Brand stewardship

What we do with digital communications is so much more than experimental marketing. It’s really all about brand stewardship.

Stewardship may be defined as “The careful and responsible management of something entrusted to one’s care.”

And this is the position we usually find ourselves in as we manage marketing for a hotel, resort – or anything else. We are stewards of that brand, tasked with upholding and communicating the values it stands for. What does that include?

Attention

Attention to what the brand stands for. Attention to to what your guests expect of you. Attention to how those two things can come together practically.

Supervision

Supervision of your reputation. Listening to what people say – online and off. Safeguarding it from threats.

Maintenance

Taking action based on what you find. Refusing to ignore problems just because that’s easier in the short term.

Management

Providing strategic direction on how to move forward while staying true to your identity. Making sure everyone on your team understands why you do what you do: your core values.

Upkeep

Doing what is needed to maintain world-class standards. Introducing innovation to stay ahead of the game.

Are each of these roles included in your to-do list for this week?