Brands have personality and so Vacation Rentals. Many marketers, consultants, and academics have written about the subject. One of the first is Jennifer L. Aaker, a behavioral psychologist from Stanford University. Aaker provides a personality trait framework showing 5 personality types. Before making any investment on communication, defining the vacation rental brand personality is a necessary and important thing to do.
Vacation rental owners and professionals can easily use Aaker’s framework as a tool to help define the personality of their brand. Once these personality traits are chosen they will define the character, the attitudes and, most importantly, the language that should be spoken with the prospect clients and how we should interact with them. It is a basic and fundamental exercise that will help gaining consistency in any further brand development work: from business name definition, logo design, copy write, decor, photo style, video production etc.
To actually work on the brand personality definition, a practical exercise for vacation rental owners is to start listing, for example, what their home is and what it is not. The personality framework provides a list of adjectives related to each personality trait and one can use that list to get inspired from. Once the exercise is completed we can easily relate our list of adjective to a given personality profile. Next, if the property is already in the market, we should measure how our guests perceive the personality. We can interview these guests or send them a questionnaire. We can also analyse the reviews received and underline the most relevant comments and recurring adjectives describing the property and the experience the guests have made. If there is any gap between the personality perception and the way the personality we would like our guests to perceive, we need to fill the gap.
If the property is not in the market yet, we can invite friends to spend time in the VR and interview them after their stay to assess how they would describe their vacation experience. If you are launching the property into the market, the brand personality definition is an exercise that should be done before investing into any communication effort. The copywrite, the styling and any images can be more appropriately created with a brand personality clearly defined.
To give an example… the personality traits of Corte Pantesca, a beautiful vacation rental in Pantelleria island, are consistent to those of Villa Italy. Villa Italy is a collection of private villas Corte Pantesca belongs to. The decor style of this particular VR is spartan chic fitting the spirit of the island. Some of these VR personality traits are: Exquisite, Exclusive, Elegant. Villa Italy has a sophisticated personality.
This photo is the best translation of this personality into an image. The definition of the personality traits before doing the photo shooting surely helped. A clear vision, a well defined brand, a good brief to your working partners are the foundation to consistently translate a brand personality into consistent communication outcomes. Photo Iuri Niccolai, Styling Silvia Garancini teammates on this project by FullyBookedHome. And this is the website of Corte Pantesca. https://villaitaly.it/corte-pantesca-pantelleria/ I hope you will enjoy the images and all the branding work that goes with it