15 Days of Secrets Signs & Symbols of Success. 11 Archetype IIII: Hotel, The ‘CHOICE’ Brand

Picture a grand hotel! Inside its elaborate and gilded sliding doors is a large and welcoming lobby. Plushly carpeted and serviced with numerous uniformed attendants. On one side is a long check-in desk. On another is a Concierge desk, staffed by a very knowledgeable person willing to help you with almost anything. Further on, there are boutiques, including a sweet shop, coffee shop, gift store and shoe shine. Up the stairs is a fine dining room, while tucked away to one side is a bar. Which way to go?

Hotel Brand At-A-Glance Notes
Theme song: Uptown Funk, Mark Ronson

  • Primary analysis: The Hotel Brand trades on a promise of choice and chance. Ultimately those loyal to Hotel Brands are purchasing an experience of transformation.
  • The Hotel Brand is a masculine archetype with a feminine frame.
  • Color palettes: Red, White and Blue.
  • Color analysis: The Red refers to the feminine type while the Blue refers to the masculine. The White refers to the gap between them and also the bridge of transformation.
  • Fundamental dweller within the archetype: Youngest son (the flame)
  • Popular Global examples: Pepsi and Danone.

Here is a boutique brand. As the fourth archetype, the boutique concept connects at one extreme as the destination for the adventurous character of a Bridge, while on another level they connect with the security of a Castle.

What does this mean as far as focus and drive? Hotels profit through focus and concentration on a core customer. Paradoxically, since the Hotel Brand delivers on a promise of transformation, the successful Hotel is all about consistency. This makes sense when you realize the ideal background for change (growth) is consistency. Hotels are all about choice, discovery and change! The ideal hotel experience leaves you refreshed, invigorated and ready to take on the world.

The hotel brand is a distinct and revolutionary brand type that delivers transformation, through consistency of experience. Hotel brands are particularly popular in America, where both Pepsi and Tommy Hilfiger hail from. Both of these popular brands compete head to head with other popular brands of differing types. Pepsi with Coke; Tommy with Ralph. Yet, due to their distinct promise and unique flavor they are able to compete and hold their own even with much older, well-established competition. Pepsi, unlike Coke, is the “choice of a New Generation”. This allows it to compete head to head with a virtually identical product, in almost identical packaging at an identical price point (and side by side on the same grocery store shelf).

The Hotel Brand is a unique blend of energies offering a distinct promise of transformation that can exist at many price and service levels. The promise of the outcome is equal to the experience itself for the Hotel Brand.

Hotel Brands have a service quality that tends to provide a wide band of market service. The challenge for all brands is staying focused on core customers. For Hotel Brands, which aim to please through an experience that transforms, this can be an extra challenge. With such a wide promise, Hotel brands must deliver qualitative convenience, and typically do so with either a wide variety of choices, many locations, or both.

The successful Hotel Brand excels at both innovation and widespread service delivery. In doing so, it may compete profitably against more narrowly focused brands indefinitely, in market segments that afford sufficient on-going advertising to promote their message of change. Hotel Brands must plan strategically for the fact that while the brand is ultimately providing change, change of loyalty is anathema to brands and branding. Therefore, there is a fine line to be held. One thing going for Hotel Brands is that America, Australia, Britain and France all conform to the Hotel Brand as national archetypes, therefore the fundamental message and color scheme of the Hotel Brand naturally resonates in these communities.

Hotel Brand Strategy relies on the formula:


All Hotel Brands thrive by providing a choice of options through which an experience of chance is provided that creates a change of state. The change provides for the opportunity to product transformation: one of the greatest brand rewards. Although we do not necessarily subscribe to Maslow’s hierarchy directly in terms of the Matriarchy of Brands, you can see below that the Hotel Brand promise is on the higher levels of life’s needs.

Hotel Brands naturally aspire to deliver some of the higher levels, indicated by Maslow’s hierarchy of needs, represented as a pyramid, above. Pepsi’s frequently evolving logo-type is typical of Hotel Branding, as expressed in design.

Four Fundamental Ways of Relating

Four fundamental human perspectives have been identified. All brand types must form their own strategy: Each type may be predicted to relate with the ‘Concierge’ characteristics of the Hotel Brand in a specific way.

Perspective To The World Method of Relating Unspoken Inquiry to Hotel Brand
Architect Powerful Planning from Past Time Experience Which Way… should I connect my strategy with yours?
Engineer Empathic Experience All Time Moment Relationships Who can I connect with here?
Designer Active Present Time Actions Which way do I care to play / what are my choices?
Builder Key Future Time Results What can I do next?

You will have a strategy in place to deal with each of the four perspectives because 80–90% of people can be identified with one of these perspectives almost immediately. Knowing what you will say to them when you meet them is merely good planning! Remember that your brand will meet people in all kinds of ways, include:

  • In-person, through physical presence.
  • In-person, through somebody you know.
  • Over the Internet through your home page.
  • Over the Internet through another page / landing page.
  • Over the Internet through Social Media, i.e. YouTube or Facebook.
  • Through your book or other printed story medium.
  • At an  event.
  • What else?


The dynamic architecture that is architectonics first helped detect all seven of the fundamental brand types, described in The Matriarchy of Brands.

The Matriarchy of Brands

Here, in a natural order for learning, are the seven members of the Matriarchy of Brands with their primary descriptive elements.

  1. The Reliable House Brand
  2. The Popular Tower Brand
  3. The Connection Bridge Brand
  4. The Choice Hotel Brand
  5. The Safe Castle Brand
  6. The Forever Palace Brand
  7. The Together Theater Brand

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