Are you at the point with your business that you know branding is important but that you’re so far behind that you don’t know where to start? You probably have questions about what to do and how to do it.
This cyclical mindset is one that troubles more people in the hotel and Bed & Breakfast industry than are willing to admit.
Fortunately, there are a few steps you can take to build your brand. The following are some of the most common mistakes made with a brand, and how to fix them.
Have you asked yourself what you want from your brand?
Why is your brand important and why do you want to improve it?
- for yourself
- for your clients?
Also, how do you want to improve your brand? Is it through blogging, becoming involved in your community, media involvement?
Asking questions such as these can help you find out the “why” first, the “how” second, after which plan your attack. When you don’t focus your purpose, you’ll end up trying to do everything, which will usually leave you in a paralyzed.
You’re not doing enough.
If enhancing your personal brand is really important to you, then ask yourself, “Are you doing everything you could be doing to improve?” Have you allocated specific time each week to only focus on your brand?
The answer is probably no.
Don’t dip your toe in the water on increasing your brand — you have to commit to working a minimum of several hours a week to see results.
Spreading yourself too thin.
You also might be trying to do too much.
By spreading yourself too thin it is very difficult to complete tasks at a high quality level of output. Identify where you need to be and why, and hone in on that specific target.
Remember to ask yourself these 3 things before you put anything in the public eye:
1) Whenever people connect with your content, will they know something they didn’t before?
2) Will they recommend it to other people?
3) Can they utilize it to positively impact themselves or others? If your reply to any of these is no, keep working.
Does this sound familiar? Uploading a number of images to your site in one month and then nothing for six; writing blog posts one month and none the other. You attend a number of social and community events in arrow and then become a ghost.
Establish what’s reasonable to you, and find a way stay top of mind with your peers and industry on a regular basis. Naturally, people forget quickly. Something you did last quarter has probably been forgotten by most.
Reaching out to others to collaborate.
Working together with others is frequently one of the more enjoyable methods to improve your brand. Whether you’re publishing content or hosting an event, consider people or partners you may be able to work with to improve the quality and visibility of your property.
Don’t just copying others.
Best practices, like in this article, are merely suggestions based on what has worked well historically. If you follow best practices — and only best practices — you may not be doing much to distinguish yourself.
For those who are trying to really stand out from your competitors, you’ll have to carve your own path. Stay updated and aware of what your competitors are doing, but give attention to developing your audience with unique style — even if it’s “different” than what the majority has been doing.
Don’t be intimidated by others.
If you are just getting started building your brand, there is no need to be intimated by others’ success. If you’ve taken the time to thoroughly identify the reason why you want to improve your brand, and you’ve established concise goals relating to who, what, when, where and how, then you’ll be in better shape than most.
Rather than focusing on just what the competition is doing, let your work speak for itself. Ultimately it’s your output (whether that’s content, networking, events, etc.) which will establish your brand — so focus your time and efforts on executing those effectively. With everything you do, be laser focused on quality, not amount of output.
Develop a strong visual brand on social media
The new world of marketing is increasingly visual. It’s no coincidence that the newest and fastest-growing social networks on the web — like Pinterest, Instagram, and Snapchat — are focused primarily on visual content.
There are four key ingredients of social media success:
And they are within your reach.
A consistent color palette.
When you consider the colors of any well-known brand, you’ll notice that they use the same colors again and again in their logo, in their text, even their images. Utilizing the same} colors over and over again will help consumers become familiar with your brand.
Understanding color psychology will also help you reflect the emotions you want to evoke from your customers. For instance, many tech companies — like Twitter, Facebook, Dell, IBM, and HP — use blue to represent trust, intelligence and progress. Virgin’s vibrant red color scheme gives off bold and confident vibes, mirroring Richard Branson’s own, distinct business methods.
The colors you select should reflect your brands. If you have a younger brand, you may want to use bright colors, like the ones located on the outside of the color wheel. Then again, pastel colors work great for brands who wish to be seen as welcoming and gentle.
Those who are designers could be familiar with the concept of color codes, or “hex codes.” If you are new to design it’s an important concept to learn. A hex code is a six-digit code that represents an exact color recognized universally by HTML and CSS.
By knowing and using the same hex codes on your marketing, you’ll be using the same colors over and over again.
Use font pairings that match your brand’s personality.
Much like your color palette, your font choices should reflect your brand’s personality. Would you like to choose a strong font or a simple one? Cute or elegant?
You should think about choosing three fonts for your brand and using them consistently throughout all of your materials: a font for your title/heading, a font for your subtitles, and a font for your body text.
Your title/heading font should be the largest font in your design and is where you can display the most personality. If you wish to use a script font or a handwritten font, your heading is the place to do it. In contrast, your Subtitle font and your Body Font should be easy to read.
Use the appropriate imagery and filters.
Pick imagery which has a consistent theme. If you’re taking your own personal photos, ensure you keep your theme consistent. Canva’s free design platform caters for brands trying to find great stock photography with a library of over a million images — an excellent option if you’re on a budget.
Another essential aspect of imagery is the brand filters. They add consistency to your graphics — a huge plus on social media.
Use social media templates to speed up the design process.
Coming up with a style guide will help make sure all the elements of your brand work in harmony it is a good idea to use templates for your social media posts.
An efficient way to create easy social media layouts is to create templates
Keep in mind that each social media platform has different ideal image dimensions, so make sure you cater your graphics to these dimensions. But keep your branding – the placement of your logo, colors and fonts – consistent across your designs.
Time to put your new skills to action
Considering up to 90% of information transmitted to the brain is visual, it’s no surprise that people respond well to great design.
In the time it took you to read this article, approximately 500,000 new posts would have appeared on Twitter, 3 million on Facebook, 15,000 on Instagram and many, many more.
The race is on, and an affective brand is what will get you ahead.
So now it is time to get started.
If you have any stories about your hospitality property branding or ways you have been proactive with your Bed & Breakfast or Hotel, we’d love to hear them.
You can leave a comment below or visit our website.
Lets work together to put heads in your beds.
Until next time, have a fun day.
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