Conveying a consistent vision begins with you, your management team, and the commitment to your business plan. Your mission needs to be clear. Review it often to make sure it reflects your goals and objectives for your business. Make sure your management team knows it, believes in it, and practices what it means for employees and customers.
Your employees need training on every aspect of your business, especially how to communicate with customers and prospective customers. How would it sound to a prospective guest on the phone who has just been told your hotel is full for the night that another front desk person is telling someone else you have plenty of rooms available?
Employees need to know and understand your brand, and believe in it. Anything less has the potential of damaging your brand, perhaps fatally. Frequent training sessions or one-to-one coaching opportunities may be required to develop employee brand loyalty. Good pay for a good day's work also helps. Praise in public, critique in private.
When you have a solid business plan, your brand message is also clearly imparted to your customers and prospective clients. They know who you are, what you stand for, and what you mean to them. Your message is consistent and they develop loyalty to your brand, even if the cost may be higher than a comparable brand. It all comes back to the plan.
Don't leave the success of your business to chance, plan for it!
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