Branding That Goes Beyond

This piece from Independent Hotel Show Munich perfectly captures an important shift happening in hospitality. Real branding isn't about placing your logo on everything anymore. The world has changed - guests have endless options, loyalty isn't what it used to be and standing out online feels harder than ever. That's exactly why good branding has become your most powerful tool.

What does effective branding actually look like? It's the smell when you walk into the lobby, the music playing in the elevator, the texture of the towels, the tone of voice at reception- these all tell your story more powerfully than any logo ever could. When every touchpoint feels intentional and connected, guests notice. They might not be able to articulate why, but they remember how a place made them feel.

The article also highlights something crucial about multi-location brands like The Hoxton and Soho House. They don't copy-paste their design. Instead, they adapt their brand essence to each location while keeping it recognizably them. They work with local artists, use neighborhood suppliers and make each property feel authentic to its community. That's the sweet spot: consistent brand identity that still feels genuine to its place and people.

This is exactly the kind of thinking that separates memorable stays from forgettable ones. Your brand is what makes guests choose you, talk about you, and return to you. Start with one sensory element - maybe your signature scent, your staff's greeting style, or your carefully chosen playlist. When everything feels intentionally connected to your story, that's when the magic happens.

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