Branding Lessons from Cabana Bay Resort

You don’t have to be a big business to have a solid brand, you just have to be consistent. Choose a couple of fonts, not twenty. Pair down your color palette. Get your logo to a place that you’re proud of it and excited to share it with others because it matches YOU. Think through the words or feelings of your brand, in addition to the look. Are you going for professional or casual? Serious or fun? Classic or trendy? Do you want it to feel happy or calming? Then match that theme across all platforms online and off.

I love a good theme and the Cabana Bay Resort at Universal Studios Florida is a great example of attention to detail… It’s one of the resort’s “budget properties”. (They wouldn’t call it that, but they do call some of their hotels “premium”, and Cabana Bay isn’t on that list.) I appreciate that even though it was a budget-friendly choice, they still cared about the elements that make their brand and they were consistent. I loved the furnishings matching the theme in every space. From the lobby to the hotel room and every nook in between, including the cafeteria! I think my favorite detail was the retro toiletries - VO5 Shampoo and Zest bar soap. (The shampoo was “off brand” and current, but I won’t include it in the pictures so we don’t distract - I’ll blame supply chain issues).

If you’re a business owner, marketer or brand manager, ask yourself: on a scale from 1-10, how solid is my/our brand? Whatever the number, identify one or two areas that could make it a step or two better. Cabana Bay wasn’t built in a day, and while you’re brand should be as dialed in as possible, don’t get overwhelmed with a task list. Choose one or two things to do this week or even this month and then choose a few more.

And remember, people can “look past the shampoo” if other aspects are on point. Every investment you make in your brand is worth it.