Branding In Hospitality Design
Your business’ brand is so much more than just a logo and a colour palette. It’s a visual representation of your business dictating the way your customers perceive you, and is a valuable opportunity to present your company values while making it instantly recognisable.
Your brand demonstrates the core of your business and so should go further than just making sure your logo is present on the company stationery. Your brand should be present at every touch point in your customer journey, from the uniform your team wear to the décor of your establishment, creating an overall brand experience.
Allowing your customers and potential customers to walk into your establishment be it a restaurant, bar or hotel and instantly recognise where they are provided by comfort in brand recognition, allows them to feel closer to your business, services and products.
A brand’s value is directly connected to its presence in the memory of the consumer so making your establishment memorable (for the right reasons) is crucial (1).
When working to provide this brand experience to customers, the commercial paint chosen when decorating, and ensuring it is of a consistent colour, quality and coverage, is crucial. Take a look at some of our favourite examples of hospitality brands maximising their bricks-and-mortar space as an extension of their brand.
Remember, consistency is key….
The comforting burgundy red, cream and brown colour pallet present in all Costa Coffee branches is an instant indicator of where you are, providing a sense of security in a relaxed and comforting environment.
The perfect environment in fact, for a leisurely drink, catch up with friends or even to get some peace and quiet while you catch up on emails. It’s by no mistake or coincidence that Costa have decided to use these colours to represent their brand, and it certainly isn’t a mistake for them to have continued this soothing pallet inside their branches.
The consistency in brand experience at Costa Coffee branches is solid and the colour and composition of the paint used is a big part of this. If a number of different reds were used- or if some branches used one colour palette whilst others used a different palette – the brand image would be compromised, negatively affecting how customers would feel about the brand and atmosphere making the visit and experience less memorable.
Beefeater again is another great example of a chain of restaurants who use commercial paint as a continuation of their brand into their bricks-and-mortar branches. The deep green (almost black) shade is present in close to all of the restaurant branches providing a relaxed, atmospheric setting to enjoy good food.
Consistency is again key here. With over 140 restaurants up and down the country, it is one of the UK’s most well-known restaurant brands which simply wouldn’t have been achieved without the consistency in branding and brand experience, which of course is heavily influenced by the colour palette and used throughout the restaurant branches.
Premier Inn hotels are well known for being a major operator in Britain’s value hotel sector, providing essential accommodation to anyone from business travellers to groups of young party-goers and everything in between. The brand is the epitome of accessibility with branches all over the UK, providing a ‘what you see is what you get’ service.
Providing a consistent brand experience is key for a company like Premier Inn as they seek to provide that same consistency in comfort and customer expectation when staying in one of their branches- whether this be in the bright lights of Brighton or rural Devon.
Paint as with all major brands that operate a property portfolio, plays a big part in the Premier Inn’s ability to provide consistent brand experience. The warm purple and white combination the brand employs enables customers to easily recognise their hotels.
Without this precise consistency in colour pallet each branch would appear slightly differently, removing the comfort of being able to instantly recognise where you are, and removing you further away from the brand itself.
Finding a commercial paint supplier who is able to not only promise you a consistency in paint quality, but also mix paint colours to your exact specification isn’t as easy to find as you might think.
At Paintfinity, we are able to mix paint to your exact specification, whether this is a brand colour, a colour from a sample or even just a colour reference. Not only that, but we will also keep your colours on file so when the next branch needs a refurbishment all you have to do is reorder your brand colours!
If you would like more information on Paintfinity’s colour matching process, experience in the hospitality sector or creating an account with us please get in touch here or give us a call on 01962 711 640.