People are starting to travel again.

And even groups are making noises. We’re not out of the woods yet, but we can see the clearing ahead.

And the competition is going to be stiff as hotels and resorts everywhere fight it out to make up that lost revenue. Which is the problem - “lost revenue.” As in “having the money to invest in advertising and marketing.”

Here's some good news. Having a clear Brand is not only the most powerful tool you can have, but also it's one of the most cost effective.

Just to be clear, your Brand is not your logo, stationery design or tag line. Nor is it your restaurant, luxury accommodations, ocean view or flexible meeting space. The guy next door probably has all that, too.

A brand is a supportable differentiation around which you deliver a unique value. And the moment you stop being just a hotel in the neighborhood and start to tell the world that you're somebody unique, you narrow your competitive set. Suddenly, you're not just another pretty face with packages and special offers.

There’s more. Your Brand:

. . . can give you a clear picture of your best target,

. . . so you can develop the smartest message for your marketing efforts,

. . . and put together the best offers and promotions for your that target,

. . . and focus on the best media channels to reach them,

. . . which means you can make the most efficient use of your marketing dollars.

It all starts with a clear Brand. So work it.

Read more about Brand here. And if you need help with yours . . . click here.