If you’ve stayed in a hotel, it’s guaranteed you’ve used Sysco Guest Supply’s hospitality products. They are an industry leader, providing over 30,000 products to nearly 25,000 properties around the globe.
However, the organization still lacked a brand that communicated why Guest Supply should be selected over its completion. A low level of awareness was contributing to a lack of deeper product penetration within existing accounts, and less than ideal cross-selling opportunities.
We took Guest Supply through an extensive Branding Q&A Session that included sales, marketing, senior management, manufacturing, and operations. We asked about market awareness, strengths, weaknesses, the competition, and goals. We also undertook online market research to see how the company’s perceptions mirrored those of the marketplace.
Our process revealed that Guest Supply needed to communicate how they helped properties enhance the guest experience and how partnering with them was an easier and more rewarding experience.
We established the brand platform – the guest experience – which communicated the enhanced experience the company provides to its customers and their guests. The visual treatment illustrates guests enjoying Guest Supply products and the superior accommodations that the organization helps hotels provide.
The brand was rolled out via a new website, print and online advertising, sales support collateral, and trade show marketing.