Autograph Collection Launches The Mark of Craft as 2018 Brand Standard
Autograph Collection is pleased to officially introduce the Mark of Craft across its 130+ global properties. Initially presented in 2016, properties have been diligently working to create their unique Mark of Craft this year, ahead of the January 2018 introduction as a global brand standard.
The Mark of Craft is a way for each hotel to communicate its individuality in a tangible, experiential or conceptual way. It brings the individual brand positioning and story of each hotel to life hotel through an experiential touchpoint that is reflective of their craft and experience.
Each hotel’s Mark of Craft will be unique and determined by the individual story and character of the hotel, formed through a combination of the hotel’s vision, history, architecture, purpose, design, assets, artifacts, people or skills. While each Mark of Craft will be an embodiment of each property’s character, four key principles have been established that all Mark of Craft’s must adhere to:
- Visible and unique sign that represents the main idea behind the property – it is inspired by and authentic to the hotel
- Distinguished from the standard features and experiences found at traditional chain brands and other boutique properties
- Showcases the hotel’s passion and dedication to hospitality excellence
- Celebrates the skill and craftsmanship found at each hotel
Properties who have not yet completed their Mark of Craft submission, or for those opening in 2018 and beyond, are asked to review a comprehensive toolkit that is housed on MGS. Contained within the toolkit is a recommended four-step process to complete the required submission – detailing thoughts on brainstorming, narrowing focus and ultimately crafting the final execution. Three examples are also detailed, each representing a very different and indigenous idea.
Beginning in January 2018, the Mark of Craft will be introduced as part of the global Brand Standards Audit (BSA). This is a new addition for 2018, and properties will be audited on their Mark of Craft during their regularly scheduled BSA. In order to best prepare for the Mark of Craft’s inclusion on the BSA, properties should:
- Identify an on-property champion – responsible for new associate training, employee engagement, and to serve as a point person for any brand communication
- For new properties, the Mark of Craft must be submitted within 30 days of opening and activated against within 60 days of opening
- Adhere to the aforementioned four Mark of Craft principles
- All guest-facing associates must be able to clearly articulate their property’s Mark of Craft and express how it ties in to the hotel’s positioning and story
- Be visually aware, the Mark of Craft shouldn’t be hidden
Visit MGS for additional information on The Mark of Craft, and the required elements to complete your submission.
