The Spires develop Brand Promise
“The Spires is committed to presenting each and every guest
with the ultimate service experience”
The Spires has developed a set of Brand Standards designed to ensure that The Spires brand promise is consistently delivered. The standards took over 12 months to develop and will continue to evolve as the company strives to continually improve the service provided to it’s customers. Ian Henderson, the manager primarily responsible for collating the Brand Standards led a Staff Training Event on 27th March to introduce the Brand Promise and the Brand Standards manual to all staff.
The Spires Brand – much more than just a name
A good brand identity is a true reflection of the essence of what a company is. It conveys worth, what it stands for and most importantly, what value it can give to its guests.
A good product is not enough to provide competitive advantage. Only brands can tap into the emotional needs of customers and create a bond with them. Our brand communication never stops. It’s a complex mix of business activities constantly communicating what The Spires represents. It’s much more than a name, logo or glossy picture. What these standards aim to do, with your involvement, is manage the elements of the mix, which are either created or controllable by us.
What exactly is a brand and why is it important to The Spires?
Brand identities help products stand out. They reassure and add a human element. They are all about image. Consumers buy based on the perception of a Brand sometimes over the actual product itself.
A brand like The Spires is a mixture of attributes – tangible and intangible – which if properly managed, creates value for our guests. Brands are powerful because in a society where we’re all bombarded with choice, brands help us make decisions and often represent something we can trust.
With so much choice, so many brands and high guest expectations, The Spires brand must be protected and carefully managed.
The standards developed within the Brand Standard manual make up what The Spires represents to its customers. These standards reflect the brand and, when delivered consistently by staff, allow the guest to experience our brand promise.
A brand is more than a name or logo; it’s about a narrative. When a guest buys into a powerful brand, they are buying into a set of values and aspirations. If a member of staff has a bad morning, the guest is unlikely to forgive the brand. The staff set the scene and play their part in the narrative and image of the brand. The rules of the narrative are within the Brand Standard manual. The staff deliver our brand promise.