Late last week, I received an email from a major destination resort asking to review their new brand.
Attached to the email was a single file, containing a color and black/white version of the resort's logo.
Per the email: '...please take a look at the attached brand update. As you can see, we have spent a good deal of time on the new look and feel. Please let me know what you think of our new brand. Comments would be great...'
Unfortunately, I was not able to help 'Brand Review in Biloxi' because they provided a logo, not a brand.
A summary of my response: Based on the logo, I have no idea what the resort is like, no experience to draw upon or any clues as to what story you are trying to tell me. I have never heard of you or have any preconceived expectations about the brand.
Based on the logo, the resort has no relevant brand value...and therefore, no brand.
All too often I come across hotels, resorts, CVBs and attractions that are rolling out a new brand via a quick logo update.
Sorry to disappoint, but in today's marketing world, your logo is not your brand.
Yes, the logo, colors and 'look + feel' of your marketing materials play a part, but they are not your brand.
Particularly in the tourism industry, a brand is so much more than a logo.
It is a composite of stories...both from the company and the consumer. It is built from memories and experiences with the product. And your brand is placed within the consumer's perceptual map based on expectations.
Deliver on your promise and you can begin building a brand advocate.
Disappoint and spend your days rebutting comments on TripAdvisor.
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