Branding 101 for Hospitality and Lifestyle Brands

Appearances matter.

How your brand looks in its design, color, typography, messaging, and collateral speaks volumes to your guests and customers. Through your visual branding, you tell the story of who your brand is.

More than just a logo, it’s the entire experience you create for your customers, from visual elements to the tactile sensations they encounter.

So what does your branding say about you?

While your branding does go beyond the logo, understanding that the logo is the cornerstone of your brand identity is a good place to start. When you think of some of the biggest, well-known brands, their logo might be the first thing that pops into your mind. A well-designed logo will capture your brand’s purpose and values in a visual snapshot. Make it memorable — to reinforce your brand’s identity. Make it clear — so your audience understands what you’re trying to say. And make it relevant — so it attracts and appeals to your ideal guest or customer.

Your color palette should reinforce your brand values and communicate what experience you offer. For hotels set in the mountains with a mountain-inspired name, choose colors that align the experience you provide to your brand. Or if you want to evoke certain emotions, look into color psychology when choosing a color palette. While it may be tempting to base your palette off of your favorite color just because you like it, it’s important to navigate color with your setting, purpose, and audience in mind.

Font choice and typography are an extremely strong communication piece when crafting a brand identity. The fonts you choose set the tone for what personality or experience you exude. Serif fonts tend to suggest tradition and reliability, sans-serif often appear more modern and approachable, and handwritten scripts can convey playfulness and whimsy. Whatever type of fonts you choose, using them consistently will help establish your brand’s voice and make your brand more recognizable.

The materials that make up your stationery, packaging or any printed collateral are also part of your branding. By including interesting textures and high-quality packaging, you can give customers a tactile way along with a visual way to experience your brand and its values. If you want to go even further, consider how you can incorporate other senses with your physical pieces, like scent, taste, or sound, to provide a multi-layered experience for your guests and customers.