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The Importance of Branding your Vacation Rental
Your brand defines the "Why" of your vacation rental and is expressed in everything you do. It is your guest's first impression and becomes part of their lasting memory of their experience.
Here are our top five reasons why your vacation rental needs a brand.
1. A BRAND HELPS YOU STAND OUT FROM THE CROWD
It can’t be stressed enough: your vacation rental has increasing competition – it might not even be the only one on your street! So the importance of defining your vacation rental brand primarily comes from the need to distinguish yourself from your direct competitors.
If you have a sleek, consistent and coherent brand across all content (we’re talking copy, photos and videos), this becomes your identity and memory for guests.
Guests are faced with endless options of vacation. What is more eye-catching: “Garden Apt in Historic District” or “Metal Oak: Your Industrial Scandinavian Retreat"? Not only does your brand name communicate something unique to your audience, but it is also going to be what resonates with them and creates a memory.
2. A BRAND SETS EXPECTATIONS
Your brand also acts as a tool for communication. How you decide to present your vacation rental business from the very outset will help you identify your brand voice, message and, to an extent, communicate some guest expectations. Is your rental luxury, pet friendly, perfect for a girls' getaway? That expectation should begin with your brand and extend into cultivating a following of the type of guests who want to attract.
The objective is to have a great brand which evokes positive experiences and expectations, which leads to the next point…
3. A BRAND BECOMES SELF-EXPLANATORY
In the long term, your brand becomes a synonym for your vacation rental and vice versa. Setting out your brand objectives early on only helps prepare you for success in the future. To put it in Matt Landau’s words, “there’s a reason McDonald’s uses giant yellow arches […]. It’s because a brand is the quickest way to explain what a business has to offer”.
If your vacation rental brand is recognizable, memorable and has a catchy name, you’re halfway there. If you have a logo that speaks for your business, even better. Both first-time and return guests alike will draw associations between your brand and what it means for them.
This vacation rental is located on popular Broughton Street in Savannah, Georgia, directly above a well recognized honey company. We loved the play on words and the opportunity the name gives for including sample Honey in the Welcome Baskets, sending guests to the Mead Tastings and provided a sense of place for guests.
4. A BRAND IS THE BASIS FOR YOUR MARKETING
Defining your vacation rental brand isn’t as simple as choosing a name and a logo, there are many other factors to consider. It will involve having coherent color schemes, styles and design choices across your whole vacation rental site.
These choices will, in turn, play a huge role in the marketing of your property. Whether that’s in the creation of a special offer banner you upload as your Facebook cover photo, or a local newspaper advert, every piece of marketing material should aim to be consistent with your vacation rental listing. After all, that is the essential first impression.
What’s more, 60% of US millennials expect consistent experiences when dealing with brands online, and as one of the biggest growing markets for vacation rentals, you’re going to want to appeal to them.
Good marketing of your property will bring you more inquiries and more direct bookings, and this can’t be achieved without a sound brand.
5. A BRAND BUILDS TRUST AND LOYALTY
A consistent brand will help returning guests find you in Google searches, new guests find you in Google Maps, and will link across your social media accounts (Facebook, Instagram and YouTube) - even on Alexa. When you provide your guests with great customer service, an easy booking system, clear communication processes and a beautiful vacation rental, they’re more likely to return to your home time and time again. It’s also likely you’ll encourage word of mouth recommendations from your visitors to their friends, family members and so on. "We stayed at Low Country Hunt Club and loved the location!"
Bonus! For more Branding tips and trends, check out our