DESIGN, CULTURE & COMMUNITY
Mastering the art of scaling a brand authentically.
Achieving brand growth is about more than just expanding its reach. It’s about cultivating a deep and meaningful relationship with people and place, no matter the landscape. It requires a purpose, values led philosophy, ensuring as a brand scales from one location to the next, it does so authentically and sustainably – not only adding commercial value but cultural value to the world around it.
So how can blueprints help preserve a brand's essence whilst allowing them to scale and do so at pace? And how can they respond authentically to diverse terrains to ensure they standout and stick around, not just today but tomorrow? We delve into the benefits and principles associated with building a brand blueprint and adaptive design philosophy that responds to each location.
Building Brand Recognition
Driving familiarity, with a distinctive brand identity is nothing new, but doing so with a cohesive design language that goes far beyond a clever logo or fleeting ad campaign, is what drives recognition. For if a brand is to standout and stick around - for the long term, it must do so by looking holistically across the customer journey. It’s why brand blueprints transcend design disciplines, taking all layers of a brand into consideration. From interiors to communication, service to product design - they set a clear creative direction, weaving a compelling narrative across touch-points, always laddering up to the brand ethos and values. Recognition surpasses mere aesthetics. It’s a belief, a mindset, a feeling that becomes synonymous with a brand. This is what helps build recognition and ultimately brand loyalty.
Traditional brand building has often involved replicating success from one location to another. Yet, in doing so brands risk overlooking the rich tapestry of local story, the nuances of local context, not to mention revenue opportunities. The magic lies in the convergence of a brand’s ethos with local flavour, capturing both universal brand truths (or design pillars) consistent from one location to the next, but allowing them to adapt to their context. It requires a blend of creativity and commerciality to identify and serve the needs and behaviours of the people and place. It means shaping a clear brand framework and set of tangible tools that allow teams and partners to stay true to the overarching brand, whilst harnessing the unique qualities of each location to drive revenue.
Elevating the Everyday
Establishing a clear set of brand signatures, that can be interpreted at a local level is one aspect of brand blueprints, but underpinning them with a consistent set of quality standards is what builds trust. The democratisation of design in our homes has given rise to guest expectations, they know what good design is and equally what it isn’t. They’re looking for more than just a bed for the night. Yes, a blackout blind is a must, as is comfort and cleanliness, but the ability to go above and beyond to elevate the everyday is a hotels superpower. Mapping the magic moments across the journey where a brand comes alive, is where blueprints come in to their own. This is where a stay becomes both memorable and meaningful, inspiring enriching experiences that guests love.
With blueprints, brands can streamline processes, allowing for more intuitive decision making across the lifecycle of a hotel. From identifying future pipeline properties to sourcing likeminded local design partners, training service standards to briefing operational collateral, a blueprint can guide when to lift and shift or indeed adapt to a location. It can reduce both capital and operational expenditure, ensuring with each and every new location, it’s not a case of starting from scratch each time. It brings the focus back to the heart of hospitality, allowing more time to be spent on the experience and the unique nuances that embrace both the people and place.
In conclusion, brand blueprints aren’t rigid manuals. They are dynamic and ever-evolving, serving as a vital guiding north star as a brand sets itself up for growth. They translate abstract brand philosophies and values, into actionable brand pillars and principles. They allow a brand to shape cohesive brand narratives, evocative experiences and design tools that allow partners to seamlessly and intuitively translate a brand into place. Put simply, through a blend of commerciality and creativity they allow a brand to grow sustainably, without losing its soul.
To discover the power of brand blueprints and discuss the value they’ve brought our clients - get in touch.