Design Can Reinforce A Brand’s Look, Feel: Panelist

LAS VEGAS— Design can help reinforce not only the look of a brand, but also the feel— or experience— the brand is trying to convey. The design of a brand captures guests hearts, minds and loyalty, according to Dave Kroenke, principal, The Richards Group who spoke at the recent HD 2002 conference here. In his estimation, Kroenke said there are three components to good branding: brand vision, brand strategies and communication strategies. He indicated that designers/architects come into play with the communication strategies, through which guests have contact with a hotel not only through the guest service, but through the physical plant of the property. “Designers and architects manage what hotels will look and feel like. Thats critical, since the exterior, interior, the entire physical plant of the hotel has more contact than any other item or service,” said Kroenke. And since design plays a key role in the success of a brand, said Kroenke, designers and architects must be “in tune” with a brands “positioning , personality and affiliation” to maintain consistency. Plus, Kroenke maintained that its critical for the design to connect on both the rational and emotional level of guests. That emotional connection, he pointed out, can be reinforced by designers work, so owners, developers, designers and architects need to be on the same page when creating a brand or changing a brands look, he said.