franchise or Management Arrangement.
Compliance of Brand Standards at all times is achieved through the daily management leadership of the General Manager of the Hotel / Resort by way of fostering a Strong Culture through Induction, Training, On Job Training, Recognition and other Learning & Development Tools available on hand. Firm implementation of the Brands SOP’s is a Key Pre-Opening Exercise for a Hotel / Resort. Brand Standardization across the board (all departments) within a Hotel / Resort – Front Office, Housekeeping, F&B Service, F&B Production, Engineering, Purchase, L&D, HR, Sales & Marketing.
Brand Standards act as a minimum level of Product & Service expectations within the eyes of a Guest. They create cohesiveness necessary to the survival of a Hotel / Resort. Brand Standards are critical in creating Brand Identity & Equity. Standards bring stability to the business. Standards Keeps one ahead of the Competition. Standards allow a Guest to Choose a Hotel / Resort with confidence. Standardization reduces operating Costs.
Brand Standards which have been developed over a period of time, they should be part of Companies Vision & Mission Statement. Everyone working for the common goal of the company should go the extra mile to exceed the Guest Expectations by consistently achieving a higher level of Brand Standards.
Communication & Deliver of Brand Standards should match each other. Very importantly, the Service Standards provide the staff with guidelines as to what they should be doing for their guests. Standards help to identify and close service gaps.
A Satisfied and a Happy Guest becomes the Hotel’s / Resort’s Brand Ambassador and tends to bring in referral & repeat business for the Hotel / Resort.