Expand Your Brand Beyond the Logo

Written by Aprill on October 24, 2010

Dev Logic had a break recently when we took the kids on a family vacation to Club Med, Bintan Island, and Singapore. I thought I'd do a little brand analysis on Club Med in the wake of our trip. It was something I was quite aware of and it's something Club Med does very well—maintaining a strong brand.

Clear Positioning

As a consumer, Club Med is already attractive in the tourism space. They offer pre-paid, all-inclusive resort and chalet holidays in more than 40 countries. All food, drinks, poolside cocktails and 4 years+ kids clubs are included in the price you pay when you book. When we checked out of the resort the only thing left to pay for were the t-shirts our kids painted. There are no surprises and no bean counting while you're supposed to be relaxing. We like that. That's called positioning.

For families, there is nowhere else quite like it. At Club Med Bintan, there are steps up to the bar for kids to request their own drinks or mocktails; every night the kids are involved in stage performances; and Club Med Baby Welcome ensures facilities are available and dietary needs of the littlest ones are met. They work to make it fun and welcoming for the kids so the parents can go and take part in any of the activities on offer or head to the day spa, at extra cost.

Logo and Identity

Most people consider branding as a company logo and identity. Club Med have that covered, too. The symbol of Poseidon's trident is well known. For Club Med, it represents the domination of the seas, and all their forms of identity dominate the senses. From the non-stop elaborate buffets; to the multi-language announcements; to the guy who's paid to maintain the white sandy beaches with his dustpan, brush and wheelbarrow; and even to the logo stamped in the ashtray sand. The clean, white beaches are part of their identity, just like the logo is. They want you to remember where you are, even as you stub out your cigarette.

Branding is a Two-Way Street

But branding is more than logo and offering. Branding is about the marketing and positioning but it's also about the interaction with the consumer. It's the relationship. Club Med Gracious Organisers (G.O.s) are instantly recognisable. They wear the same bright coloured t-shirt and each day is a different colour. They all speak several languages and happily share parts of their own native culture and the culture of the location of the village. If you've been to a Club Med before, no matter where in the world you might go to next, that Club Med will have the same vibe. Just like when you walk into a McDonald's in a foreign city with weird food choices, the surroundings will feel familiar and you'll feel more confident.

A holistic approach to branding builds trust and loyalty—the building blocks of repeat business. Club Med has that going on, in spades.

How can you expand your brand beyond the logo?