For hospitality brands, the customer experience is often a complicated puzzle of countless pieces that are all crucial. Each and every one of them is essential for the complete picture. In restaurants and bars, the quality of the menu and the service staff are key, while hotels value bedding and room size. Those pieces of the puzzle are different for each type of company, but there are a number of shared pieces that unite companies and offer an opportunity to create a unique experience for guests behind the scenes.
Branding and interior design are puzzle pieces for every hospitality company that are essential for creating a beautiful and sustainable brand. Branding can be as simple as setting guidelines for creating and using logos, but you can get so much more out of it. A broad approach to both visual and verbal identity can provide a framework for the growth and evolution of the brand. Where interior design is concerned with creating the space itself - from architectural planning to furnishing - branding is primarily used for printed and digital materials.
Everything is better together
Often, brand development and interior design are separate from each other in preparation for the opening of a new hospitality facility. This is a missed opportunity for entrepreneurs. Seeing these processes as complementary creates a more coherent and holistic brand story that touches all guest touchpoints. How? We give a number of suggestions:
1. Sisters but not twins
Your brand identity and design must complement and reinforce each other. Your identity influences the design choices, but does not determine them. Interior colors, furniture choices, and design aesthetics should be inspired by the brand identity, rather than copying it exactly. This feels more organic and genuine for the guest and avoids overuse and saturation of the brand identity. They are related but not the same!
2. Coherence
When branding and design come together, it must be managed in the right direction. Hold regular meetings where the branding and design teams are both present and sharing ideas. Discuss these ideas and the creative direction. This is how different perspectives come together. Ultimately, the result is a cohesive and organic company.
3. But first...
We know, there is never time. But making your brand development a priority can lead to much more effective interior design. If you first develop your brand with the input of your design team, the brand can come to life effectively, both in the current space and wherever you end up in the future.
Brandchef is here to help you bring your brand to life. Contact us and together we'll see what we can do for you.
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Brandchef is een zusterbedrijf van Typhoon Hospitality, een pr- en marketingbureau dat is gespecialiseerd in marketing, communicatie en social media voor de horeca.
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