BRAND IDENTITY. 1.0 BRAND IDENTITY 1.1 Brand Manifesto 1.2 Brand Positioning 1.3 Target Guest 1.4 Brand Values 1.5 Brand Proof Points

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1 The Renaissance Hotels Brand Identity Standards provide information required to support the strategy and positioning of the brand in both its visual and verbal presentation. Every touch point is a chance to create an impression in the guest s mind about what Renaissance represents. Standards are tools used to support the brand strategy. They help ensure that every guest experiences Renaissance as a distinctive brand. 1.0 BRAND IDENTITY 1.1 Brand Manifesto 1.2 Brand Positioning 1.3 Target Guest 1.4 Brand Values 1.5 Brand Proof Points 3

2 BRAND MANIFESTO 1.1 BRAND MANIFESTO Who says a business trip has to be all business? Why can t a sales meeting also include exquisite local flavors? Why should a packed calendar get in the way of truly experiencing a city? When you check-in at a Renaissance hotel, there s always time to discover... Locally inspired cuisine. Emerging artists. World-class amenities. Take a moment to admire the handcrafted gold leaf at the St. Pancras Renaissance London Hotel. Meet over the best dim sum breakfast in Shanghai without leaving your hotel. Or unwind after work with a live performance overlooking the bright lights of Times Square. Because where is it written that business travel shouldn t be an inspiring, eye-opening getaway you just happen to bring your briefcase to? You spend your life working, discover the world as you go. Live Life to Discover. 4

3 BRAND POSITIONING 1.2 BRAND POSITIONING The Renaissance brand identity is the strategy foundation of the brand and the Brand Voice. BRAND IDEA Discovery Moment BRAND TARGET The Discoverer BRAND VALUES Intriguing, Indigenous, Independent BRAND POSITIONING Renaissance is a global lifestyle hotel brand that seeks to inspire and provoke its guests to discover something new and different each and every time they visit. Because Renaissance believes no matter where or why you travel, there s always something wonderfully new to be found. BRAND PERSONALITY Savvy. Engaging. Intellectually Curious. Comfortably Cool. Just right tension between refined sophistication and exuberant fun, quietly playful or subtly surprising. CORE MESSAGE Live Life to Discover 5

4 TARGET GUEST 1.3 TARGET GUEST BRAND TARGET: The Discoverer Whether on business travel or in their personal lives, the Discoverer s mission is to take it all in. It s about the delight of discovery a desire to know what s out there, what s innovative; to defy the everyday routine; to add richness and detail to the moments in their lives; to always seek out and find something wonderfully new. Through a work to live motto, Discoverers punctuate their business travel experiences with deeply satisfying moments sipping a good wine or exploring a quintessential local music spot. They see travel as a break from their daily routine. Their interests revolve around travel & adventure, food & wine, architecture & design, and art & culture. To Discoverers, the trip isn t complete until they ve found moments like these. And their moment of truth is the moment of discovery. 6

5 BRAND VALUES 1.4 BRAND VALUES INTRIGUING: The Renaissance experience inspires and proves exploration at every turn a sensory adventure that transports guests to a life less ordinary. Around every corner, guests are invited to taste, see, feel, sip, hear, do and try something wonderfully new. INDIGENOUS: Renaissance echoes and embraces the destination from a local point of view, acting as a gateway to an authentic experience of the destination. Renaissance delivers this through local expertise tailored to guests who want to make intriguing discoveries effortlessly. INDEPENDENT: Like the Discovery guest, Renaissance is independent-minded and proud to be utterly original. Guests will encounter interesting design and locally inspired elements in each Renaissance hotel along with unique experiences that make every stay their own. 7

6 RENAISSANCE LEXICON 4.2 RENAISSANCE LEXICON Adventure/Adventurous Authentic Buzz Chic Charm Compelling Cool Creative Culture Current Delight/Delightful Different Discover/Discovery Distinctive Eclectic Experiences Explore/Exploration Expression Fashionable Find Hip Independent Indigenous Innovative Insider Inspiring/Inspiration Intriguing Inventive Less ordinary Lifestyle Local flavor Navigate/Navigator Original Playful Provocative Savor Style Surprising Unexpected Unique Vibrant Whimsical 30

7 SHORT FORM VERBAL STYLE 4.3 SHORT FORM VERBAL STYLE n KEYCARD n WEBSITE CONTENT (SHORT FORM) SAFETY IS KEY (no pun intended) KNOCK KNOCK. Before you ask, Who s there? Peek through the viewfinder. PARIS The Eiffel Tower s entire construction cost was recouped in just one year when for-pay elevators replaced the 1,665-step climb to the top. Enjoy the ride and the view. n HOTEL GUIDE Why not skip the treadmill today? Take a brisk run down to Lake Superior instead. Coffee was first brewed in 9th century Ethiopia. Thankfully, we made this batch fresh today. or ORLANDO Walt Disney chose Orlando to avoid hurricanes. Mice hate strong winds. ATLANTA A stunning city with over 50 streets named Peachtree. Getting lost is a joy. Coffee: Fueling your fire since 9th century Ethiopia. Thankfully, we made this batch fresh today. 31

8 LONG FORM VERBAL STYLE 4.4 LONG FORM VERBAL STYLE HOTEL GUIDE INTRODUCTION Ah, you re here... sit back, kick off your shoes, relax for a moment... Welcome to The Baronette Renaissance Detroit-Novi Hotel, one of more than 150 Renaissance properties around the globe. But don t be fooled, each and every one is unique. At Renaissance, we firmly believe that travel is about discovery and exploration so no matter what brings you here, we encourage you to take pleasure in the details of your stay; to take in the unique offerings of the city; to uncover the hidden gems along your journey. So, don t let us hold you up, say Hi to our Navigator in the Lobby to find out about that First Friday art exhibit, that superb wine and cheese night in the city gardens or the quintessential local music spot. We guarantee a satisfying DISCOVERY. 32