Branding is not only about something fancy, or some weird neuromarketing stuff that taps into the deeper part of the Reptilian Brain for clues about the unconscious decision making process of the human mind. Branding is, after all, covering all the bases, dealing with the fundamental need of meeting your customers’ needs. Ensuring that before you strive (your brand) to connect emotionally with your customers, you need to meet the basic needs: delivering the functional value. Like this excellent example of an Eco Resort on Guludo Island in Northern Mozambique (Zala Suite, Guludo Island).
It’s a gorgeous looking location, white sand beaches, private island with no one in sight, an eco chic hut that has no air-conditioning and luxury trimmings. It’s tropical (and obviously very hot for most of your Northern Hemisphere target market)… so, you’d be doing your customers a great service in providing them with a kind of Emergency Pack with items like: Big Straw Hat, two sets of towels; one for the beach, and one for the bathroom. And there’s more: under the hats guests will find an insect repellent spray, sunscreen and bottled water!
Now that’s smart thinking on the part of the hotel owners (young British couple, Amy and Neal Carter-James, who know a thing or two about navigating safely against the tropical sun!). And that’s BRANDING!
Another great branding example: knowing full well how travelers can get “lost in the moment” in their enjoyment of a beautiful location, the hotel management of Guludo Island (same as above) have conveniently placed big straw hats on the loungers on the villa terrace. Because as a tourist you can never have too many straw hats to protect yourself against the scorching heat!