Industry Update
Opinion Article 4 September 2017

Why branding is important for both internal and external success

By Magnuson

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For any business sector, branding has become an essential part of success. And the hotel industry is no different. Branding should communicate exactly what a business is about, place it in a position of value, and give customers a taste of what to expect. It's not just essential for improving external success either, it helps support internal achievement too.

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Why does branding matter to customers? An effective, strong brand brings multiple benefits to a business, it:

  • Creates trust
  • Boosts recognition
  • Adds value
  • Supports marketing efforts

These four areas are vital for not only attracting clients but retaining them too. A brand that carefully considers its target audiences and appeals to them can have a hugely positive impact on revenue. You only have to look at some of the most successful brands in the world to understand the influence branding can have. The likes of Apple, McDonalds, and Nike are instantly recognised by millions of people with a simple glance of their logo.

When it comes to internal success, branding plays a role in inspiring employees and helping them feel as though they're part of something bigger. Members of staff that understand the business mission, ethos, and reason for being are more likely to take pride in their work, further propelling the brand forward.

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