Together all these points create a very strong brand - probably the strongest luxury brand in Denmark.' To Hotel d'Angleterre, brand is not a logo, colour scheme, website design or staff uniform (though all these things are part of it). Of course, branding is a great part of the communication across all platforms - what we are communicating, to whom and on which channels. Both the interior and exterior of the hotel underline the fact that the brand only uses upscale products in all areas of the hotel. 'For example, we offer training classes in ‘Luxury Behaviour’ for all staff. 'Hotel d'Angleterre works with branding in all imaginable areas,' says William Dixon, the hotel’s financial director. As a small player in a market dominated by large luxury chains like Marriott and Radisson, Hotel d'Angleterre leverages brand to stay ahead of competitors. It is also a client of Danish UHY member firm inforevision. BRAND IS EVERYONE'S RESPONSIBILITY Hotel d'Angleterre is a luxury hotel in Copenhagen, Denmark, and the only hotel in the country with the five-star superior classification. Their approach provides lessons that all businesses can learn. They are a beacon of stability and consistency, cutting through the confusion of endless choice. In a rapidly globalising, hyper-consumerist age, the best luxury brands provide timeless authenticity in a volatile world. There is an historic perception that luxury brands weather economic storms better than non-luxury brands, because they attempt to satisfy desires rather than simply solve problems. Small businesses can have incredibly strong brands, and that is often most true at the top end of the market. Do you want sneakers, or Nike sneakers? Do you want a burger, or a Big Mac? But brand is not the preserve of huge global names. Above all it has to be present (visible), and understandable.' It is easy to see how big global names leverage that kind of brand identity to drive sales. I would say it must be authentic, relevant, different and consistent. 'Outside, the brand has to meet many criteria. AUTHENTIC, RELEVANT, DIFFERENT How do businesses create brands their customers recognise and want to associate with? 'Inside the business, there has to be clarity, commitment, protection and responsiveness,' says Interbrand’s Jorge Camman. Toxic brands also simplify the lives of their customers, by removing themselves as an option for consideration. On the flipside, brands can easily be associated with negative events. If they know that a brand represents qualities they admire or aspire to, they can make quicker, easier purchasing decisions.
It is confusing, and people have less time to manage it all.' For that reason, consumers look to brands to simplify their lives. 'In a rapidly changing world, globalisation, standardisation, technology and deregulation have created more players, more products and more options. Speaking at the UHY 2018 EMEA regional meeting in Barcelona, Spain, Jorge Camman, director of innovation and verbal identity at Interbrand Iberia, explained why brand has never been more important. Interbrand is widely recognised as one of the world’s leading brand consultancies. All businesses, big and small, need to be aware of their brand image and work to promote it. It is what a company is called, what it looks like, how it positions itself, what its values are, and even who it associates with (its partners and customers), all rolled into one. Most brand experts liken it to a business’s personality. Is it simply a product manufactured by a company under a particular name, as one definition has it? Is it a logo, symbol or design feature? Is it, as somebody suggests, ‘the emotional and psychological relationship’ a business has with its customers? In reality, it is all those things and more. This nebulous term is often misunderstood. Ask five people to define the concept of brand in a business context and you may hear five different answers. It is a trait that - in an increasingly customer-focused world - all businesses can and should adopt. High-end brands offer experiences as much as services.
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