brand identity standards

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1.1 | brand positioning TownePlace Suites: the real living brand TownePlace Suites guests want a simple, fresh and friendly place where they can settle in, a place where they can stay on pace, connect to the local area and be a part of the neighborhood. They don’t want to visit a property—they want to live there for awhile. They want Real Living. For the do-it-yourself guest who travels for long visits and wants to maintain a productive rhythm, TownePlace Suites is the extended-stay hotel that delivers the best Real Living experience because it is the only brand that provides thoughtful spaces for working and living and helps guests settle in by acclimating them to the local area. what is brand voice? Brand Voice is the visual and verbal expression of a brand’s unique positioning. It’s the combination— of the tangibles (what the brand does) and the intangibles (how the brand does it)— that together create and communicate the brand’s personality. The clearer the Brand Voice, the easier it will be to recognize and recall. Activating the TownePlace Suites Brand Voice means supporting guests in their daily routines. It’s welcoming them as soon as they walk in with a design and a greeting that lets them know this property is not a typical hotel. It’s equipping them with the essentials for everyday living. It’s providing a functional, flexible place for living and working—a space they’re encouraged to personalize. And it’s giving them all the information they need to connect to the local neighborhood. TownePlace Suites by Marriott | brand identity standards contents | brand voice strategy | brand positioning | 1.1
1.2 | target guest TownePlace Suites guests are masters—not victims—of travel. They’d rather be cared for than catered to. They appreciate being recognized and personally known. They are responsible, autonomous, self-guided business people. They are Do-It-Yourselfers. Do-It-Yourselfers like to stay on pace, keeping up their daily routine. And though work dominates their travel life, they like to integrate play—especially if it means experiencing the local scene. While they could afford a more expensive hotel, they view TownePlace Suites as a more casual and less “wasteful” option. It provides an experience that feels like real life rather than an indulgent escape. connecting with do-it-yourselfers Because their room often becomes their office, Do-It-Yourselfers need their space to be reliable and effective, a perfect fit for their ever-changing schedule. They appreciate an invitation to personalize their stay. They seek a relaxed attitude from the staff—a friendly greeting and a recommendation for a good BBQ place in town. They like feeling a connection to the local area. They are looking for a property that facilitates Real Living without being intrusive. TownePlace Suites by Marriott | brand identity standards contents | brand voice strategy | target guest | 1.2
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