This week, yet another mega-hotel opens in Las Vegas; The Cosmopolitan. It will likely be the last big hotel opening for quite a while, due to the glut of hotel room  inventory.

The Cosmopolitan has a struggle on its hands because it has no brand legacy and no customer base. It did work out a deal with Marriott to become part of their reservation system, and that should help. However, their brand image must begin from the ground up.

The Sunday papers were full of grand opening news. The article in the Las Vegas Sun is worth a read, particularly as it relates to brand image.

Most people reading this post already have an existing business (lucky you!). I would challenge you to do a little research to determine how your company is identified by your peers, as they are the likeliest source of sizzling qualified leads.

Start with an open ended question: When you think of ‘My Business,’ what comes to mind?

The responses will come in all shapes and sizes. Some will please you. Others may surprise you. Yet others may concern you.

• Do they clearly understand what you do?
• Do they envision you for certain bookings, but not others? Is this a correct perception or a misperception?
• Are you seen as expensive or exclusive, and is that correct?
• Does your business have an image or is it your personal image? Is that a problem?

Building a business identity from the ground up is a tough task, but at least one begins with a clean slate. Modifying an existing image that is ingrained in the mind of customers/peers is far tougher.

The place to start is understanding where you are in the minds of others.

It’s a good time of year to spend some time asking the questions. Don’t  you agree?

Andy Ebon
The Wedding Marketing Authority