Refreshing the Brand’s DNA
A listed Singaporean company, Bonvests Ltd owns a variety of businesses. One of its most successful brands is The Residence, an internationally acclaimed resort and hotel chain. The Residence gained fame quickly as it spread to Maldives, Zanzibar and Mauritius not too long after its first location in Tunis.
The competition is tough for The Residence due to the intrinsically competitive nature of hospitality industry. The biggest advantage for the brand is that it has already formed a large pool of loyal customers who often call it “home away from home”. Aiming to grow beyond its existing boundaries, the company needed a powerful brand strategy that could touch its existing and prospective customers on an emotional level.
Growing further into international territories and acquiring new properties meant the company needed a brand architecture that would not only accommodate its existing hospitality sub-brands but also act as a parent brand for new brand additions in the future. They had already come up with a name of this new brand, Cenizaro. The challenge was to identify Cenizaro’s vision as a unique brand and clearly define what it would stand for.
We brainstormed with the top management to get a vivid picture of company’s goals. Doing so helped us design a brand architecture that coherently represents the existing brands as well as leaves room for new brands to be added in the future. Once we established the most appropriate brand architecture it was easy to come up with a suitable management plan for the brands within the chosen architecture. We audited The Residence brand to know what made it stand out for its customers. After a thorough review, we discovered that it was the “personal touch”that made The Residence so special for its customers. We named this personalized experience “enriched moments”.
Now that we had mapped out the brand architecture and a clear brand strategy for The Residence and Cenizaro, we assisted the management in conceptualizing an internal brand launch. We also conducted a week-long train-the-trainer program with the executive team at The Residence.
Refreshed the brand’s DNA while retaining its most valuable strengths and separating it from the competitors in the hospitality industry. The chosen brand architecture proved to be the right choice. With confidence in the new brand strategy we recommended, the management appointed a design agency to express the new Cenizaro and The Residence brand, followed with an international brand campaign. In 2018, Bonvests Ltd inaugurated The Residence Bintan, expanding its brand to South East Asia. We could see that our efforts had born fruit.