project: BOOK IT INN Logo, color samples
Being a consultant I get the opportunity to learn about different types of businesses. During this present recession, one business in particular that peaked my interest is real estate.
As in any recession, businesses have to come up with creative ways to survive a slow economy. Fractional Ownership – a percentage share of an expensive asset (like real estate) – benefit entrepreneurs during times like these. (By the way, Fractional Ownerships are not timeshares…)
My new client project, Book It Inn, is a start-up, where my clients have been independent real estate consultants for 30 plus years. Their business has two parts: To transform properties into Fractional Ownership Real Estate, and to manage and promote these properties for short-term vacation and private events.
This startup project includes: coming up with a name for the new company, brand and marketing images and strategy, website, blog, book and (later) a mobile app.
Phase One: Brand Development
For the first phase of this project I was asked to create a name brand and image. The first two general considerations in naming and designing the brand: demographics and trends.
Being that this business will be targeted to less conservative real estate investors, and to renters that are hip to alternative choices (like Bed and Breakfast Inns), the name and brand had to speak to both perspectives. Also, as the trend now is to book your vacation details online, a snappy and easily understood message should be the name of the company.
Combining the idea of B&Bs, the trend of online booking and the terminology for “book it,” meaning to do it fast, the name Book It Inn was born.
The tagline: “The world is a book, book a piece of freedom,” was inspired by a famous travel quote by Saint Augustine — “The World is a book, and those who do not travel read only a page.”
The double meaning of the wings representing travel for the vacationer, and freedom for the real estate investor that may feel captive by this economy (or simply wants to spread their wings with alternative business strategies), works well in this brand. Additionally, the business message is to relay a more personalized service that reflects an old-time feeling of reliability and comfort.
Stay tuned for the next phase, the website and book.
