The construction of Brand Identity is fundamental in all sectors, but it is even more so for hospitality facilities, places where the guest must feel almost “enveloped,” pampered and that must necessarily convey a sense of reliability and quality. Therefore, the professionalism of those who are required to process all visual communication will make the difference.

Corporate image involves the inn’s deep identity, its soul, its “being,” and those who deal with it will hold a salient element of your business because they will largely leverage emotions.

I list here 7 factors to consider in order to have a good hotel brand identity; they are the result of years of experience in the industry and related fields:

1. Given a logo, coordinate all communication tools within your facility and also outside with it

Internal tools include, for example, business cards, badges for hotel staff, letterhead and envelopes in various formats, document folder, check-in card, menu and wine card, cards, various gadgets (e.g., customizable map, postcards, etc.) signs and signage, and then all the other products arranged directly in the room such as restaurant menus and prices, smoking and non-smoking room plaque, eco-friendly plaque for reusing towels, make/do not make the bed plaque, courtesy lines (small bottles and sachets shampoo and various detergents, vanity cap and set, soap bars…), hotel slippers, laundry bag, telephone instructions and wifi key. The outside is everything related to, for example, the digital world such as membership to portals, social pages, online campaigns. And remember that if you change the logo, you will have to change all the communication tools both in the hotel and online.

2. Always keep the logo user’s manual among important documentation as well.

The user manual is the tool (hard copy or pdf) where you will find the graphic concept of the logo and then below that every declination of it on all the tools you can imagine, even in the online world. And always create a folder in the reception desktop with everything related to the corporate. And high resolution and low resolution images as well. Believe me, retrieving certain materials from clients really becomes a chain letter!

3. Clearly and transparently represent the real potential of your facility

So don’t tell lies, use real photos and not from stock photos, don’t use excessive distortion effects on the images that represent you. Lies have short legs. There are many good photographers who work mostly with hotels. And if your hotel is not so new and styloso give relevance on other strengths such as breakfast with local products, or a smiling staff at the front desk. A hotel is not just about design.

4. Uses colors, illustrations and sensations related to the area

A brand identity that is truly such must be a tailored suit cut out in every detail specifically for the structure it represents. So no one-size-fits-all! What do I mean? That if perhaps your hotel facility is located near the Scala dei Turchi I could create a color palette related to the contrast that is created between the crystal blue of the sea and the white, and use graphic textures and designs that reference the waves of the sea or the curves of the staircase.

5. Communicates according to the target audience

It might be obvious but it is not. If my hotel caters mainly to an elderly clientele I will have to convey, with my design, a sense of well-being, welcome and care. I will use communication in tones that are not too iridescent but soft and warm. I will avoid the use of fonts that are too small and try to place more emphasis on in-hotel communication and less on online communication. I will use more traditional printed media such as brochures or personalized maps to leave with the client. It is wasted breath to address targets that are not receptive.

6. Give yourself an effective online presence

What do I mean by effective? That it generates leads, can bring in guests, and is not just a pure exercise in self-referential style and design. So usability, simplicity, clarity will be your mantra! Above all, make it immediately clear who you are because the surfer, when he enters a site, chooses in no time. Effective also means giving the ability to book online, seeing room availability in real time. It doesn’t end there: whoever hands you the keys to your site must also give you the ability to easily edit it. So be careful not to have a website created with proprietary platforms, ask for wordpress, I highly recommend it.
Ah be careful! Make a responsive site that by now mobile access has surpassed desktop access!

7. Differentiate yourself, only then will you be remembered!

Well yes! In the end if you can do this you will definitely have a better chance of keeping your guests coming back. Look for innovative media, always put your heart into what you do and try to give importance to every aspect of your communication. Even a small detail can make a difference.

Innovative media can be either digital or paper, an app, our maps, a gadget, a particular utility. Room for creativity and take-this-way!