How to create a memorable concept step-by-step ?

01

Brand positioning

Have you ever asked a question “Why do we need brand positioning?”. A brand without brand positioning appears to lose visibility and relevance in the market because customers may not be aware of the brand or its core values. Therefore, it is crucial for a brand to have a clear and consistent brand positioning strategy that aligns with its vision, mission, and goals.

The process of creating brand positioning begins with identifying the target audience, understanding their needs and desires, and determining how the brand can fulfill those requirements in a distinctive manner. It is essential to conduct thorough market research and competitor analysis to identify gaps and opportunities within the industry. By defining a unique selling proposition, the brand can differentiate itself from competitors and establish a strong position in the market.

02

Concept building

Once brand positioning is established, the next important step is to develop a concept or big idea. This concept acts as a central theme or story that influences everything about the brand, from its look to the guest experience. It should reflect the brand’s values, story, and vision, creating a cohesive and engaging environment for guests. This concept serves as a framework that guides the entire project.

03

Touchpoint harmonizing

With the concept in place, it is crucial to ensure consistency across all touchpoints. Touchpoints refer to every interaction a guest has with the property, both physical and digital. From the moment guests encounter the brand online or step foot into the physical space, every touchpoint should reflect the concept and deliver a consistent brand experience. This includes everything from the website design and social media presence to the staff uniforms and interior decor. By aligning all touchpoints with the concept, guests will be immersed in a cohesive and memorable experience.

04

Design and build

Design and build are pivotal stages in bringing the concept to life. The design should reflect the brand’s identity, creating a visually striking and functional space that aligns with the concept. Attention to detail is crucial, from the architectural elements to the selection of materials and finishes. The build phase requires collaboration with architects, interior designers, and contractors to ensure the concept is executed flawlessly.

05

Procurement solution

The procurement stage marks the final step in the process, where all the essential elements needed to bring the concept to life are sourced and acquired. This includes furniture, fixtures, equipment, and artwork. Each procurement decision should be guided by the concept, ensuring that every item contributes to the overall brand experience. Whether it’s luxurious bedding or custom-designed furniture, every detail should reflect the brand’s identity and elevate the guest’s stay. This process requires the expertise of specialized professionals who assess and evaluate the quality of the items to ensure they are in the best possible condition.

Throughout this journey, it is crucial to stick to your brand positioning and concept in hospitality branding. Consistency is key in creating a memorable and timeless experience. Every decision made should be guided by your overarching concept and the goals you set. While your concept should be tailored to your client’s unique story, it should also have enough breadth to allow for continuous development and growth, free from being confined to a specific image or icon.

In summary, to create a memorable, meaningful, and sustainable concept in the hospitality and tourism industry, it requires an appropriate strategic approach. Always remember that a successful concept leaves a lasting impression on your customers and becomes the reason they choose your brand over competitors.

So, why wait? Start your journey to deliver exceptional and unforgettable brand experiences to your customers. Contact Ziva and let us accompany you in building extraordinary concepts.