Let’s make the after-taste worth it.
One of our taglines at Fortissima focuses on the concept of leaving our clients with an after-taste that is so good, that they want to come back time and time again.
Throughout the branding and strategy process, our goal is to present them with an experience they can taste — even without a physical product.
But incorporating both physical and non-physical flavor is important for any brand, hotel, or restaurant to take that guest experience to the next level.
Physical
“The way to someone’s heart is through their stomach” is a valid rule of thumb for truly any business. Food and flavors are incredibly powerful in forming connections, either through associating a memory, improving mood, or building a relationship.
While offering elements of taste are obvious for restaurants and bars, incorporating food or drink offerings is helpful along all the touchpoints in the guest or customer journey.
Consider ideas like offering mints or treats when guests check in or get to their rooms, fruit-infused water in the lobby, complimentary appetizers before dinner, local drinks or snacks in the rooms, or signature drinks at the bar — the opportunities are endless. Providing unique or high-quality flavors for guests to literally taste your brand will go a long way in forming connections or positive emotions associated with your business.
Non-Physical
So now let’s go back to after-taste.
Every brand or business will leave their customers with a non-physical after-taste through their service, personality, or marketing. There are intended flavors, determined by a brand’s strategy, mission, and values, that might be sweet, spicy, or refreshing. But then there are unintended tastes that can be left through poor customer service, lack of engagement, or off-brand imagery or marketing.
If you know what your brand flavor is, lean into it! Not every hotel, restaurant, or business is going to appeal to the masses — that’s okay. Your brand should have unique offerings, just like guests and customers have unique preferences. Find your ideal guest that matches your values, then be their cup of tea.
But maybe you’re not giving off the flavors that you want. While you have one thing in mind, your reviews, reputation, or branding are presenting something else. Instead of applying bandages to cracks, at some point, you need to pause and take a microscope to your business strategy, methodology, and pain points in order to fully uncover what’s not working.
