If branding is just another marketing tool, why is it so necessary in the hotel narrative?

Today, as we were focusing on the creative and conceptual process on developing a name and a strategic designation for a hotel this reflection came to us: The charming process of naming. The path is never done in the same way... and of absolute certainty, we are absolutely sure, that it has zero to do with the process that was used in the neighbor's brand, nor that client for whom we did the same work 3 months ago! So where does all this "sexyness" of branding in hospitality and storytelling come from and how does it impact so much? I don't see the same chill when we talk about a swot analysis or any other marketing tool... The reason is simple: it's unique, like DNA, the fingerprint. When well structured it's not imitable.

© Quinta dos Raposeiros, foto by TH2 com Raquel Andrade and Rafael Cortinhas

We share 3 of the points on which TH2 team focuses when brainstorming the naming of a hotel:

1. What we are and are not: because it is so important to know what we do not want to be because it works as a commitment to what we will be and with the clear recognition of what repels us and does not identify us. Simple.

2. Elements in the geography of the place: we are not even made to create anything that is not intentional, we must be and feel the location and space upon baptizing it. Which fibers are made of, what do they smell like, what do they sound like, which fauna and flora.

3. References and Inspiration: trying not to sound too abstract here, but the contact with the promoters and creatives of the place weighs a lot, managing to extract anything from them sources and an orientation in style, vocation, personal tastes - art, cinema, music, poetry and which specific styles in each?

From here on, after gathering these ingredients as a starting point then an immense blend of designs, purposes, symbols and a whole narrative arise to develop. And let's not confuse naming with branding, or graphic representation and logo design with brand construction and values of a company. We can have a utilitarian vision when we refer to a hotel that can be merely commercial and no, not all hotels and their respective logos have an emotional charge and soul.

Not wanting to make this article a reflection on the significance of brand, the challenge to the hotel teams is: what does your hotel have to offer that no one else has? What is the secret ingredient for me, as a guest and common of mortals, not only not forgetting the name and the hotel where I stayed, but feeling that I took a piece of it with me and that this "simple" stay impacted my life? Isn't that what we want? Meaningful stays, experiences that mark? Roll up your sleeves and connect the dots - they are the way to the storytelling you are looking for so much.

Original article at Opção Turismo

Original Tittle: The Creative and Conceptual Process of the Designation and Name of an Accommodation