TGC Highlights


Video: Give That Brand Some Personality!

Published: 10/14/2016

Video: Give That Brand Some Personality!

A lot can be at stake when it comes to your brand's personality. Making sure your brand has the right voice to go with that personality can be the difference between success and failure in the marketplace. So when Wyndham Hotels recognized that Baymont Inn & Suites lacked a definitive personality, they new it was time to make a statement.

When you're tasked with developing your brand's personality or creating marketing materials that showcase it, you have to start with the basics. What you're trying to capture is the experience your customers have when they do business with your company. A lot of times you can uncover the path to your brand's personality through primary research, like focus groups. There's no better way to find out what your customers think about your brand, or your competitors, than by asking them.

When the research was done for Baymont, it was clear that the persona of the brand was that of hometown hospitality. What's the best way to project that personality? There are usually two components to developing a brand personality - the words you use in your communications and the visual identity you wrap around it. In today's saturated hospitality market, where celebrity endorsements and comical gimmicks abound, it became clear to TGC that a more "hometown", direct approach would be best suited to help convey that personality and help Baymont rise above the clutter.

Check out how The Graphics Company helped communicate the brand personality for Baymont Inn & Suites in a 30-second national TV spot.

To see samples of some of the Video work TGC has created for its customers or look up previous TGC Highlights and Insights, please go to our portfolio.

Written by:
Alan Marks & Michael Giblin