Sleep – The Hotel Design Event, that recently took place in London represented two days of inspiration, a further fuelling of my passion and respect for design, whilst also providing valuable lessons in building consumer loyalty and love – the theme for this year’s event.
It featured influential speakers from the world of design, architecture and brand development, discussing a range of topics including: Designing Beyond Space – the role and power of brand identity, Fast Food – evolutions in the world of food and beverage, The Post-Cool Hotel – moving beyond the commoditisation of cool and Slow Design – the value of consideration and deliberation in a fast-paced world. Underpinning each of these discussions was the billion dollar question – how do we build loyalty and love in our consumers?
The focus of the event was hospitality, but the principles I took away from this event have universal application to all brands seeking to develop a powerful experience.
Identify the consumer need
Whether it be restauranteurs, hoteliers,designers or brand owners, understanding who you are designing for and why is central to delivering commercial success. Often the aspiration is to deliver ‘cool’ – but this alone is not profitable if its expression is not grounded in a deep human need.
Trigger emotion
Influencing all the senses is considered esseIntial to connecting with your consumer and provides a foundation for creating strong, positive memories of an experience. Music, aromas, beauty, flavours and texture all have the ability to create and reinforce a memory – giving the brand a continual role and relevance in one’s life.
Build a strong brand identity
Consumers are more likely to build an intimate relationship with a brand if there is a degree of familiarity in the experience delivered across its touchpoints. Random brand behaviours are jarring and erode the bond created through previous interactions. A strong brand identity is its lighthouse, guiding all future activities and expressions.
Enable personalisation
Whilst a good brand experience is consistent, it should not be strict, nor monotonous. Rather, the various expressions of its essence should encourage consumers along their own journey. Growing and learning about oneself is a valuable gift a brand can give, eliciting a strong sense of both intimacy and loyalty for a brand.
Make your consumer feel alive
We live in a socially disconnected world, where technology, whilst bringing people together on one level, has also enhanced people’s sense of isolation through the superficial, online interactions. Connecting at a physical level with other like-minded souls creates a sense of vitality – often seen as the antidote to the rising phenomena of societal depression. The world of hospitality in particular has the ability to be a social hub, start real conversations and keep relationships alive.
Spark a meaningful conversation
Value is increasingly associated with not just pounds and pence but how a brand can shift both your personal perspective and your view on the world around. A brand that starts a conversation that; encourages a degree of introspection and builds self awareness can trigger transformation and inspire change – something this is both remembered and prized.
Hero your staff
Consumer and brand steward are of equal importance.In the world of hospitality particularly, it is the staff who leave a lasting impression on the consumer. It is the relationship they develop with the guest through the care they show that and is remembered and valued. A key tool in bridging the gap between these two groups is stories. It is both a way to bring the brand to life for consumers, whilst at the same time empowering and elevating the brand representative to ambassador level.
Instagram is dead – long live the retrospective moment.
It is becoming more common to hear consumers talking about visual fatigue, with the sheer amount of online material starting to result in diminishing returns for brands. Designing experiences that are beautiful and meaningful and rooted in something substantial has the power to move, connect and get people talking. Reliving and reflecting on that moment has far greater impact for a brand in the long-term than merely consuming the experience and moving on.
Less is more
Consumerism has reached its peak. Rather than creating the next ‘new’ – brands should focus on reducing tactical activity and take a more strategic approach. This requires taking time, stepping back and aiming to delivering something truly unique and timeless, rather than generating the next novelty.
Technology – for automation not love
A controversial principle to end on, but end on it I will. Whilst technology has its place, it has a less explicit role in building intimacy and forming real brand relationships. Rather, it is better placed to:
- Simplify the less engaging elements of the experience, creating space in the consumer’s mind to engage with the brand in more emotive and considered manner
- Spark an interest in the brand
- Maintain / evolve an already established relationship with the brand – keep the dialogue going
If you would like to discuss how delving into the mind of consumers and their subconscious needs can set the scene for a powerful brand experience, you can get in touch with me at sasha@radfordinsight.com