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marriottbrandworks.com

BRAND VOICE

BRAND VOICE

1.1 What Is Brand Voice?

1.2 Core Idea: Inspired Living

1.3 Target Guest: Executive Expat

1.4 Brand Pillars

1.5 Design Platforms

1.6 Brand Personality Traits

The Marriott Executive Apartments

brand identity standards are the source

for information required to support the

strategy and positioning of the brand in

both its visual and verbal presentation.

Every touch point is a chance to create

an impression in the guest’s mind about

what Marriott Executive Apartments

represents. Standards are a tool to

support the brand strategy. They help

ensure that every guest experiences

Marriott Executive Apartments as a

distinctive brand.

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MARRIOTT EXECUTIVE APARTMENTS BRAND VOICE STANDARDS

WHAT IS BRAND VOICE?

Brand Voice is more than just the company logo

or tagline. It’s the Marriott Executive Apartments

personality. The soul of the brand. The message

communicated to guests. What Marriott

Executive Apartments promises to deliver and

how it is delivered. And it’s in everything Marriott

Executive Apartments does—the visual and verbal

expression of the brand’s unique position. What

Marriott Executive Apartments stands for; what it

strives to do for every customer.

It’s in the tangibles, the products and services.

The physical evidence that the brand fulfills its

promise to guests. Proof that Marriott Executive

Apartments offers the amenities that help guests

thrive on long stays.

And it’s in the intangibles, as well. How Marriott

Executive Apartments does what it does, how it

humanizes itself. It’s a distinctive personality, giving

the consumer an experience that communicates

something larger about the brand and its values.

It’s the attitude. The vibe. It’s the way Marriott

Executive Apartments operates, creating a deeper

bond with the consumer and earning a little extra

credit in the marketplace.

To build a successful Brand Voice, each property

must excel at both the tangible and intangible.

Marriott Executive Apartments must speak and

behave in the same style and manner at each

point of contact. The more consistently the voice is

communicated, the more consumers will be able

to identify what makes the Marriott Executive

Apartments brand different and better.

And the stronger the Brand Voice will become.

BRAND VOICE • WHAT IS BRAND VOICE?

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MARRIOTT EXECUTIVE APARTMENTS BRAND VOICE STANDARDS

CORE IDEA:

INSPIRED LIVING

Positioning Statement:

For executive expats staying 30+ nights, seeking

both emotional and physical comfort and

security, MEA is the only corporate apartment

designed to provide upscale residential living,

personalized service and the assurance of a

Marriott experience, so guests can achieve what

they need to while feeling at home.

BRAND VOICE • CORE IDEA: INSPIRED LIVING

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MARRIOTT EXECUTIVE APARTMENTS BRAND VOICE STANDARDS

TARGET GUEST:

The Executive Expat

The target guest is focused, cultured, driven.

A highly experienced business traveler on a long

stay who needs to stay connected to home, family

and the rhythm of an everyday routine. This guest

has uncompromising standards in accommodations

and desires a fluent transition into a new culture

and a living space that facilitates a balance of

productivity and rest.

BRAND VOICE • TARGET GUEST: THE ENTERPRISER

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MARRIOTT EXECUTIVE APARTMENTS BRAND VOICE STANDARDS

BRAND PILLARS

Comfortably Distinctive Residential

Upscale residential design enables comfortable

living. Not just a bedroom, but an apartment

with technology and work space for productivity,

full kitchens, and easy access to F&B to support

life’s routines.

Connection

A convenient location so guests can make the

most of the city. Staff that helps them settle

in. Technology that connects to home and the

people they care about for family, social, news or

entertainment purposes.

Trusted Name

A guest can feel safe and secure in an unfamiliar

place because of the confidence the Marriott name

instills. High quality product and great service

from staff that understand the sacrifice of a very

long stay are assured.

BRAND VOICE • BRAND PILLARS

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MARRIOTT EXECUTIVE APARTMENTS BRAND VOICE STANDARDS

DESIGN PLATFORMS

Connectivity

It’s a connection to the trusted Marriott name and

a connection between the executive apartments

and the Marriott hotels. It’s a connection to home,

business and the local culture. And when these

connections intersect, there’s connectivity— a

foundation of the brand experience.

Fluency

It’s a seamless transition—an assimilation. It’s

traveling abroad and then moving through an

established routine without skipping a beat. It’s a

graceful entrance into a new culture. It‘s becoming

fluent in new languages and traditions. It’s a fluid

energy that just makes life comfortable.

Balance

It’s a balance between professional life and real life,

on time and down time, work and play. It’s fueling

productivity and recharging with meaningful rest.

It’s providing a work space and a home base. It’s

an individual’s place—a residence that guests are

invited to personalize. It’s social gathering places,

too, where guests are part of a community.

BRAND VOICE • DESIGN PLATFORMS

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MARRIOTT EXECUTIVE APARTMENTS BRAND VOICE STANDARDS

BRAND PERSONALITY

TRAITS

Warm

Compassionate, Comfortable, Magnetic

Refined

Sophisticated, Stylish, Aware

Cosmopolitan

Savvy, Cultured, Global, Current

Confident

Assured, Positive, Industry-leading

Perceptive

Thoughtful, Understanding,

Anticipates guests’ needs

BRAND VOICE • BRAND PERSONALITY TRAITS

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