The hotel was in disrepair, filthy, understaffed, and branded
with the previous hotel’s name. Hotel
Impossible provided customer service, product quality, and management
recommendations. Their branding recommendations appeared especially simple and
easy to follow.
After the show, I couldn’t wait to drive by the hotel and
see positive changes first hand.
Although the hotel’s entry way looks better, only one sign was
updated with the hotel’s business name. Two
large and prominently displayed signs with the wrong hotel name remain.
Branding is essential because consumers don’t like
surprises. They want to know who you are
and what to expect when they do business with you. They want to make associations about you that
reflect professionalism and quality.
The hotel featured in Hotel
Impossible is literally facing a branding crisis that negatively impacts its
bottom line. Locals and visitors are unable
to locate or name this hotel. Those who can don’t have good things to say. Hotel owners
have not developed or implemented a branding strategy. The marketplace has
developed a brand for them. That brand, unfortunately,
reflects chaos, confusion, poor service, and a bad product.
As small business owners, we must think about branding and
develop a strategy for reinforcing it. We
don’t necessarily need to be fancy, but we must be strategic and
consistent. If we aren’t, the market
place will establish our brand and reputation for us.
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