Interview series "5 questions for..."
In an interview with Michael Frick, creative director of Studio Pona ( www.studiopona.de ), we examine the question of what a brand is and what it can achieve. We get to the bottom of the question of how hotels with a clear brand strategy manage to inspire their guests in the long term.
Michael Frick, founder of Studio Pona
Brandcraft: You've been managing brands for over 20 years. What is a brand, and how does one become one?
Michael Frick: The first thing that most people think of when they hear the word "brand" is the trademark, the logo. This is without question the face of the brand, an important visual anchor and recognition feature. But the brand is much more than that. It is the big bracket that extends across all of the company's actions. Hotels that manage to appear and act consistently across all points of contact with the guest have a good chance of becoming a brand that people remember. A simple example: Does the experience in the hotel live up to what the Instagram channel promises? Is the booking confirmation designed in the same look as the hotel's own magazine? Is there clear visual language on the various channels? Have the hotel employees also understood the brand and live it? Are the quality standards for in-house or branded products high? If so, an image becomes solidified in people's minds and, in many small steps, you become a brand that people trust.
Brandcraft: In your opinion, why is a strong brand presence essential for hotels?
Michael Frick: A strong brand presence is crucial for hotels because it forms the foundation for trust and recognition. In an industry where guests have a wide choice of hotels, a clear and consistent brand gives guests security. When a hotel manages to clearly communicate its values and promise, a bond is created with guests. This not only increases the likelihood that guests will return, but they will also recommend the hotel to others. Consistency is at the heart of a successful brand presence, especially in the hotel industry. Guests have certain expectations of the experience they want to have in a hotel. When the brand is consistent across all areas - from the website to on-site service - guests feel safe and valued. They know that they will get what the brand promises.
“As a brand, you have to continually earn your most valuable asset, trust.”
Brandcraft: The term “trust” has come up several times already. Is trust the key to building a successful brand?
Michael Frick: Absolutely. You have to earn trust. I earn it by addressing the right people on the right channels with the right content. I earn it by keeping what I promise in communication. I earn it when communication doesn't stop after the stay, but is an intermediate step to the next stay. The greatest compliment that can be given to a hotel is a recommendation from guests. Then you know that you have done a lot of things right.
Brandcraft: To what extent can a strong brand identity help a hotel hold its own in the market and make a lasting impression?
Michael Frick: We live in a world where we are constantly bombarded with stimuli. Standing out and being remembered is not easy. This is where branding comes into play. A strong brand gives the hotel a personality that makes it unique. This can happen through emotional connections, a special story or a unique experience. Guests remember hotels that offer them not just a place to stay, but an experience that suits their personal values and preferences. A good example are boutique hotels, which often find their niche with individual stories and design concepts.
Brandcraft: What advice would you give to hotels that are starting to build their brand?
Michael Frick: The first step is to figure out who you are and where you want to go—in other words, how you want to position yourself in the market and who you want to target. Once that’s clear, the next step is to translate that into a customized brand identity. We have the great privilege of working with Studio Pona to support brands over many years—from defining who they are to their ongoing development. We serve as partners to hoteliers and are always available to address any questions regarding their brand—whether it’s the initial brand design, the daily creation of social media content, the in-hotel experience, or interior design.
For this reason, we’ve launched the Memory Collective (www.memory-collective.com) through our network. Here, we bring together experts in branding, interior design, art direction, photography, video, and more to provide our clients with comprehensive support. We’re delighted to have Brandcraft as a partner who shares our commitment to high-quality corporate goods and with whom we can implement customized solutions for our clients.