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Let's Start with what a Brand is not!
A brand is not a logo, branding is definitely not marketing. It's important to clarify this now, to demystify any expectations, because in essence, a "Brand" is not something you control within your business internally as it exists only in the minds and hearts of your customers. Brand strategy and brand architecture however, are our deliberate efforts to manage what might live in the heads of customers about you and your business, we work on our processes, experiences, touch-points, colors, smells, sounds or in fact anything that might trigger a feeling, a memory or fulfill an internal need and then register it in the sub/conscious mind.
From this concept, we can then understand why Brand strategy is the base that defines and aligns all business functions afterwards: Marketing, Sales, Design, internal operations, you name it.
Places - like people - have personalities!
Look at the picture above and notice the spectrum of personalities and what they make you feel about the person! businesses, places, cars, hotels, they all have identifiable personalities. My Job - in simple terms - is to help you find that personality of your hotel or resort and give it a face, a color, a voice in what we call a Brand Strategy, this output is the input for other business functions, where your team "your internal culture" will embrace in their work.
That's why crafting a Brand Strategy - crafting not building - is both Art and Science, more Engineering than science as the later is a bit generic to the concept, definitely we should add Psychology in the mix as well. It needs an observant mind that see through all the noise to find the essence and the soul.
The SIREN Framework™
The SIREN Framework is specially designed to include industry standard core Strategy Frameworks, and extended to include immersive spaces such as hotels and resorts. The framework has 5 stages of work, performed physically at the location: Place, city, hotel, resort, experience. It consists of multiple co-creative sessions with the stakeholders, the decision makers from the client's side, and deep analysis of certain areas within the space itself.
The Framework will deliver 4 important documents (Guides) including the Brand Concept (The Strategy) and a detailed map of all the areas that will be governed by the new concept. Within the scope of any project, I am also responsible for following up with the client at least for the next 3 months to make sure that the work is implemented as intended.
The SIREN Framework is suitable for Branding from scratch purposes, Rebranding and Brand Audit functions. It can be applied and used by the Tourism and Hospitality industry, and experiential luxury.
