At the core of the branding process is the art of listening. That goes double for Kimpton, whose brand revolves around personal experience, and depends upon consistent communication from a spectrum of staff and hotel locations nationwide. For Kimpton, it was always a matter of capturing and simplifying the best of what was already there. So this input drove a re-engineering and redesign of the brand platform, and even a universal "battle cry" for all staff to rally behind.
For Kimpton - with its far flung staff and dedication to doing things different, better, and personal - no ordinary spiral-bound brand book would do. Instead, a digital destination called the "Brand Concierge" houses key brand characteristics, and visual and voice elements for easy reference by corporate management, hotel staff, or vendors charged with expressing the vaunted Kimpton spirit in ways both big and small.