Exploring the Intersection of Marketing, Branding, and Strategic Hosting

Step-by-step beginner's guide to creating a brand for an Airbnb listing:

Step 1: Define Your Unique Selling Proposition (USP)

- Understand what makes your Airbnb unique. Is it the stunning view, the cozy atmosphere, or the convenient location? Identify the most compelling aspects that make your property stand out. When we were initially looking at the features of Uncle Matthews, I realised that because the house doesn’t have a typical beach shack style, that I would have to brand it differently. At that time there were already many other homes in the area being marketed in a beachy or boho vibe, there were Hamptons and vintage styles too. In order to stand out and stay in line with my own stylistic values, I decided to create a mix of my love of mid-century modern and art. This formed the basis of the entire Uncle Matthews brand.

Step 2: Identify Your Target Audience

- Determine the type of guests you want to attract. Are you targeting families, solo travellers, or business professionals? Understanding your audience will help shape your brand messaging and property offerings. Uncle Matthews (*henceforth referred to as UM) is a large home with four bedrooms and a spacious deck area, which lends itself to family vacations, so I knew my main marketing strategy would be highlighting the value of the property for family getaways. This would be followed closely by (for want of a better word) ‘Girl Gang’ getaways, followed closely by staff retreats and lastly couples.

You’ll see on the Uncle Matthews Instagram that our main content focus is images of family holidays. Kids running along beaches, lots of colour and movement, funny quotes and an emphasis on fun. I’m also constantly pointing out the safety aspects of the home for people travelling with young children (because this is a pain point). In contrast to a couple focussed offering like ‘The Salty Dog’ for example, their socials are peaceful, calming, include soft tones, relaxing quotes etc…

Step 3: Craft Your Brand Identity

- Choose a name for your property that reflects its personality and resonates with your target audience. Select a colour palette, design elements, and a logo that visually represent your property's identity. In naming Uncle Matthews I thought about what would suit the branding. I used the history of the home to help me. With ‘UM’ it was built by Matt, who at the time used to host holidays for his brother’s family and young nieces. So, I assumed they would say “we’re going to Uncle Matthews.” I loved the idea of guests being able to say, “we’re going to …...” and the name just stuck.

If you’re stuck on a name idea here are some ways you could come up with the perfect choice!

1. Location Inspiration:

Use the name of the neighbourhood, city, or a landmark where your property is situated. For example, "Sunnyvale Retreat" or "Hillside Haven".

2. Vibrant Adjectives:

Incorporate descriptive adjectives that capture the essence of your property. Examples include "Tranquil Oasis" or "Charming Hideaway".

3. Guest Experience:

Think about the experience you want to offer guests. Names like "Seaside Serenity" or "Mountain View Haven" can evoke the experiences guests can expect.

4. Local Flair:

Consider incorporating local culture or features into the name. For instance, "Cypress Cottage" or "Seaglass Getaway".

5. Personal Touch:

Infuse your personal or family name into the property name for a warm and inviting touch. For example, "Smith Family Hideout" or "Lucy's Lakeside Retreat".

6. Thematic Elements:

Name your property based on a thematic element it embodies. Names like "Sunflower Cottage" or "Ocean Breeze Villa" convey specific themes.

7. Unique Features:

Highlight unique features of your property. For instance, "Tranquil Terrace" or "Rustic Charm Cabin" can emphasize distinctive attributes.

8. Historical Context:

Consider incorporating historical or cultural references related to the property's surroundings. Examples include "Hacienda Heritage" or "Harborview Manor".

9. Wordplay and Alliteration:

Play with words or use alliteration to create a catchy and memorable name. Examples include "Aurora's Abode" or "Serenity Suites".

10. Guest-Focused Name:

Consider a name that directly speaks to the guest's desires, such as "Joyful Rest" or "Peaceful Haven".

These approaches can help you brainstorm and develop a name that reflects the unique character and appeal of your Airbnb property. I also advocate for the use of artificial intelligence to help you initially brainstorm the concept.

HOT TIP *******

It is extremely important for you to check the availability of your name on both Instagram and domain.

I use godaddy.com to buy all of my business domain names, but make sure you check availability on social media before you buy the domain. Don’t worry if you aren’t insta savvy, follow the steps below to check…

To check the availability of a name on Instagram, follow these steps:

1: Open the Instagram App

Open the Instagram app on your mobile device. If you don't have the app, you can download it from the App Store (for iOS) or the Google Play Store (for Android).

2: Tap on "Search"

Tap on the search icon, which is usually represented by a magnifying glass icon at the bottom of the screen.

3: Type in the Desired Username

In the search bar at the top, type in the username you want to check for availability and tap "Search". If the username is available, it will appear in the search results. If it's not available, you'll see "No users found" or similar message.

4: Check the Results

Review the search results to see if any accounts are currently using the username, you're interested in. If you find an account using the username, it means it's already taken. If no accounts are found, the username may be available.

5: Consider Variations

If the exact username you want isn't available, you can consider variations by adding numbers, symbols, or slight alterations to the username. For example, if "example" isn't available, you can try "example123" or "the.real.example". In order for your domain to match though, I would suggest picking a name that doesn’t need any extensions in the instagram username so that they match. For ‘UM’ the Instagram is uncle.matthews and the domain is unclematthews.com.au.

By following these steps, you can quickly check the availability of a username on Instagram and determine whether it's currently in use. Keep in mind that securing a unique and memorable username is key to creating a distinct presence on the platform.

Step 4: Develop a Compelling Story

Tell the story of your Airbnb. Highlight its history, unique features, and the experience guests can expect. Engage potential guests by evoking emotions and creating a connection through storytelling. Guests will be more likely to hit that booking button if they are emotionally invested in the backstory of your home. You can see on Uncle Matthews website, one of the first stories is the history of the home.

Step 5: Create a Brand Book

Compile all your brand elements and guidelines into a branding identity. This should include your property's mission, vision, values, as well as guidelines for branding identity, for example logo usage, colour schemes, and brand tone. This is a handy thing to have just in case you sell the property in the future or bring on a co-host. You can access an example of our brand template below and download our pdf to use.

Here is an example of my first brand concept for Hostenomics. It’s normal for brand ideas to evolve from initial concept to launch.

As you can see above, the final design retains the initial font I chose. I’ll touch on fonts later more thoroughly, but Sans serif fonts are incredibly useful in branding and logo design because of their clean, approachable, and modern feel. Their simplicity and lack of decorative elements make them easy to read and suitable for various uses, especially in digital formats. Their contemporary and straightforward aesthetic brings a sense of warmth and openness to a brand, making it feel more approachable and relatable. Additionally, their versatility means they can adapt to different brand styles and expressions, making them an excellent choice for creating a welcoming and accessible visual identity that resonates with a broad audience.

A branding identity usually encompasses the visual elements that represent the brand, including the logo, colour palette, typography, and any graphical elements that give the brand its unique look and feel. As you can see, by the time the website was incorporated into the branding, it evolved to a more colourful look. I’ve kept the general vibe, the orange/rust colour, the retro chairs and chess game concept for the course.

As you can see, by the time I’d finished building the website, the branding took on a life of its own. It’s brighter, and a little more of the mid-century style, which resonates with me!

Step 6: Implement Brand Elements

Incorporate your brand identity throughout your property and online presence. This includes using your logo on guest amenities, maintaining consistent interior design, and integrating your brand messaging into your Airbnb listing.

Key Ideas for Branding Placement (and links where possible):

• Branded shower soaps (using stickers)

• Personalised door mat

• House Sign

• Personalised Christmas decorations (we use Arlo and Co)

• Bespoke Fragrance and Room Spray (this is on my to do list, Rewild Co)

• Branded jigsaw puzzles (My Picture)

Homework Assignment - Lesson One:

Task 1: Brand Analysis

Conduct a brand analysis on your own Airbnb property. Evaluate your current visual identity, including your listing photos, any existing logo or use of typography, and the overall aesthetic presented to potential guests. Examine your current messaging and determine whether it effectively communicates the unique features, experience, and value of your property as part of your brand.

Task 2: Target Audience Definition

Define the target audience for your Airbnb property. Develop a comprehensive profile that includes demographic information, psychographics, and behaviours. Analyse what appeals to this audience and consider how your property's visual identity and messaging can be aligned to resonate with them more effectively.

Task 3: Brand Personality Exercise

Choose three adjectives that you believe best describe the personality of your Airbnb property. Provide a narrative explaining how these traits are evident in your property's visual identity and messaging. Explore how you can further embody these traits in your branding to create a more cohesive and compelling experience for potential guests.

Task 4: Brand Story Creation

Craft a compelling brand story specific to your Airbnb property. Develop a narrative that communicates your property's history, unique features, and the experience you aim to provide for your guests. Ensure that the story reflects both the personality of your property and resonates with the aspirations and needs of your target audience.

These tasks are tailored to help you apply the branding concepts directly to your Airbnb property, allowing you to develop a deeper understanding of visual identity, audience definition, brand personality, and storytelling within the context of your specific hosting venture.

Throughout our exploration of "Marketing, Branding, and Strategic Hosting," we delved into the intricate interplay of these pivotal elements. This comprehensive study revealed the profound impact of marketing and branding on the strategic hosting landscape, highlighting the essential connection between strategic decision-making and the establishment of a compelling brand presence. Our journey aimed to provide hosts with a deep understanding of brand expression and strategic marketing, equipping them with the insights necessary to engage customers effectively and establish a distinct and impactful presence in a competitive marketplace.

*On to the next lesson (click the button below!)