1.0

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.
1.0

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
1.6