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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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