Did you know that Marriott started out in 1927 as a root beer stand? Since then, the company has reinvented itself time and again. In 1983, it introduced the Courtyard by Marriott brand, then added Residence Inn and Fairfield Inn in 1987. In 1995, Marriott acquired a 49 percent interest in Ritz-Carlton. Today, Marriott is active in timeshares and assisted-living communities.
Yet through it all, Marriott has maintained a consistent brand identity. Here's what you can learn from the company:
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Know who you are and tell your story consistently.Over the years, Marriott has consistently emphasized customer service in all its advertising. So remember that your company is not just a product or a service. Your company is a set of values that will be the backbone of your brand through any changes that lie ahead.Example: If you are a home security company, you can position yourself as a family-run company that protects families — and you can trumpet that message for years to come.
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Build your brand through logical extensions. If you are a family-centered home security company, for example, you can partner with local police to offer safety seminars in schools, sponsor town sports teams, or donate safe playground equipment.
- Keep your message consistent. When you introduce new products or services — or target new groups of customers, like Marriott — be sure to reinforce your core brand message. The result will be a consistent company identity that, like Marriott's, could endure for the better part of a century.
How are you building your brand?
Let me know.
Best regards,
Jim Herrera
Principal
Perceptive Insights
408 - 409 - 6475
jim@perceptiveinsights.com
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