The Ultimate Luxury Hotel Brand Audit Checklist 1/5 — Introduction

We have seen why and how luxury brands can boost their brand’s growth through a brand audit. Asking relevant questions while planning with a corresponding action plan leads to a successful brand audit.

We bring to you a simple actionable set of checklists which you can tick after checking and analysing each aspect for your brand.

This is post one of a five-part series. The next four parts are briefly mentioned in this introductory post, with a link to their individual posts.

1. Brand Strategy and Story

An essential part of branding is storytelling. Brands do not form on their own, they are created. Every big brand has a strategy that shows how they provide value to their customers and help them in their lives.

• What story are you telling your customers?
• What do your customers say about your brand?
• Is your target audience able to resonate with your story?
• How are you communicating with your customers?
• Are you selling your brand?
• Or are you building a brand that sells for itself?
• Do your customers know about your branches in other cities?
• How are they getting to know about them?

2. Brand Identity

The visual and psychological impressions of a brand have a significant impact on having your brand stand out.

• Does your brand use the same set of colours across all platforms?
• What about fonts?
• Does your brand have a mood board where you collect all elements that represent your brand?
• What are your social media handle names?
• How many similar handles does your brand have?
• Will your customers be able to find you on digital platforms?
• Do you have a brand style guide that states the do’s and don’ts for your brand?
• If yes, how rigorously is it being followed?

3. Experience

Establishing your consistency everywhere is an art and that is the real test for your brand.

• Are you creating a branded experience for your customers?
• Is everything from your website to your table menu card well-designed and branded?
• Do your emails and messages maintain a certain tone of language?
• If yes, do you truly keep that voice consistent?
• Who reviews the designs for marketing materials in the hotel?
• How much time does it take?

4. Team Advisory & Guidelines

Standard Operating Procedures(SOPs) are crucial for big teams to have everyone on the same page. These SOPs are helpful in getting new hires become well-versed with the brand style and processes.

• Do all the meetings, conferences and events held at your hotel have the same flow?
• Are there any moments of confusion in your team where they have no clue as to what they should do?
• How do they respond in such situations? To whom do they turn for help?
• How strong is your employer brand?
• Are your employees willing to advocate your brand?

For complete category wise checklists, refer our trailing posts on this series:

1. Brand Strategy and Story Checklist

2. Brand Identity Checklist

3. Experience Checklist

4. Team Advisory and Guidelines Checklist

As a luxury hotel leader, these set of checklists help you conduct your own brand audit with your teams.