Remote marketing department

Branding: overall picture

When branding a hotel, Mocha Branding says it is essential that the total picture is right, right down to the smell. Owners Maurits van Bokhoven and Linda De Kleijne specialise in storytelling and aim to be a remote marketing department for hotels. "We help hotels offer their guests the right experience and stay involved, even once the branding is in place."

The focus on the hospitality and leisure industry was a logical choice, according to Van Bokhoven. "We both have experience in marketing in the hotel industry and have a great affinity with this fun and changeable branch." According to De Kleijne, the right branding is essential for any hotel. "The experience is increasingly important for guests, this is what they spend money on. So the total picture has to be right, from colours in the house style to the smell in the hotel. All the senses matter; smell, for example, is nostalgia, you store that and it does something to you." Van Bokhoven adds: "We notice that there is more need for authenticity and authenticity. The room can be beautiful, but it is also very important how you are approached and greeted."

One of the key features of Mocha Branding is the company's personal approach. "We work almost as a core team member for our clients. We want to remain a flexible partner and be closely involved in our projects. In an age of increasing distance, we actually always just pick up the phone." This approach means Mocha Branding often dives deep into their clients' business processes. De Kleijne explains: "In our first conversation, we discover what the client wants and where the pain points are. For this, we actually always come on location, to experience what the environment is like. Only with our clients in Curaçao do we do more remotely."

Long-term commitment

The brand strategy development process includes an outline phase and a research phase, in which the client is closely involved. "We often come into the picture during a rebranding exercise. Using various tools, we then arrive at an identity on paper, which we work with to come up with a complete branding and an effective brand strategy. This job can be done in two and a half months." After that, however, Mocha Branding often stays involved with their clients for a long time. "It is important that the hotel's identity is reflected in everything, so a new menu should then also be in the corporate identity. These details matter."

Mocha Branding also handles social media for hotels and restaurants. "We see this is often an underrated child, while your online presence is incredibly important. People often form their opinions based on social media. It is important to consistently reflect your own tone of voice here, from the type of photos to the way you write. Even for job postings, we apply branding, for example by targeting specific ads to the right audience."

A click from the very first moment

Jacqueline Zomers, director of Landgoed Ehzerwold, came into contact with Mocha Branding through a colleague. When she herself was looking for a way to give her hotel a fresh look, a fruitful collaboration soon emerged. "I was immediately enthusiastic about Mocha Branding's approach and we clicked right away. Sometimes you have to have whole stories to understand each other, but here it was clear very quickly," says Summers. What particularly appealed to her about Mocha Branding's approach was the use of branding cards. "This is incredibly efficient. It allowed us to quickly determine what suited us and what didn't." In addition to Mocha Branding, Jacqueline also worked with an interior designer, and remarkably, they independently came up with the same colour schemes. "Nothing had been done to the hotel's branding for 25 years, so it was high time for a refresh. We are doing it in stages, slowly connecting old and new. For instance, a new website will be launched at the end of this year." Maintaining the historic character of the hotel was a priority, without making it corny. "Mocha Branding found a fantastic mix. For example, we elevated the arched windows to a modern element by framing them with gold frames."

Tips for successful branding of your hotel

- Make your interiors match your branding;

- Think about the right approach to your guest;

- Don't overshoot trends, but go by your own strengths;

- Be honest about your strengths and weaknesses. You can put a positive spin on those too;

- Listen carefully to your guest;

- Don't try to imitate your neighbour (be authentic).