In the world of branding, the fastest and easiest route to changing a look is through a Logo & Corporate Identity Makeover. It’s the expedited method of projecting a new image, and an ongoing journey of constant changes, regardless how subtle.
Here’s a look at Fiesta Inn Hotels, a Mexican chain of business hotels from Grupo Posadas of Mexico City. Fiesta Inn is positioned like Courtyard by Marriott, a limited service hotel that is aimed squarely at business travelers who are looking for well-located and reasonably-priced accommodation that offers superb comfort, convenience, and the basic business essentials like breakfast, meeting rooms, gym and pool.
At one time, Posadas reigned as Mexico’s answer Marriott Hotels, with a portfolio of diverse hotel brands targeting different travel segments spread across Latin America, making it the region’s leading hotel company. In recent times, however,Posadas suffered some major setbacks with over-expansion into non-core businesses amid the recent global downturn.
In 2012, the group sold its South American hotel brands Caesar Park and Caesar Business to French hotel giant, Accor Hotels. After the failed Mexicana Airlines (Mexicana de Aviación) – see my related blog post on Mexicana – that Posadas acquired in 2005 and declared bankrupt in 2010 as one of the victims of the global recession and labor union disputes, Posadas refocused on the Mexican domestic hotel market. The Fiesta Inn rebranding is a step in that direction. The other hotel brands under its belt include Fiesta Americana and Live Aqua boutique hotels.
A Logo & Corporate Identity Makeover is, however, by no means what branding is all about, and the potential it can deliver. Customers are already experiencing your company’s products & services in their very own distinctive way. The MEANING of a product & service in any customer’s mind is what SHOULD matter to any organization. It is this MEANING that needs to be thoroughly analyzed, managed, and optimized in the company’s best interest. This the foundation of strong branding and brand positioning strategy.
An Identity Makeover is not without risk. The key is in the hands of Customers, who decide “WHAT’S HOT” and “WHAT’S NOT!” Therefore, if a company changes its logo WITHOUT changing the meaning – ie. properly align and match their brand message with the positive brand experience the company WISHES customers to have – the often sizeable investment in aesthetic touch up is reduced to a futile and expensive exercise. An utter waste!
Companies MUST ensure that the brand experiences they provide remains positive, therefore if your products and/or services still show weaknesses; customer satisfaction is dismal, market share is lagging, your customer service department is drowning in complaint calls, stakeholders are edgy due to weak stock performance, staff morale is in the abyss while staff turnover is high… a logo makeover WILL NOT bring about improvements like a magic wand!