Whether you run a hotel or a restaurant, standing out from the competition is critical to the success of any organization in the hospitality industry. Your goal should be to increase awareness of your brand ” not just recognition.
The two terms ” brand recognition and brand awareness ” are often used interchangeably, but the difference is that brand recognition is when people simply recognize your brand based on logos, fonts, products, and other marketing materials; brand awareness is when customers are aware of more in-depth aspects of your company, such as its culture, values, reputation, and quality.
Creating brand awareness is ideal because it makes consumers associate your brand with certain feelings, emotions, and desires. For example, if you sell poutine at your restaurant, you want people to immediately think of your brand when they’re craving poutine, not just when they notice your sign out of the corner of their eye. To put it simply, brand awareness is why someone asks for a Coke instead of a cola.
To drive brand awareness, you need to keep putting branded marketing materials out into the world. In today’s largely digital landscape, using traditional advertising methods such as magazine and newspaper ads, billboards, posters, mailers, and other print media can really help your small business to stand out. At the same time, don’t overlook the importance of an innovative, engaging website and a strong social media presence. Displaying and selling or giving away branded products is another great way to make people aware of your brand.
Branding your company takes time. Be persistent and consistent, and keep trying new marketing methods to get your company’s name and logo out there. Use identifiable color schemes, logos, catch phrases, and designs that fit your company’s overall aesthetic. Elaborate on the strategies that work, and learn from the ones that flounder.