Insider: Managing the Brand Message During Change
By John Ely, Senior Vice President of Marketing, Signature Worldwide
Mr. John Ely
You’ve probably heard the saying “the only constant is change.” This sentiment certainly holds true for the hospitality industry, especially during periods of mergers, acquisitions and employee attrition. It is important during these times of change that managers stay focused on another constant – delivering a consistent brand message.
In my current Hotel Business Review article, “Managing the Brand Message During Change,” I provide insight on how to develop or reinvent a brand as part of change management. The importance of a brand cannot be underestimated because it encompasses all your company stands for in the mind of your customers.
During times of transition, it’s more important than ever to have a plan and involve all your employees in the process.
Mergers and acquisitions affect change on a large scale and may require more time to define brand messages. Start defining the merged brand by working with all employees, and consider each brand independently. Then, identify overlaps and gaps. As part of the rebranding process, take a walk in your customer’s shoes. Mystery shop your properties with a training partner to uncover and examine the real guest experience. These findings should help you create a mini marketing plan, including a SWOT analysis. By understanding the new company’s strengths, weaknesses, opportunities and threats, key executives can determine what part of each brand should be retained and what needs to change.
Once a brand message is developed, don’t automatically push it out to the external audience. Involving and educating employees should be a key component of your overall rebranding strategy. Talk with employees about what the change means for them and their customers. Make them a vital part of the transition, and they will be more motivated to deliver a legendary level of service to your guests.
Employees are a key component of your brand, so be proactive about retention. Employee attrition is commonplace in the hospitality industry and, even on a small scale, a shift in the workforce has implications for your brand. As your workforce changes, so too can the customer experience. The best way to ensure a consistent brand is to reduce employee attrition with training — training that includes reinforcement and measurement and gives employees pride in their work. Ongoing training also can help define career paths, encouraging employees to stay with your company longer.
Remember, loyal employees are the key to maintaining your brand and your guest experience. Consistently ask for their feedback, especially when another employee leaves. Remind them of the opportunities available at your property or resort.
Make employees the ambassadors of your brand. Train them to deliver on the brand promise, which should be the cornerstone of your day-to-day business activities, especially during times of change.
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Sincerely,
John Ely
Senior Vice President
Signature Worldwide
johnely@signatureworldwide.com
