Find out more The Importance Of A 360 Brand Experience

Guest blog by Craig Mackie, Managing Director of SHINE

As we bounded towards our 20th year in Business, it was felt that a refresh for both our brand and website was needed to reflect where the business was and where it was heading.

Developing a new brand can be a deeply personal experience, especially when the owners of the business are involved, but it is also important that the brand reflects the culture of the team too, combining to create a full brand experience, that is both personal yet professional.

This is the 5th brand generation that the business has had over the years and without doubt, our new brand has been delivered in the right way that reflects our values, cultures and behaviours perfectly and is both current today and will be for the next decade.

The hospitality sector, I feel, has some of the hardest expectations to meet. The brand and digital experience and customer journey of a hotel has to match perfectly from the google result to being handed a room key and beyond. We have all encountered our expectations of a business being met, exceeded and also disappointed with what we initially thought would be.

There are 5 factors that determine a brand.

The Promise -

What will someone experience when they engage with your brand. This can be physical and perhaps more importantly emotive, It is important for there to be trust and for them to see the potential in your brand.

The Perception -

It’s generally the consumer and not the company itself that determines how a brand is perceived. We can lay down the foundation to give your brand the best springboard into steering perception. Ensuring that the first impression is a lasting one.

The Expectation -

Based on the promise, consumers build their expectations for your brand. When they interact with your brand they assume their expectation will be met. If it doesn’t, this impacts on perception and them seeking another brand that delivers their expectation.

Live up to the name, a trusted look and feel goes a long way in solidifying your brand message.

The Persona -

Sometimes it’s beneficial to think of your brand as ‘who’ and not ‘what’. What would that person stand for, what would they be like to interact with? From appearance to personality a consumer will judge a brand and evaluate the ‘persona’ before doing business with you.

The Elements -

Your brand is made up of more than just a logo, messaging, packaging, social platforms. It’s all the tangible and intangible things above. These must all have a consistent and coherent message to give your brand the overall power to remain memorable and trusted in a crowded marketplace.

Communicate your brand promise, shape their perception, exceed their expectations, live & breathe the personality and deliver the elements. All of these things combine to give a true brand experience at every moment of consumer engagement.

Its true to say that you don’t get a second chance to make a first impression and as a creative business delivering branding & digital projects for businesses we are always preaching about being consistently consistent when it comes to the presentation of the brand.

With that in mind we always advise that when a new brand is being designed, then refined then unveiled that the staff should be involved in the process and it should be launched internally with the same fanfare and pride that you would launch to the public.

The team that will be living and breathing it need to be heard and similarly, have a want to be a part of it.

So, can you confidently answer the following questions…

  • Do you love your brand?
  • Do your customers love and engage with your brand?
  • Does it reflect where the business is and where you want to go?
  • Does your brand match your business values and behaviours?

For more information, visit or come and say hello to our team at the Hotel Leadership Conference.