In this increasingly competitive hotel industry, brand core values are an important part of brand equity and have become the heart of brand survival and prosperity. So we put:The core value of the brandAs the 5th topic of the brand creation series, it is also the 3rd topic in the planning and positioning stage. Due to the strong professionalism of this topic and the lack of mature and systematic theoretical support, it is very challenging to talk about. Zhenghuan tries its best to explain its understanding of this topic in plain language, combining theory and Shangri-La brand examples to show you how to create a unique brand story and experience based on the deep needs of customers, and maintain uniqueness and attractiveness in the fierce market competition. 
The core value of the brand
What it is
The core value of the brand, equivalent to the identity card of the brand, is the main part of the brand equity, which allows consumers to clearly identify and remember the interests and personality of the brand, and is the main force that drives consumers to identify, like and even fall in love with a brand. It is generally believed that the core values of a brand are divided into three major value themes, including:Rational value(Brand benefits, i.e. functionality).Sensual value(brand relations) andSymbolic value(Brand Personality). The core value of the brand is not only a part of the business strategy, but also the embodiment of the soul of the brand. It stems from a brand's history, culture, vision, and commitment and determines how it communicates and interacts with consumers, which is key to shaping the customer experience and building brand loyalty. From a psychological perspective, brands touch the emotions of customers through their core values and build a deep sense of identity. For example, a hotel brand that emphasizes sustainability and environmental protection may appeal to consumers who value the environment because it reflects their personal values and beliefs. In addition, brand culture is the internal embodiment of brand values, which influences employee behavior and decision-making. A hotel brand with a strong culture of service not only highlights the spirit of service in its external communications, but also incorporates this spirit into every detail of its daily operations to provide guests with an exceptional and consistent experience. How to tap into hotel brands
core values
Exploring the core values of a hotel brand is a process of digging deep into the inner spirit and identity of the brand. First of all, the process of brand positioning through market research is also a key step in tapping its core values. With an in-depth analysis of market trends, competitors and target customer segments, hotel brands can better understand their positioning and potential differentiators. For example, by studying the lifestyles, preferences, and needs of their target customer segments, brands can uncover those values that resonate with their customers. And then,Customer feedbackis another major oneSources of information。By collecting and analyzing guest feedback, hotel brands can gain insight into the real experiences and expectations of their guests, so they can adjust and optimize their core values. This is not limited to positive feedback, negative feedback is also a valuable resource that can reveal where the brand needs to improve. In addition, internal insights are also a part that cannot be ignored. The brand's employees and management team understand and feel about the brand, and are able to provide deep insights into the brand's core values. These values can be further defined and reinforced through internal discussions, workshops and training.
Build your brand
——From the core values
to a vivid experience
The story of a hotel brand is not only a carrier of information, but also the key to building a brand image and emotional connection. For example, a hotel brand with a core value of "family-friendly" can create an emotional connection with its target customer base by telling a heartwarming, emotional family vacation story. This kind of story not only needs to be creative, but also closely connected to the brand's core values, creating a brand identity that is both authentic and engaging. In addition, it is important to artistically express the brand story and incorporate it into the hotel's design elements, such as themed room décor, unique artwork displays, and even the clothing and behavior of the staff. Together, these elements create a vivid story, allowing customers to experience the service while feeling the unique charm and deep cultural heritage of the brand. To effectively communicate the brand story, hotels also need to leverage a variety of mediums and platforms, such as digital marketing, social**, event planning, and more, to ensure that the story reaches a wider audience. This kind of multi-channel storytelling not only increases the brand's popularity, but also enhances the interaction and engagement between the brand and its customers. Attention to detail is crucial in building a hotel's brand image. Every detail, whether it is the hotel's decoration design, room layout, or service process, should reflect the core values of the brand.
For example, a brand that emphasizes "luxury and comfort" should not only use high-end decorative materials and luxurious amenities, but also reflect the care and attention to detail of customers in every aspect of service. High-quality food and beverage experiences, top-of-the-line room amenities, and personalized customer service are all key elements in translating brand value into a customer experience.
The restaurant's menu design, the choice of ingredients, the restaurant layout and the training of service staff should all revolve around the core values of the brand. Similarly, rooms should be designed not only to reflect luxury, but also to comfort and practicality, ensuring that every guest feels at home.
Visual and sensory experiences play a crucial role in building a hotel's brand image. Consistent color schemes and logos are key to brand recognition, not only to convey the brand's visual message, but also to reinforce the coherence and professionalism of the brand's image. For example, soft and uniform color tones, elegant typography designs, and iconic patterns can leave a strong visual impression on customers. In addition, specific fragrances, carefully selected backdrops**, and thoughtful environmental layouts combine to create a one-of-a-kind sensory experience. For example, a unique fragrance diffuses through the corners of the hotel and evokes memories of the brandThe right choice can create the right atmosphere and strengthen the customer's association with the brand's specific emotions. Attention to detail, such as the arrangement of the room, the use of light, and even the choice of linen and towel textures, should be carefully considered to ensure that every detail conveys the brand's core values. These subtleties not only enhance the overall customer experience, but also invisibly enhance the depth and richness of the brand image. In short, the combination of brand storytelling, refinement, and visual and sensory experience allows the core values of a hotel brand to be embodied in every guest experience, and they are an integral part of a successful brand image.
The Shangri-La Hotels and Resorts brand is:
How to shape the core values
Case Study).
The core value of the Shangri-La Hotel brand as understood by Zhenghuan can be described in a few words: rational value is high-end accommodation facilities;Sensual value is the combination of traditional Asian culture and modern luxury to create a "home" in travel;The symbolic value is oriental culture, high-end, warm, elegant and comfortable. Founded in Singapore in 1971, Shangri-La Hotels & Resorts is named and inspired by James Hilton's Lost Horizon, a remote, idealized paradise. This concept is deeply rooted in the core of the brand and is reflected in the design, environment and service of each of its hotels. The first two questions are actually the content of the previous topic - hotel brand positioning, which should usually have positioning first, and then have a business model.
Shangri-La's hotels reflect the essence of Asian culture in many ways, from architecture and interior decoration to staff attire and service.
The design style of the hotel is based on natural elements, such as water, wood, stone, flowers, etc., reflecting respect and protection for the environment. Shangri-La Hotel's guest rooms and public areas are equipped with state-of-the-art facilities and facilities to provide guests with a convenient and comfortable stay. Shangri-La is also home to a number of restaurants and bars offering a wide range of food and beverages to suit guests' tastes and needs. The brand's new classic design concept launched in 2021 includes three core elements: first, Asian sensibilities, which highlight traditional Asian culture through visual elements such as Chinese patterns, red and gold, and artworksThe second is nature inspired, using green plants, landscapes, paintings, rattan, terrazzo, etc., to create a green space full of vitalityThe third is the local culture (spirit of place), which integrates the local architectural relics or injects local traditional cultural symbols, and integrates history, humanity and customs into the product. Shangri-La Hotel's service philosophy is "Hospitality from the Heart", treating every guest with sincerity, care, respect, humility and kindness, so as to truly "feel at home" or even "at home". Shangri-La Hotels & Resorts has demonstrated significant innovation in its communication strategy and guest experience. Through its "Hospitality by Nature" campaign, the brand adopted an emotional narrative that not only broke the traditional model of the luxury hotel industry, but also created an emotional connection with the customer. This emotionally resonant communication method effectively conveys the brand's core values and strengthens the customer's sense of identity with the brand. Shangri-La's Golden Circle loyalty programme is another example of its innovation in customer experience. Through personalised service and exclusive experiences, Shangri-La ensures that each customer feels uniquely cared for by the brand. This personalized service experience not only increases customer satisfaction, but also strengthens brand loyalty. Through these strategies, Shangri-La translates its deep-seated service into a tangible experience for each customer.
Integrate the core values of the brand into employee training and management.
Through carefully designed training programs, Shangri-La encourages employees to integrate the values of sincerity, respect and humility into their daily work to ensure a consistent and high standard customer experience. In addition, its management philosophy emphasizes empowering employees with greater autonomy and responsibility. This practice not only increases employee job satisfaction and efficiency, but also promotes the implementation of innovative and personalized services. Employees are able to flexibly adapt their services to the specific needs of their customers, so as to better communicate the brand's core values. Shangri-La also optimises its training content and methodology through continuous feedback and evaluation mechanisms to ensure that its training programs are in sync with market developments and customer needs. This strategy of continuous investment in employees not only improves the quality of service, but also strengthens the stability and communication of the brand image. In summary, Shangri-La's employee training and management philosophy is one of the core strategies that successfully shape the core values of the brand. By embedding brand values in the hearts and minds of its employees, Shangri-La ensures its high standards of service quality and consistency in customer experience, thereby maintaining its unique brand advantage in the face of fierce market competition. Shangri-La's "Environmental Sustainability & Social Responsibility" strategy is an important aspect of its brand value building. The brand has incorporated environmental and sustainable elements into its operations and development strategies. For example, the hotel uses environmentally friendly materials and technologies in its design and construction, while promoting energy conservation and waste reduction measures. In addition, Shangri-La is actively involved in social welfare activities, such as supporting education and health projects in local communities, as well as providing assistance and support in the event of natural disasters. These initiatives not only enhance the brand's image in the eyes of the public, but also strengthen its position as a responsible corporate citizen. Overall, Shangri-La shapes and maintains the brand's core values through a compelling brand story, multifaceted artistic expression and a premium customer experienceAt the same time, Shangri-La's core values of integrating employee training and management, as well as its commitment to environmental sustainability and social responsibility, have strengthened the brand's core values and market competitiveness, and helped the brand win the respect and trust of customers and society. God, and incorporating this spirit into every detail of our day-to-day operations to provide our customers with an exceptional and consistent experience. The core value of the hotel brand
Future outlook
In the midst of globalization and digitalization, the future of the hotel industry is both challenging and present. Brands must embrace innovation and technological advancements while maintaining their traditional values. Environmental protection and social responsibility have become the new focus of competition, requiring brands to make greater investment and innovation in sustainable development.
Digital transformationThe application of artificial intelligence and data analytics, such as artificial intelligence, provides new ways to improve customer experience and service efficiency. These trends not only challenge traditional business models, but also provide opportunities for brands to redefine themselves and differentiate. Looking back at Shangri-La Hotel's success story, Circle Ring has seen how a brand has become a benchmark through the careful shaping and maintenance of its core values. In the future, hotel brands will not only need to shape and adhere to their core values, but also innovate effectively in combination with market trends and emerging technologies. Only those brands that can stay true to their traditions while constantly innovating will be able to stay ahead of the curve in a competitive market.