Five Mistakes to Avoid When Launching a Hospitality Brand
Launching or relaunching a hospitality brand is an exciting endeavour, and if it’s done effectively, it can be a great way to stand out in a crowded market, attract a lucrative audience, and keep up with ever-evolving customer expectations.
But venue operators risk missing the mark if they lack a clear understanding of what the most important elements of a successful branding (or rebranding) project are. As hospitality branding specialists, we’ve observed the common pitfalls that can diminish a brand’s impact, in this blog post we’ll explore five mistakes which can easily be avoided with an informed approach and the right guidance.
Mistake #1 Not Defining Your Brand Strategy
One of the biggest mistakes made when people launch a venue is failing to define their brand strategy at the outset of the project. Your brand strategy is the north star that guides every aspect of the venue's brand, from the target audience, value proposition and positioning to brand values, messaging and personality. Without a clear brand strategy in place, you risk sending mixed messages to your audience and failing to differentiate yourself from the competition. By taking the time to define your brand strategy upfront, venues can create a cohesive and compelling brand that resonates perfectly with their audience.
Mistake #2 Not Being Customer-Centric
Often restaurants, bars and hotels create a brand that focuses on themselves and what they do, rather than centring it around the customer’s needs, preferences, and pain points. This can lead to misalignment between your brand and its intended audience, resulting in a lack of connection and engagement with your target market.
It’s essential to gain a deep understanding of your ideal customer and use market research, surveys, and customer feedback to gather insights into what matters most to them and how you can continually meet their needs. Brands that don’t take a customer-centric approach to branding often find their brand messaging, identity, and offerings miss the mark, leading to negative perceptions, reduced trust, and a decline in brand loyalty. Brands that do tailor their branding efforts to their customers are better positioned to succeed, capturing the attention and loyalty of their target audience, and driving business growth.
Mistake #3 Creating Inauthentic Brand Identity Design
Your brand identity is the visual representation of your brand, so it's crucial to get it right. However, many hospitality brands try and copy other brands that do it well or choose a cookie-cutter approach, which can undermine trust and credibility with consumers and may not resonate with the intended audience or effectively differentiate the business. Ultimately, success in the market requires a genuine and distinct brand identity that reflects the values, personality, and offerings of the business. To maximise your potential, invest in professional brand identity design that is built upon strategic brand foundations and authentically reflects your brand's essence.
Mistake #4 Not Engaging Your Community
Community engagement is essential for the success of any hospitality brand, yet many brands fail to prioritise it during the launch phase. Your community is your most valuable asset, so it's essential to engage with them early and often. Whether it's hosting events, partnering with local businesses, or leveraging social media to connect with your audience, finding ways to engage your community can help build buzz and excitement around your brand and foster loyalty among your customers.
Mistake #5 Not Having A Holistic Approach
A holistic approach is necessary when bringing a brand to life because it ensures that every aspect of the brand experience is aligned and consistent, creating a cohesive and impactful impression on customers. By considering all elements of the brand—from its visual identity, marketing assets and messaging to its food and drink concept, customer service, and decor—a holistic approach enables brands to communicate their values, personality, and unique selling points effectively. This consistency fosters trust, builds brand recognition, and enhances the overall customer experience, leading to stronger connections, increased loyalty, and customers that come back time and time again.
Have you got a clear idea of your brand’s values, positioning, or messaging? Do you need help designing a brand identity that resonates with your audience?
At Tomorrow People we’ve spent the past 15 years helping businesses create hospitality brands that stand out and thrive in the market and have developed a deep understanding of how to guide our clients through the process of creating cut-through brands. Get in touch if you’d like some help with your brand.