24seven Hotels
Naming (Lite), Tagline, Positioning Statement, Brand Personality, Brand Story, Web Copy
Agency Partner
This was a fun one. I worked with this music-obsessed hotel management company on a robust brand strategy, plus web copy. One of the first orders of business: nailing down their name. It showed up in various places as Twenty Four Seven, 24/7, 24-7, and in other formats. Since the first rule of branding is consistency, we needed to figure out one naming convention to rule them all. My suggestion? 24seven. From there, I developed a new tagline (see below), plus brand positioning and a brand personality and tone of voice that brings their big idea to life. I couldn’t be prouder of how this one turned out—and they love it too. Music it to my ears…
What’s the big idea?
The most compelling brands have a big idea at their core. In the case of 24seven Hotels, the big idea pre-dated my involvement: the company was obsessed with music, and they believed music was a fitting metaphor for the intricate performance of hospitality done well. The problem? While it had heaps of potential, 24seven’s music concept wasn’t well explained or evenly executed. In some places, it was too subtle to be noticed. In others, it hit you over the head, but without explanation of what it meant for 24seven Hotels.
That was my job—to make the music metaphor sing, so to speak. To weave it into their brand story and throughout their website.
Music, then, became a big source of inspiration for their tagline options, most of which were either song lyrics, song names, or related to music. The one they settled on, hospitality, finely tuned, was the latter, but we used song titles as headlines throughout their new website, including their hero headline: Takin’ care of business. Every day. Get it? Every day = 24/7? Pretty proud of that one.
Brand Story
We’re 24seven Hotels, a lifestyle-focused hotel management company with a collection of inspired hotels throughout the western United States. We’re proud of our portfolio of properties—but at the end of the day, we believe the hospitality business isn’t really about places. It’s about people, and how you make them feel. Because when members of our team are equipped and empowered to do their jobs well, exceptional experiences follow. And exceptional experiences mean happy guests and successful hotels. The end result? Investors are satisfied—or, even better, delighted.
Because we aim to delight in everything we do—to exceed our investors’ expectations, financial and otherwise; to create little moments of magic for our guests; to be an inspired and inspiring workplace for every member of the band. Yes, we said band.
As a company, we love music, so it’s deeply embedded in our culture, from the language we use to how we relate to each other as humans. We believe music is a fitting metaphor for the finely-tuned, carefully-orchestrated production that is hospitality done well. Like the most passionate musicians, we never stop striving to improve our performance in ways big and small—fostering a culture of excellence, but also a culture of creativity and fun. We’re an enjoyable place to work, but also an excellent place to learn and grow. Which is important to us, because we invest a lot in our people, and we want them to stick around.
We value one-on-one relationships above all else, so while we continue to grow across the western states, we have no aspirations to be a stadium show. 24seven Hotels is a company that feels personal, and we have every intention of staying that way. We like to think that we operate in a sweet spot—large enough to be well-resourced and effective; small and specialized enough to offer accessibility and expertise. Whether you’re an associate, a partner or an investor/owner, we’re here for you—day in and day out.
