What The Heck Is Branding? (Explained)

Branding is one of those marketing words that gets thrown around willy-nilly.

Yet, 99% of people don't actually know what it means.

Brand is hard for me to write about because it's different from one rental to the next.

Kinda like our finger prints. No two finger prints are the same.

I can't give you much of a framework on "how to brand 101." But, I can give you an example of how it works.

Sound fair?

Cool. Let's dive in...

The definition of a brand

When I Google "brand definition in marketing", I get this:

That's a word salad. Lettuce be honest (lol).

I like simplicity, so I go with this definition.

Brand: Associate with things your customers (guests) like.

That's it. But we're still in the same spot. WTF does that mean?

How to build a brand

I don't have a framework but this example will help.

First, let me tell you about my imaginary business.

Context:

Stay type: A-frame in the woods

Location: Maine (2 hrs from Boston)

Attractions: Small ocean town + fishing + hiking

Name: Scotts Shack

Scotts Shack hosts a lot of couples and young families. Most are from Boston and surrounding small towns. Some come from the bigger cities south of New England in the summer.

Maine is vacationland afterall.

I want to build a stronger connection with couples. They pay top dollar and leave 0 mess.

The first question I gotta ask to build a brand is:

What do couples like?

Ideas:

• Coffee dates

• Hiking

• Nature

• Simplicity

• Spontaneous adventures

Let's start with one topic. I'll pick nature.

How do I associate Scotts Shack with nature?

Well I'd probably want to start collaborating with nature photographers and influencers. You know the ones that go on crazy adventures and capture breathtaking moments?

Yeah those guys.

• I'd start small. Let a few stay at Scotts Shack for free if they capture content.

• Then do a collab on Instagram and Facebook where they share photos of my stay and I share their content.

• I'd repeat this process until my feed starts to look like National Geographic and Airbnb had a baby.

During this process I want to look for signals that people like my new content.

Cool. Now Scotts Shack will:

• Mix nicely with nature lovers

• Because I'm associating myself with their favorite local photographers

Now what?

I assume if people love nature, they love hikes. That makes sense!

I'm going to create free local trail guides for abilities of all ages. These trails have to feel exclusive. Otherwise no one will care.

Then, I'm going to offer these trail guides on my website in exchange for an email address.

If the trail guides get a lot of leads, I'll start promoting them more in my emails and social content.

Let's stop the rabbit hole here. Still with me?

Either way, I'll connect the dots.

Connecting the dots

Once you:

• Identify your guest (couples)

• Make a list of the things they like

• Pick your association (nature + hiking)

• And a way to associate (local photographers + trail guides)

The rabbit hole continues. You will naturally come up with more things to associate with. Like I did with the hiking trails.

Don't connect with everything guests love. Just a few you can really lean into.

The entire goal here is simple:

You want to be part of the thoughts someone has when thinking about:

• The thing they like

• Linked with travel

That's all for today. I'll see you in the next article.

P.S. If this was a tough one to understand, reply to this email. Happy to answer any question.

Before you go

I spend about 10 hours writing this newsletter each week. The rest of my time is spent running $100K Stay and Lodge Social.

1) $100K Stay — Learn how to make $100K for your Airbnb or hotel from social media in 90 days.

• This hybrid-live training program is everything you need to get your own guests from the internet. Even if you have zero audience, experience, or marketing skills.

• Enrollment is currently open. Book a call to join the next one →

2) Lodge Social — Our marketing team will help you get more guests to like, share and book. Work with me and my team here.

Links you might like:

1. How to crowdfund a new project (Field Notes)

2. Create A+ Instagram Ads in 4 Hours or Less (The Lodge Social)

3. Younger generations are spending less on alcohol. How will hotels adapt? (LinkedIn)

4. The $5/day Bookings Strategy (The Lodge Social)