Does your brand tell a story? What does it reveal about your business? These are key questions to address as the basis for a solid marketing strategy. Every decision related to marketing, advertising, media relations, communicating to guests (and potential guests), and managing your online reputation should all pass through your brand filter – it’s what defines your business image and identity, and conveys a solid message about who you are and what you do.
A solid brand can evolve as necessary, but it should weave the most important characteristics and integrity of your business through all you do. By strictly defining your brand, you help shape and develop a voice and message that can then inform the concept as it comes to life.