Three-legged stools and silos

Consider these three elements of success in the hotel business. Reality. Your Brand. And your marketing. Ideally, they’re in sync, with none of them out of step with the others. This is how you get your best marketing ROI.

Here’s how it goes:

Reality is what you really are. It can be hard to objectively see yourself as others see you. But it’s important that you do.

Your Brand is what you tell the world what you are — what distinguishes you from your competition. And it needs to be based on reality, not wishful thinking.

Your marketing is how you go about telling the world what you are. The content and appearance of your messaging as well and the channels you use to reach your target.

A couple of potential problems arise. Like what if your brand and your reality don’t agree? You’d be surprised how often reality doesn’t deliver on a Brand promise.

And even if they do, what if your marketing doesn’t convey your Brand accurately? Or doesn’t target the right people? Or doesn’t stand apart from your competitors’ marketing?

There’s more, but you can see how the three are intertwined. Which is why it’s best to consider them holistically.

There’s a really good argument for bringing someone on to do that for you who is in a position to take an objective look, with no preconceived notions, axe to grind or ownership to protect.

We can do that for you.

See more about what we will do and why we’re qualified to do it at www.hotel-thinking.com.

It may not, for example, be ideal for a firm with a more narrowly defined mission — like your web design firm or your graphic design firm.

But however you approach it, it’s critical that you take a hard, hard look at whether your reality, your professed Brand and your marketing are working together — or fighting one another in silos.

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