In our last blog, we discussed the elements that contribute to a potential guest’s perception of what kind of experience they will have with you. That was about first impressions and securing that first booking. But what about after they’ve stayed with you? How does your brand image impact repeat bookings?
Brand image is about more than a great logo and website; it encompasses your quality of customer service, speed of inquiry response, and general professionalism as well. Guests will remember and recommend your brand from the experience that they had with you. Building and maintaining your brand image requires consistency of quality, speed, and reliability in order to create a positive experience that creates trust and leaves a lasting impression.
Consider consumer favorite brands like Apple or Starbucks; what is it that keeps people continually choosing them over their competition? It is the trusting relationship that they have nurtured with their customers through not only consistency in quality, but also consistency in experience. You know exactly what what to expect whether you walk into a Starbucks or Apple store in California, Illinois, or Florida, and that consistency also extends to their websites, apps, and online or in-person customer service. Likewise, your guests should know exactly what to expect no matter which property of yours they choose for their next vacation, as well as each time they interact with your company via email, phone, or your website. This is what will keep them coming back to you over your competition season after season.
When a client or guest is trusting of a company, it can put you at a competitive advantage, allowing you to practice product extension strategies such as concierge services or gear rental partnerships. Continued trust and recognition will ultimately lead to repeat bookings, new guest and homeowner referrals, and increased revenue that will continue the growth of your company.
As business owners, brand image can be easily forgotten as owner acquisition and property management take the main focus. However, your bookings and revenue can be highly influenced by your brand image, making it a very important element of your company.
At Bizcor, we want to ensure that our clients not only achieve success with a beautiful website but provide the resources to create a positive and lasting brand image that continually brings guests back for more and more memories. If you have any questions on how to revamp or start your brand image journey, please do not hesitate to reach out to your project manager or our support team for details on our branding packages!
When you hear the term ‘brand image’ – or read it for that matter – perhaps you think of your logo, associated colors, or maybe your company’s name. These are, of course, part of your brand image, but they are not the whole picture.
Your brand image consists of all of the elements that create the overall “feeling” people get when they think of your company – from how user friendly your website is to how comfortable your sheets are and everything in between. Your brand image will become part of your guests’ memories of their holiday gatherings and family vacations and is what will keep them coming back to you, and you specifically, year after year.
In the vacation rental industry, rarely will one company find itself alone in their market. Typically, you will see several other companies with location-similar names all within close proximity to each other, making it that much more important to separate yourself from the noise. In order to stand out from the crowd and secure that booking, you need to make an impression from the moment they land on your website. A great place to start is with a great logo.
Your logo is the first thing that a client or guest will associate with your company and it gives them an instant sense of what their experience will be when they stay with you. It might sound silly, but an outdated or low quality logo can be the sole thing that makes guests book with a competitor. If your logo is behind the times, and your competition’s looks sleek and modern, visitors to your website might bail right then and there without even looking at your units just based on the perceived experience that they think they will have with you based on your logo.
Another frequent brand image mistake we have seen is using low-quality images of your properties and area. Investing in professional photography is a requirement in this day and age and makes all of the difference for that first impression. Highlight unique features of your properties and within your local area to get your visitors to your website picturing themselves there!
While Bizcor will always take care of your up-to-date, clean, and easy-to-navigate website, your logo and images will still be one of the top things clients and guests use to create assumptions about you, and nothing screams, “We’ve got it figured out,” more than a clean logo and high-resolution/quality images! Not sure where to start? Talk to your website project manager or a support team member today for information about Bizcor’s branding services!