Brand monitoring makes the difference between isolated campaigns and recognisable guest experiences

The power of a brand that rings true

A good hotel brand lives not just on paper, but in every component and detail experienced by a guest. Yet this brand consistency is under pressure at many mid-sized hotels. “In every department, someone is interfering with marketing or communication. That sounds involved, but it often leads to fragmentation,” says Linda de Kleijne of MOKKA Branding. “Then blanks arise, whereas what you need is one recognisable story that rings true everywhere.”

Telling a hotel's story in the right way is what MOKKA Branding is all about. The company specialises in branding and brand management, two pillars that reinforce each other. Co-founder Maurits van Bokhoven: “With new clients, we first check whether there is already a solid brand identity in place. If so, we move into brand management: we take over the implementation and monitor the brand. If the foundation is not yet there, we first go back to basics and rebuild the brand.”

That second phase, brand management, is a breath of fresh air for many hotels. For a fixed monthly fee, MOKKA manages all brand-related matters: strategy, design, content planning and execution. “We work proactively, not wait-and-see,” says Van Bokhoven. “We create the marketing calendar, suggest campaigns and know what is going on in the operations of a medium-sized hotel. We are always approachable for our clients, without tickets or slow processes. We're just on top of things.”

Consistency as key to trust

According to De Kleijne, good brand management is not about creativity alone, but mainly about discipline. “A brand that exudes something different on Mondays than on
Friday, loses credibility. We guard that line and ensure that all communications convey the same tone, style and promise. Ultimately, this enhances the guest experience, because recognisability breeds trust.”

That trust pays off in loyalty, adds Van Bokhoven. “A professional, consistent brand creates calm in the organisation and recognition among guests. And we take the entire process off their hands, so the hotelier can focus on what they love most: receiving their guests.”

Man and brand in balance

In addition to brand management, MOKKA developed the HUMAN™ Brand & Guest Experience Consultancy, a method that goes beyond design or communication. “We bring brand, people and experience together,” explains De Kleijne. “We explore where emotion, space and identity intersect. This is how we refine the guest experience on a strategic level, so that a brand is not only seen, but also felt.”

Many clients stay with MOKKA for monthly support after a build-up period. “Sometimes the in-house marketing department takes over, but increasingly hotels want someone to continue monitoring the brand,” says Van Bokhoven. “We understand that very well. A brand is never finished, it grows with its guests.”

With short lines of communication, down-to-earth communication and commitment to brand consistency, MOKKA has a clear mission. “We treat our customers as we would like to be served ourselves,” says Van Bokhoven. “Fast, personal and with attention to quality. This is how we ensure that every hotel brand remains solid, even when the pressure is on.”