hotel branding

Why is branding so important?

We all know a great concept can only take a company so far. How well you communicate that concept through branding and marketing directly effects your success. Well then why are new companies still losing business due to poor branding campaigns that do not attract the attention of their target audience?

Recently pet friendly concepts have been popping up around the US, from the new Pet Airways, a pet-friendly airline that can send your treasured friend all over the US, to pet spas and daycares. These new “pet-pampering” concepts are unique ideas that deserve a respected glance, but their innovative concepts can only provide them so much longevity and success. A dynamic marketing agenda, in conjunction with effective branding, catering to the proper audience is a necessity.  Unlike Pet Airways, who seem to have a fairly decent brand that communicates an “air” of wimsy, yet still appearing professional, some pet concepts seem to fall short with their branding campaigns. Paradise 4 Pets, a new pet boutique hotel in Chicago, has a great concept that coincides well with this new “pet movement”, but their overly energetic colors and poor font choices in their branding is the wrong approach for their target audience. Let’s be honest, in these “RET” (rough economic times), the consumers who are spending major bucks on pampering their pet are no “average Joes”. Paradise 4 Pets’ clientele are those who still have the extra cash laying around and therefore will expect a more dynamic and chic branding image that coincides with their type of travel and lifestyle.  A good example of such is Kimpton Hotel’s pet friendly lodging brand that caters to both their human and animal clients with sophistication and a touch of humor.

One of the most important aspects of branding is knowing who your target audience is. Identification of this group will the delineate the style and approach of the brand.  Obviously budget can be a limitation on the level of design, but it shouldn’t keep you from a well-developed and effective brand. A good branding studio, no matter the price they charge, should be able to design a brand that communicate your concept’s values and message effectively.