‘Brand’ also has an emotional and physical impact on the guest experience. As people, we interact, react, and interpret shape and form, colour and texture, in many different ways, giving us each a unique experience. Playing on people’s senses is a vital part of the brand and can be delivered in many ways, one being taste. Taste can re-connect you with a brand and remind you of a certain place or time onboard a vessel.
The interaction between crew and passenger also contributes to the brands tone of voice, for example in the way crew are dressed and how they connect with their passengers. Some cruise ships offer a service which is informal and relaxed while others may opt for a more high-end level of service. A great example of this can be seen onboard Cunard’s flagship vessel, the Queen Mary 2.
‘Brand’ will always be at the heart of a company and will always be challenged in an everchanging industry. With so much competition in the market it is more important than ever to be forward-thinking and distinctive while staying true to the brand to create guest experiences like no other.