Brands play a big role in our decision making and identification process.
Wikipedia clinically defines a Brand as "...a collection of images and ideas representing an economic producer; more specifically, it refers to the descriptive verbal attributes and concrete symbols such as a name, logo, slogan, and design scheme that convey the essence of a company, product or service."
But Brands in the Hotel industry today are more than just a name and the "concrete symbols" associated with them...today they represent a lifestyle choice and create a whole new meaning system. Hotel brand experts now aim for ‘loyalty beyond reason' so clearly associated with international heavyweights like Coke, Nike, Apple, Starbucks and more.
Every major hotel chain now employs aggressive and strategic brand initiatives, deployed by employees on the ground. But good deployment is never possible without ownership of the values a brand espouses...and this requires the creation of a great Brand culture at hotels.
To get a behind the scenes peek at driving Brand Service Cultures, we talk to João Marcelo Rocco, who is the Director, Service Culture for Starwood Hotels & Resorts in Europe, Africa & the Middle East. Joao tells us about the 5 key habits of highly successful brand trainers:
VIDEO: 5 Habits of Highly Successful Hotel Brand Trainers
What are the 3 main things that define a great brand?
You've travelled quite a bit and seen many hotels and budding brand cultures... could you share your most memorable Hotel Brand experience/s. Why do you think they were so good?
Every hotel company and brand has training programs and systems to put a "brand culture" into place. What do you think are the 5 most crucial factors that ensure that the "idea" behind the brand culture makes a successful transition to "reality" in hotel operations?