{"id":1915,"date":"2017-11-15T20:16:02","date_gmt":"2017-11-15T17:16:02","guid":{"rendered":"https:\/\/www.weareharrison.com\/?p=1915"},"modified":"2023-11-11T13:00:27","modified_gmt":"2023-11-11T13:00:27","slug":"survive-or-die-the-dos-and-donts-of-rebranding-hospitality-businesses","status":"publish","type":"post","link":"https:\/\/www.weareharrison.com\/survive-or-die-the-dos-and-donts-of-rebranding-hospitality-businesses\/","title":{"rendered":"Survive or Die \u2013 the do’s and don\u2019ts of rebranding hospitality businesses"},"content":{"rendered":"\n

By Richard Samarasinghe, Head of Brand and Business Development.<\/em><\/p>\n\n\n\n

The world moves rapidly, particularly in the hospitality sector. For example, in 2015, the appetite for burgers was growing with restaurants clamouring for a bite of the Artisan bun, today it appears that the burger bubble could soon burst as chains, such as Byron, scale back.  As trends and consumer needs evolve, we believe that restaurants, bars, and hotels constantly need to assess their brand and whether it meets market needs. Businesses should make changes, however small, to remain relevant and compelling, for example by updating products and services.<\/p>\n\n\n\n

Businesses operating in the hospitality sector need to be constantly alert to shifts in the market and respond quickly. The industry is extremely competitive \u2013 the hospitality sector contributes over \u00a3140bn to the UK Gross Domestic Product (GDP), while British households spend approximately \u00a345.10 on restaurants and hotels per week. To compete restaurants, bars, and hotels need strong branding that has the stamina, flexibility, and creative flair to stand out, remain relevant, build loyalty and take advantage of growth in the hospitality sector \u2013 this is going to become more challenging as change accelerates.<\/p>\n\n\n\n

Rebranding vs brand evolution <\/strong><\/p>\n\n\n\n

Rebranding is a marketing strategy usually used in response to long-term substantial changes in consumer habits to create a fresh identity in consumers\u2019 minds and key business stakeholders, including investors, suppliers, and employees.<\/p>\n\n\n\n

Brand evolution is usually more about smaller changes through incremental innovations that reflect evolving market conditions, and changing customer needs \u2013 for example, updating your menu so it is line with food and drink trends.<\/p>\n\n\n\n

Having recently rebranded Harrison to reflect its new direction and business strategy, we\u2019ve provided our top tips on the dos and don\u2019ts of rebranding and brand evolution:<\/strong><\/p>\n\n\n\n

Do build a strong foundation \u2013 You should always remain true to what your business stands for, and update your branding around these core values. However, company codes should not be buzzwords, but principles you follow and reminders about why your business was born, what it offers, and what makes it stand out. Starbucks, for example, is a global phenomenon yet remains anchored to creating a warm culture where everyone is welcome. Your core values should be constant but flexible within certain brand guardrails, so your business can grow and adapt to market conditions whist staying true to its essence.<\/p>\n\n\n\n

Do look at customer aspirations \u2013 When refreshing your business, look at how your consumers see the world and how can you best meet these visions, creating something just for them. For example, more people are eating out as they want experiences and to socialise with friends and family, equally more people than ever are eating out for fuel \u2013 as a hospitality enterprise, your brand should reflect these aspirations, so you can continue attracting customers and remain relevant.<\/p>\n\n\n\n

Do consider all customer touchpoints \u2013 Branding should seep through all areas of a business that a consumer encounters. For example, offering a quality menu means nothing if your customers are sat on chairs that are too low, in a dark room with mismatched or disconnected interiors, being served by unfriendly staff. Examine the consumer\u2019s whole journey \u2013 from the moment they open the door, walk to their table, and even visit the toilets, and ensure your branding carries through \u2013 from the design, the menu, customer service, and even recruitment and training.<\/p>\n\n\n\n

Do mature with your customers \u2013 Consumers don\u2019t always remain loyal to one brand and can be unpredictable. Growing with your current customer base can add to your business\u2019 competitive edge and help it to endure. A good example of this, is the changing demand of millennials, the generation born between 1981 and 1997. This demographic has experienced a more sophisticated range of food service concepts, with emphasis on authenticity, quality, healthier choices, and greater food credibility, and will likely continue to demand these values as they grow into a family market. If your business doesn\u2019t meet their changing needs, you\u2019re in danger of appearing unattractive to the next generation of young families.<\/p>\n\n\n\n

Don\u2019t use unnecessary technology \u2013 While the digital revolution has evolved business\u2019 relationships with consumers, customer service front of house remains critical. For some hospitality businesses the interaction between the server and guest is part of the whole experience, and for these brands, technology can have its limitations and could in fact alienate your customers.<\/p>\n\n\n\n

Don\u2019t forget about your employees \u2013 The key to any brand surviving is employing talented individuals, who can provide a fresh outlook and inject innovation. When rebranding you should also appeal to current and future employees, emphasising who you are, the direction the business is heading in and its future prospects.<\/p>\n\n\n\n

Don\u2019t rebrand for the sake of it \u2013 When reviewing your brand, ask yourself whether it is still relevant and fits the market and consumer\u2019s needs. Don\u2019t follow your competition and copy what they are doing, this can confuse consumers and create a brand identity crisis.<\/p>\n\n\n\n

Eating, drinking out, short break hotel visits are increasingly becoming part of everyday life, not just for special occasions, which is fuelling growth across the hospitality sector. To navigate changing consumer mindsets, your business\u2019 branding needs to be evolve with them, while remaining loyal to its core values so it endures. By evaluating your brand every year and making incremental changes every two years, it signals to customers and stakeholders that your business is moving forward as well as communicating both visually and verbally the right information to stand out from its competitors.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":5,"featured_media":1917,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44,43,18],"tags":[],"acf":[],"yoast_head":"\nThe Do's and Don'ts of Hospitality Rebranding | News | Harrison<\/title>\n<meta name=\"description\" content=\"Read our guide to rebranding. Brand reinvention is vital to business longevity, but there are common traps and mistakes to avoid. 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