Audacious, disruptive, charismatic, clever, magnetic — this is how I would describe a brand that people will travel across town to get a piece of.

So, what exactly is branding? It’s a little like speed dating. Successful branding is about creating a series of memorable moments that intrigue, surprise, charm and excite. It’s about sweeping people off their feet and leaving them hungry for more.

We often come across venue owners that are looking to find their true identity. And it’s not uncommon for people to fall into the trap of creating a Frankenstein brand by piecing together parts of others they admire. There’s nothing wrong with being inspired by those doing it well, but you have to carve out your own personality and place in the market.

This column appeared in Hospitality’s May issue, which is now available to read on Issuu.

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