Universal Orlando Resort™ is known around the globe as an epic, world-class vacation destination. But that didn’t happen overnight. Growing our brand meant creating experiences that allow our guests to let loose, connect with friends and family and immerse themselves in some of the most beloved stories of our time. It took frequent visits from loyal fans to experience our state-of the-art attractions, Universal Orlando™ hotels, unique dining locations, and awesome entertainment offerings. And, over time, our brand was established.
A brand is a perception or emotion an individual holds about their experience related to an organization or consuming its products or services. So, it’s our job to make sure we understand our guests and deliver experiences that foster brand loyalty and love.
Although building a brand takes time, it’s an essential foundation for creating successful marketing strategies. Marketers have a formula for building a brand – you have to understand your audience. You need to understand what motivates them, and you need to create positioning that appeals to that motivation – in a differentiated way from your competitors. And, when all is said and done, you need to be consistent and true to that positioning. Each marketing tactic should always take into account the brand essence of a company, keeping it the heart of the piece to maintain consistent messaging and add value to products and services. Therefore, whether it’s creating collateral, copy, videos, or social media posts, everything should always be rooted in the same voice.
That’s just a sneak peek of some of the content we cover in our newest education program, Marketing is Universal: Keeping the Guest at Heart – created in partnership with DECA. This program dives into the marketing strategies we use at Universal Orlando™. From understanding the role of research and data, to discussing the importance of guest engagement, students are exposed to the process with real-world examples of our marketing campaigns.
Not only is consumer branding important to the longevity and success of a company, but your own personal brand has the power to differentiate you from your peers, and can impact your success. Whether you realize it or not, everyone has their own personal brand rooted in the way they carry themselves, communicate with others, and through the relationships they’ve built (or destroyed) – your brand is what others say about you when you’re not in the room. Your personal brand can influence the likelihood of getting elected as the next class president or landing an interview for your dream career. It’s important to establish your own personal brand and allow it to evolve over time – whether it’s through your social media platforms or resume, always make sure you’re being honest and authentic.
At Universal Orlando™ we’ve developed programs that target areas to help you grow your personal brand. Our Business Learning Series education programs, inspired by Marcus Lemonis from CNBC’s The Profit, have modules that focus on Career Exploration & Preparation and Leadership Skills & Personal Development where we delve deeper into the important traits and behaviors individuals should possess to prepare for a successful future. Whether we’re looking at the importance of your volunteer work or the impact your social media has on your life, our Business Learning Series can provide practical tools you can use to positively influence your school or work environment, and ultimately impact your personal brand.
We’re always learning more and more about our guests, but we want to share learning opportunities with our guests, too! With a theme park at our fingertips, it’s vital that we use our immersive learning environment as a resource to share this wealth of knowledge with classrooms across the nation through our Universal Orlando™ Youth Programs.
