Read our articles


Why have a strong brand

Effective branding can help build your reputation, make you stand out from your competition and project your values to attract your ideal client.

Your brand is your business identity – the image you wish to portray to the world – and is one of your company’s most valuable assets. Although your visual brand identity is important, your brand is more than your logo. Your brand communicates your business personality and shapes your clients’ perceptions of who you are. Your brand should project the expectations and promises you extend to your customers in terms of quality, service, reliability and trustworthiness and create trust and loyalty from those who do business with you.

A strong brand identity helps your guests differentiate you from your competitors and can positively influence their purchasing decisions, resulting in more bookings to your property.

But there are several myths and misconceptions that small business owners believe that can get in their way of developing a strong brand identity.

Myth #1 – We can design our brand ourselves

We have all experienced the effects of a do-it-yourself brand. What do you think when you are handed a self-printed, black and white business card? What happens when you get to a website that looks home made? People will judge your ability to provide the guest experience they are requiring. Don’t risk turning away potential guests with an unprofessional brand.

Myth #2 – We can’t afford to have a professional brand developed

Having your company brand professionally designed costs money, but it may cost your business more if you do not have a high-quality, visual identity. The visual representation of your identity is something that takes a skilled resource. Creating a logo that is not aligned with your vision, values, target audience and positioning could cause confusion in the market. For example, if you provide quality guest accommodation with attention to detail and a spotless venue , your lack of attention to detail in your brand will send a conflicting message to your guests

Myth #3 – We don’t need a brand

Since more people search for rooms online, you absolutely need a quality visual identity for your web presence. How do you represent your property without one? And whether you have developed a professional brand or not, your business has a brand. Your company name, how you deliver on your promises and what your customers say about you when asked creates an impression of what it is like to do business with you - that is your brand

You can let it be developed for you through online customer reviews or your competition, or you can take control and manage it to your advantage. Your choice.

The Benefits

Makes your company look bigger

When prospects see a professional brand consistently used on your business cards, website or social media profiles, they get the image of a property that is worth a stay. They will also expect to pay more for a more polished brand and property. If you hand them a home made business card or your web presence is unprofessional, they will think you are small and it will devalue the cost of your room nights and you may also attract the wrong target audience.


Builds loyalty and trust

One of the ways you can separate your business from the competition is to have a unique brand that differentiates you in the marketplace. A strong brand that conveys your values builds an emotional connection with customers, which will attract them to your business if they share the same values. This type of connection makes it easier for you to develop a long-term relationship with those customers, leading to greater customer loyalty.

Conveys stability

You may be the best, most experienced accommodation operator in your field, but no brand or a self created brand conveys an impression that the business won’t last. A brand helps you develop an image for your business that says “I’m here to stay”. A well-defined brand identity projects a long term feel to those who see it regularly. E

Makes your business memorable

Developing a brand identity and using it consistently helps customers remember who you are. The more your guests see your brand, the more likely they will contact your business for information. Every time you get to interact with your guest, you have a chance to make a connection and create a memorable brand experience.


Has your business taken control of its brand identity?

Contact us

Does your website have great content

But taking the effort to write great content is a win for your business.  It clearly explains what you do, and your strength.   There are two different styles of content for your website.  Writing for those people who love to read, you all know those people.  They are the ones that don't just read, they analyse your content and look for deeper meanings.   They possibly have copies of The Lord of the Rings in every room of their houses - just waiting for the next hidden meaning to pop out!  There are also readers (like me)  that scan and read the core messages.  

This can be easily achieved in website content.  The instant messages can be written on the home page, and bullet points used.  And the meatier content can be written on the internal pages with key words highlighted for the wow effect.

Our top 5 hints for great copy

  1. Write your copy as if your web visitors have been hunting the web all day and Voila they have landed on your page and got their reward!
  2. Put the important information first.  Unlike an essay where there is a conclusion.  make your point straight away, and then make it again and again
  3. Avoid jargon.  This can be difficult when we are fully immersed in our business and work with like minded people all day.
  4. Use short paragraphs - four sentences max!
  5. Note that visitors to your website can land on any page - so have a clear overview on every page.

 

And  Make a strong visual impression.  Website copy and web design need to work together.

 

Is your business effectively using Social Media

You need to have the following:

  • Facebook Business Page
  • Business (and Personal) Linkedin Profile
  • Google Business Page

These are important streams that lead potential clients to your website and then future business.  

I could write pages and pages on why you need to have a solid Facebook business strategy (and there will be other blogs in and around this)  but one area that is needed to be taken seriously is Linkedin.   It has also been the distant cousin to other social media streams, but suddenly it is stepping up and getting noticed.  Possibly because Microsoft has just invested 22 Million into this platform

50% of all social traffic for business to business websites and blogs is driven by Linkedin. 

If you do a search for your name in Google - the first profile that comes up is Linkedin. 

It is time to get serious about Social Media!