brand identity standards

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1.3 | brand pillars rhythm TownePlace Suites supports guests in their daily routine, providing the essentials for everyday living, complimentary coffee, an In a Pinch ® market and a Connection Center with all the business tools they need to help them find their own rhythm. place TownePlace Suites provides a flexible, functional space for living and working and a HomeOffice that guests are invited to personalize so they can feel more settled and more comfortable. connection TownePlace Suites connects guests to the local area, making them feel like they are part of the neighborhood by sharing current local knowledge and providing a TowneMap ® that details their surroundings. brand personality traits simple: straightforward and streamlined fresh: contemporary and up-to-date friendly: a welcoming feel that encourages personal touches and makes guests feel comfortable real: productivity in work and daily life essentials local: balancing work with rejuvenating and energizing activities TownePlace Suites by Marriott | brand identity standards contents | brand voice strategy | brand pillars | 1.3
1.4 | brand voice experience the tangibles and intangibles The tangibles are the products and services—what a property provides and what it does for its guests. The tangibles are important. They are the foundation and substantiation for the brand. The tangibles provide proof that the brand fulfills its promise. Examples include: 1 | In a Pinch ® market 2 | TowneMap ® 3 | Front desk and lobby redesign 4 | Coffee “On Us” 5 | Flat-screen TVs in guest rooms 6 | HomeOffice in guest rooms All brands strive to differentiate on the tangibles, to be substantially different in a meaningful way. But, increasingly, some of the most successful and admired brands also excel at the intangibles. These are brands that have created distinctive personalities and experiences that communicate something bigger to consumers about the brand and its values. The intangibles are the attitude. The vibe. The way a brand speaks about itself and the way it behaves. TownePlace Suites by Marriott | brand identity standards contents | brand voice strategy | brand voice experience | 1.4
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