Short on-location video in which Kenny Chapman (the 'blue collar coach') reflects on branding and brand familiarity. Using Hilton and Lufthansa signage at Frankfurt airport and a Hilton Garden Inn stay as examples, he prompts service-business owners to consider whether their brand creates connection, trust, and loyalty among customers and members.
Foreign. What does your brand communicate? What does it represent? What does it say? Kenny Chapman here, the blue collar coach. Happy Freedom Friday. Focus. Just checking out of the Hilton Garden Inn before we make the long journey back home. And I want to shoot you this quick video because here we got the Hilton. See the Hilton logo up here. We're in Frankfurt airport here in Germany. And when I think about branding, right. So we stay at a lot of Hilton properties around the, around the globe, I guess, now. But we came here to, to hunker in for the night and get ready for our long journey back. And what's fascinating is as I walked up and I saw the logo and I see the lobby and I see the familiarity, and if I look up here and I see the Hilton logo, that has something, what does your brand say? Does it connect? Does it create connection? Does it resonate? Does it speak truth? Does it create a sense of familiarity? Maybe even a sense of loyalty when you think about those things, how does that represent? If I turn around this way and you can see there's a huge Lufthansa logo over there. If I fly Lufthansa all the time, there's a connection there. There's a comfort there. Now, granted, this is an average hotel chain. It's nothing epic, it's nothing incredible, but it had a sense of familiarity. Is there loyal? I don't know. I'm a points member. I probably want some free stuff now and again. What about you? What about your club members? What's your brand saying? Do people want to connect with your brand? We've stayed at all kinds of different hotels around Germany. And then when we get back here, we're getting ready to go home. Just a little familiarity feels kind of nice. Can your service business do that until we talk? Make it a better than fantastic weekend. I'll see you back in the States. Cheers.
