A brand is an identifying mark or label on a company’s products. But while we tend to regard branding as a concern of large companies, hospitality and tourism operators of all sizes should be thinking along similar lines.

If we are to maximise revenue, every company has to distinguish itself in what is often a very crowded marketplace. It is all too easy for the consumer to become swamped with choice, especially today with the potential for information overload created by the internet. So what to do?

Consider, for starters, breaking out of the “me too” mould by carefully reviewing how your business is positioned in the market. Would you better off, for example, targeting business customers because of your proximity to transport hubs such as the airport, railway station, etc. or location near major business centres?

Today, the consumer needs to know not only what you can offer in terms of accommodation, food and service, they also want to be told what makes you different. Why should they use your business rather than a similar one further up the road?

In short, customers want to hear about what makes your company stand out from all the rest. It is therefore crucial to highlight strengths and ensure the right people are hearing your message by broadcasting it in the most appropriate places. This branding business is, then, a multi-layered affair: getting the message to the right people via the means most likely to maximise your return on investment.

Clearly, branding must be founded on solid market research if it is to succeed in taking advantage of a company’s future markets. No matter whether you run a small B&B, a boutique hotel, taxi firm, coffee shop or activity centre you are special and different in some way. This is your brand. Tell the public your story.