The International Network of Hospitality Consulting Professionals

How to Make Your Brand Stand Out

Cara Federici

Seems easy, right?  Pick a cool name, design a stellar logo, and you’re good to go.  Wouldn’t it be nice if it was that simple?  Building a successful strategy to make your brand stand out is actually quite complex.  It is an in-depth, multi-faceted process comprised of significant research, extensive Q&A, connecting hypotheticals and tangibles, brilliant storytelling, and serious creative energy.

Digging into what makes you exceptional is not only asking questions and getting answers but asking the right questions.  How many times have we answered the question of ‘What makes us special?’ with, ‘We’re the best, we do things better, there’s nobody like us, or, we don’t, really, have any true competitors?’ Probably more than a handful of times.  Of course, we all believe these to be true, but it doesn’t tell our customer how we’re different, or why we are who we are.

At The Madison Melle Agency, our methods elicit compelling responses by carefully framing descriptive, open-ended questions, in addition to ‘yes-no’ questions.  This process helps us determine a definite point of view.  For example, we ask, “What is different about your history than the project across the street?” Or, “What’s most important about your core values that you’d like your target audience to understand?”

Through continued probing, interactive role play, focus groups, and surveys, our team ultimately reveals the one-of-a-kind building blocks that set our clients apart.  We take those captivating characteristics and translate them into an identity, with a voice your customer understands – and make your brand stand out.

As you think about what your brand means to your target audience, always consider what it means to you first.  Contemplate how you describe your unique attributes and what matters most.  It is only then; the process truly begins.


About the Author:

Cara FedericiCara Federici is Principal and Founder of The Madison Melle Agency.  Cara demonstrates performance excellence in hospitality, specializing in branding and operations management within the boutique and luxury-lifestyle sectors. Her extensive leadership skills acquired from on the ground management include launching multiple, highly sought after hotels and luxury residences across the globe. She is a trusted Senior Advisor, often acting as Owner’s Representation in support of Capital Partners, Real Estate Developers, Independent Owners, Management Companies, and various other Stakeholders who are focused on capturing the highest return on investment. Cara is a visionary and seasoned hotelier with a proven track record of success.