Consumers are more inundated with branded content than ever before. From social media and advertising to websites and sponsorship deals with influencers, brand visibility has reached an all-time high. As a result, brands are forced to be increasingly creative, finding new and innovative ways to connect with their target audience.
At the same time, consumers have become savvier. They understand how brands operate and expect authenticity. They won’t hesitate to turn their backs on companies whose actions don’t align with their words. But what does it truly mean for a brand to be authentic? Authenticity means crafting a brand story and identity that feels real. It’s about being transparent, consistent, and human – qualities that are especially crucial for hospitality branding. The human aspect is invaluable in this sector, as consumers increasingly consider how their choices impact the environment, society, and the economy.
So, as a hospitality entrepreneur, how can you ensure your brand story feels genuine?
1. Be transparent
Guests want to see you put your words where your mouth is, so give your guests a look behind the scenes. When you preach sustainability, express it in a very concrete way. If you're buying locally, put your suppliers in the spotlight. Make sure what you do matches what you say and that you can tell that story to guests in a way that makes them feel like they're part of your trip with you.
2. Promise less, deliver more
If your brand identity consists partly of charity, sustainability, or has an activist background, be smart. Nothing attacks consumer confidence more quickly than discovering that a brand is not delivering on its promises. Guests are sensitive to messages that show that you're delivering on your promises, and more. Failure to comply with what you say you do is the death knell for a company that focuses on social or environmental responsibility.
3. Honor whomever is due
We live in an increasingly smaller world. The ingredients we work with have their origins in distant countries and the dishes and products we make are invariably influenced by other cultures and traditions. That's not a bad thing. What's bad, though, is if this isn't mentioned in a brand's communication. If your product or concept is inspired by other cultures, explain it to your customers or guests. Pay attention to the origin and thus increase the awareness and visibility of your sources of inspiration.
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