Generator Hostels, 37 Tavistock Place, London WC1H 9SE
Branding: How do we look?
A common misconception is that branding is simply a logo or slogan. Although these elements are a key part of it, it does, however, go far beyond this. Branding involves every aspect of a customer’s experience, from your logo to your website, your social media posts, staff uniforms and advertising; it even encompasses the way in which you answer the phone to how you interact with customers.
In short, branding is the way in which your customer perceives you when they hear or think of your company name, service or product. This includes everything they think they know about your brand, including factual information, such as your bright yellow packaging, but also emotive elements, like for example that it’s luxurious.
So branding is important and this session aims to share with you the important tools and methods to enable you to have your own ‘how do I look’ moment.
So what’s the story?
The importance of finding a compelling and consistent story upon which to develop a suite of branding elements. Each element is it’s own discipline, from digital channel creation, activation and management, to traditional and guerrilla marketing. Having a sufficiently brave story upon which to get agreement to build a brand is one of the greatest challenges that most companies face when they decide to take control of their brand.
Fundamentally, we all have a brand. Those that don’t manage it are either lucky to build something compelling and long-lasting – or don’t reach their potential because the facets of their brand are inconsistent. Those that decide to understand and manage their Brand have the opportunity to benefit and will see Branding as a catalyst for growth.
Building and Maintaining your Brand – achieve more, by doing less
In the 21st century the key to being a successful brand and maximise the use of your resources is to “think lazy”. To achieve more, by doing less. Curation first, creation second. The old way of building a brand and your business would be to do everything yourself – to get in the trenches, to dig the hole
21st century way is to utilise tools, technology, and other people to do most of the work for you, so that you can spend time working at the top level “on your brand” and not entrenched “in your brand”.
Transforming your brand is a very personal endeavour so the key to success is to ensure that everyone, company-wide, is on the same journey. To truly understand the customer a brand must focus on their wants, needs and behaviours, thus creating a successful brand strategy that gives encourages customer loyalty.
In this session we will hear about Hostelworld’s own digital transformation and the reasons behind it as well as how they continue to connect with young travellers who want to “meet the world”.
With an expert panel looking at brand journey, brand perceptions and how to get noticed in an already crowded marketplace, this is a not to be missed event.
BETA Members attend freeBOOK NOW