Florida Vacation Rental Managers Association Creating the brand of your company far outreaches just designing a great logo and tag line. You need to climb into your customers mindset and experience every touch-point. We walk through this mindset from the perspective of a Vacation Rental Property vertical. Client: https://www.facebook.com/FVRMA FVRMA is the only FL association representing the vacation rental industry interests in Tallahassee, and provides educational, networking, and marketing opportunities for members.

1. UNDERSTANDING & CREATING YOUR BRAND
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2. HI.
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3. WHO BELIEVES THEY HAVE A BRAND?
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5. WHAT DOES YOUR CUSTOMER SEE?
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6. LOGO
PHOTOS &
VIDEOS
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BROCHURE
OFFERS &
DEALS
WEBSITE
ARTICLES
SOCIAL
MEDIA
MEDIA

7. WHAT DOES YOUR CUSTOMER FEEL?
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8. HAPPY?
SUPPORTED?
MEMORABLE? FUN?
COMFORTABLE?
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RELAXED?
SAFE? CONNECTED?

9. TOUCH POINTS & CORE VALUES
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10. THE GUEST
GREETING ARRIVAL OFFERINGS LOCATION EXPERIENCE FULFILLMENT TRUST
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11. BRAND REFLECTION
VOICE CREATIVITY VALUE EXCLUSIVITY INTUITIVE RESPECTFUL TRADITION
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12. COMPETITION
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13. COMPETITIVE AUDIT
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• Who are your competitors?!
• What is being done by your competitors?!
• What are the doing right? Wrong? Not at all?!
• Who are you being compared to?!
• How effective are they?!

14. BRAND BUILDING
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15. CORPORATE CONSUMER
ESSENCE POWER
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PRODUCTS CULTURE
HISTORY DEMOGRAPHIC
CORE VALUES
EVOLUTION VISUAL
PRICE QUALITY
STATUS VALUE
RISK EMOTION
PERCEPTION
EMOTION

16. BRAND CORE
PERCEPTION ESSENCE EMOTION
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17. DISTILLATION OF ESSENCE
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18. VISION
• What is in conflict with your brand?!
• What are your most important products and services?!
• Why are you perceived as different within your category?!
• What is unique about doing business (both from a B2B and B2C) with you?!
• How do your customers describe your properties, services and brand?!
• Where do you want your company to be in five years?
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19. PERSONALITY
• What emotions do you want your properties, services and attractions to elicit?!
• What kind of emotional customer feedback do you receive? Does it marry your vision?!
• If your brand was a person, describe their personality traits.!
• Is your brand an introvert or extrovert?!
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• Are you believable?

20. VOICE
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• Are you loud or soft? !
• Are you lighthearted and fun?!
• Are you serious and all-business?!
• Are you eco-friendly, pet friendly, LGBT friendly?!
• Entering your properties should tell your guest what?

21. GUEST PERSPECTIVE
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• Who is your ideal guest?!
• Who is your nightmare guest?!
• Which market segment does your property serve?!
• Why should your customers care?!
• What is your brand promise?

22. BRAND PERSPECTIVE
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• Is my story easy to tell?!
• What is my story, my promise and my place?!
• What are the realities of the perceptions we create?!
• What are the intangible by-products of those perceptions?!
• What about the brand must always change?!
• What about the brand will never change?

23. VISUAL BRANDING
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24. MODERN
LUXURY
COST EFFICIENT
TIMELESS
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25. MODERN
Luxury
COST EFFICIENT
TIMELESS
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26. MODERN
Luxury
COST EFFICIENT
TIMELESS
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MODERN

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Luxury

29. COST EFFICIENT
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30. TIMELESS
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31. VISUAL BRAND TOUCH-POINTS
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32. BRAND SAMPLES
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33. EXAMPLE
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34. EXAMPLE: TIFFANY & CO.
“Beautiful design makes a beautiful life” !
~ Charles Lewis Tiffany
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35. EXAMPLE
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36. EXAMPLE: HARLEY DAVIDSON
“I’m a total badass.” !
~ Thinks everyone that owns one
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37. EXAMPLE: THE RITZ-CARLTON
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38. EXAMPLE: THE RITZ-CARLTON
A philosophy !
that raises anticipation to an art form.
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39. THE NEW MEDIA LANDSCAPE
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40. PAID: Media
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Earned: Media
SOCIAL
Owned: IP
INTELLIGENCE DATA
ADVERTISING
Online
Traditional
Endorsements
Outreach
PARTNERSHIPS
Co-Branding
White Labeling
CONTENT
UGC
Created
Curated
Location-Based
Ranks & Reviews
INFLUENCER
Responsive
Recruitment
Retention
INTELLIGENCE
Testing
Monitoring
Optimization
Analysis
AFFILIATES
Partnerships
Ambassadors
PROPERTIES
Content: Blogs
Websites
Data & Lists
Mobile/Tablet
Applicational
Product
Email
COMMUNITY
Subscribers
Forums
Groups
Boards
CHANNELS
Facebook
Twitter
YouTube
LinkedIn
Google+
Instagram
etc.

41. CHANNELS
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43. VISUAL SOCIAL ROTATION
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49. BRAND PROTECTION
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50. LISTEN! See the following free/paid tools to listen/monitor your audience and brand:!
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• Hootsuite!
• Twitter Search!
• Social Mention!
• Google Alerts!
• Talk Walker Alerts

51. BRANDS ON THE GROUND
Customer
Support Sales PM
Social
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Management Staff
BRAND TRIAGE
CRISIS

52. BRAND LIFT
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53. KPI
S
• Social Growth: increased likes, subscribers, followers, downloads, sign ups, etc.!
• Reputation management: This can look like a great many things, but most assuredly it
will be an adherence to brand standards.!
• Response management: These actions can vary from community management,
response to comments within threads as well as moderation and rule adherence.!
• Sentiment: An aggressive adherence to maintaining a positive perception of the brand
and its actions to the audience.!
• Sales: of purchasable rooms, merchandise and or associated services.
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54. TAKEAWAYS
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55. ACTION ITEMS
1. Remember, brand is more than just a logo, marketing directives and tag lines.!
2. If your brand doesn’t match the needs of your customer — your brand must evolve.!
3. Ask yourself if your brand is permeating all the touch points of your guest’s experience.!
4. Does your staff truly understand, believe and speak your brand?!
5. Make sure your brand is consistent, active and ubiquitous.!
6. Create a support process within brand.!
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7. Fail fast.

56. Q&A
www.justicemitchell.com!
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