t LIVING THE BRAND EXPERIENCE
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Objectives
• •
To define what is a brand.
To identify the elements that makes our Shangri-La and Jen Brand.
• To recognize the effects of brands in people. • To learn what is the knowledge and skills required to demonstrate the Shangri-La and Jen brand. • To identify the behaviours to live the brand becoming brand builders.
Structure
3. Living the Brand Experience
2. What makes our Hotel Jen brand?
1. What is a brand?
3
WHAT IS A BRAND?
A BRAND IS…
• • • • • •
An identity
A name
A symbol
A standard of quality A sentiment or feeling
An expression
In SUMMARY…
a BRAND, is a
PROMISE
WHAT MAKES US, US?
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I’m a lover of life, travel and discovery. I have a collection of hotels in the best locations across Asia Pacific – where a world of adventure awaits. All of my hotels are built on the values I personally hold dear: ‘Simple Pleasures’, ‘Easy Efficiency’, ‘A Sense of Adventure’, ‘InJenious Ideas’ and ‘ Urban Energy ’. So, whether you’re staying for fun or for work, for a night or a week, going solo or in a group – I’m here to help you get the most out of your stay.
— Jen
Jen’s Dream to start with anticipation and end on a high
2 March 2016
A conversation about VALUES!
Jen’s Values
Urban Energy
Simple Pleasures
In Jen ious Ideas
Easy Efficiency
Sense of Adventure
2 March 2016
Simple Pleasures The joy of simplicity by design and of important things being done well i.e. comfort character, quality & value
2 March 2016
Easy Efficiency Smooth and hassle free, emphasis on multi-functionality and 24/7 availability to make life easier, a place you walk away from feeling good about how much you’ve managed to achieve during your stay
2 March 2016
In Jen ious Ideas Clever, creative and fun, in jen ious ideas are specific experiences that spark discussion, make people smile and inspire them to share/spread the word
2 March 2016
Sense of Adventure The support and encouragement to explore new experiences, new sensations, new ways of self-expression
2 March 2016
Jen’s Values
Urban Energy
Simple Pleasures
In Jen ious Ideas
Easy Efficiency
Sense of Adventure
2 March 2016
JEN AND SHANGRI-LA
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What do you think about being associated to Shangri-La?
2 March 2016
WHAT MAKES SHANGRI-LA?
OUR VISION
OUR MISSION
OUR UNIVERSAL CORE PRACTICES
OUR PHILOSOPHY
OUR VALUES
OUR MANIFESTO
OUR GUIDING PRINCIPLES
OUR SHANGRI-LA PHILOSOPHY
“Shangri-La Hospitality from a caring family”.
OUR SHANGRI-LA VISION
“To be the first choice for guests, colleagues, shareholders and business partners”.
OUR SHANGRI-LA MISSION
“To delight our guests every time by creating engaging experiences straight from our hearts”.
OUR MANIFESTO
A heart-warming family
We are a family. We share something powerful – our genuine care and
respect for others. This belief shapes us. It shapes the way we treat all people
with selfless sincerity and thoughtful courtesy, understanding needs and
sharing feelings. It shapes the way we transform our
gracious and enchanting Asian manner to authentic experiences straight
from the heart. Our strength lies beyond our harmonious surroundings and
hideaway locations. It lies in our core values that guide us to treat each
and everyone with honour, as kin, as family.
In our family you will find tranquility, sincerity and something a great deal
rarer – our special kind of hospitality, hospitality from the heart.
Shangri-La Bangkok
WHAT HAPPENS WHEN ALL THE SHANGRI-LA ELEMENTS ARE IN PLACE?
OUR VISION
OUR MISSION
OUR UNIVERSAL CORE PRACTICES
OUR PHILOSOPHY
OUR VALUES
OUR MANIFESTO
OUR GUIDING PRINCIPLES
OUR SHANGRI-LA BRAND
Shangri-La Brand Immersionfor Leaders
Living the JEN EXPERIENCE
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8 Brand Promises
Enthusiasm & Energy
Can Do
We’ll do our best to make your day happier with our enthusiasm and energy
We’ll get it done with urgency and flexibility - “No” doesn’t work
Appreciation
Collaborative
We will show real appreciation for you being here
Our place will be shipshape to help you work, relax and be comfortably
Proactiveness
Practical
You can rely on our spontaneous knowledge and helpfulness; if we don’t know we will find out
Our food and drink will be fresh, authentic, cleverly presented and always delicious
Respect
Fuss-Free and Honest
We will respect your personal space and privacy
If we make a mistake, we will fix it with an honest apology and no fuss
2 March 2016
We’ll do our best to make your day happier with our enthusiasm and energy Enthusiasm & Energy
2 March 2016
Appreciation
We’ll show real appreciation for you being here
2 March 2016
You can rely on our spontaneous knowledge and helpfulness ; if we don’t know, we’ll find out Proactiveness
2 March 2016
Respect
We will respect your personal space and privacy
2 March 2016
We’ll “get it done” with urgency and flexibility – ‘no’ doesn’t work Can Do
2 March 2016
Our place will be shipshape to help you work, relax and be comfortable Collaborative
2 March 2016
Our food and drink will be fresh, authentic , cleverly presented and always delicious Practical
2 March 2016
If we make a mistake, we’ll fix it with an honest apology and no fuss Fuss-Free and Honest
2 March 2016
Final thought:
IDENTIFY ONE INDIVIDUAL THING THAT YOU WILL DO TO APPLY THE LEARNING AND DEMONSTRATE MORE THE
JEN BRAND…
Objectives
• •
To define what is a brand.
To identify the elements that makes our Shangri-La and Jen Brand.
• To recognize the effects of brands in people. • To learn what is the knowledge and skills required to demonstrate the Shangri-La and Jen brand. • To identify the behaviours to live the brand becoming brand builders.
Thanks!
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