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Who are we Loft Hostel

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M
Mitchell Evans

This document provides guidance on establishing a consistent brand identity and tone of voice for a hostel's social media accounts. It discusses defining the hostel's vision, big idea, values, and personality. The hostel's vision is to promote education and cultural appreciation through affordable accommodation. Its big idea is to provoke collaborative sustainable tourism to positively impact individuals and society. Core values are sustainability, inclusivity, and learning. The hostel's personality is described as fresh, friendly, honest, and confident. Detailed explanations are given for how to communicate each aspect of the identity and ensure consistency across all hostel communications.

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WHO ARE WE?
WHO ARE WE? #Lofthostel #sustainablity #loftfeelings #everydaymoments #lifeatloft Posts: Ideally 1 everyday, minimum 1 per week. Time of posts: The best time is 13:00, however use personal judgement Avoid: Politics, steriotyping, advertsing (think is this interesting to yourself and would you want to read this)? Remember: Who we are, our personality (Fresh, Friendly, Confident and Honest), does this add value to our followers?, #´s. Posts: Ideally every 2nd or 3rd day, minimum 1 every 2 weeks. Time of posts: The best time is 15:00, however use personal judgement. Avoid: Too many posts of the balcony, Ensure the picture are clear and not offensive. Ask yourself, would you want to see this on your own instagram account. Remeber: #´s, to post these pictures on our Facebook as well. The 6 Social Media Questions 1. Is this news worthy? 2. Can I apply a picture / video to this post? 3. Is this better suited for my own Facebook / Instagram? 4. Does this add value to our followers? 5. Is this our Tone of Voice, (is this Lofts´personalit? Fresh, Friendly, Confident & Honest)? 6. Is this news worthy?
WHO ARE WE? Like any commercial organisation, we are competing. We’re competing to be the best hostels, have the best staff and atmosphere. So, we need to be clear about what makes us different from other hostels and accommodation types, importantly, we need to be able to communicate this. So... We communicate in three ways; the way we look, the way we sound and the way we behave. As well as our visual identity, which includes our logo, colours and typography, our verbal identity is a crucial part of who we are and how we connect with people, be it guests, groups, outside tourists, Icelanders, suppliers or business partners. It comprises our tone of voice, our stories and our names. We’ll take a look at each of these over the following pages. Consistency is everything The more consistent we are, the more likely it is that people will understand what makes us special. The way we express ourselves has to be joined up and consistent so that people admire, respect and, crucially, trust us. It’s no good saying we’re friendly if our language and actions are anything but. So we need a strong verbal identity that we all understand and know how to use.
OUR TONE OF VOICE Our tone of voice is the way in which we write and speak, what we say and how we say it. Like a person, what we say is dictated by our principles, experiences and aspirations, how we say it is informed by our personality. There has been a rigorous process to define our unique qualities. We’ve distilled these into a vision, big idea, values and personality for the different hostels and HI Iceland.
OUR VISION What’s a vision? A vison captures your overall direction in life, where you’re heading, where you want to be in the future. It’s your big, stretch goal. TO PROVIDE HOSTELS OR OTHER ACCOMMODATION, WHICH PROMOTES THE EDUCATION OF ALL YOUNG PEOPLE BY ENCOURAGING IN THEM A GREATER KNOWLEDGE, LOVE AND CARE OF THE COUNTRYSIDE AND AN APPRECIATION OF THE CULTURAL VALUES OF TOWNS AND CITIES IN ALL PARTS OF THE WORLD, WHILE NOT DISCRIMINATING RACE OR FINANCIAL MEANS. Our vision...
OUR BIG IDEA What’s a big idea? A big idea is your reason for being. It’s why you’re on the planet. It’s what’s different about you, distilled down into one short sentence that’s easy to understand and remember. It’s your one-line sales pitch. WE PROVOKE A COLLABORATIVE APPROACH TO SUSTAINABLE TOURISM TO MAKE A POSITIVE IMPACT ON INDIVIDUALS AND ON SOCIETY. How does our big idea sound? If we break our big idea down into separate elements and explain what we mean by each of these, it’s much easier to see how to bring it to life in the way we write and speak. Think of scenarios where this happens and bring them into life where it’s relevant and useful. We - we work together as a team, in the same direction towards the same goals. There’s a supportive culture here, which gets the best out of everyone. provoke - we actively provoke new and different ways of thinking and doing things. We stimulate thought and challenge and push to make it happen. a collaborative approach - we collaborate with each other, cooperating between hostels and departments as well as external organisations and people to create exciting ventures and to break new ground. to sustainable tourism – We operate in a sustainable manner ensuring all our activities and policies focus on the three pillars of sustainability, social, environmental and economic. We further pass this knowledge onto our guests and wider community. to make a positive impact - we believe passionately that our role is to bring about significant change for good. It is part of our ethos and we achieve this through our policies and mutually beneficial activities. on individuals – Our hostels are designed and run to bring forth an exciting environment that explores creativity, to enable knowledge and freedom to come seamlessly. and society – Our efforts towards sustainability has a direct and positive impact on the society and the world at large. Our not-for-profit business model, allows us to give back to the community and stay focused towards our vision.
OUR VALUES What are values? These are beliefs that you hold dear and would stick to no matter what, even if it cost you money. Just like a person. Our values SUSTAINABILITY INCLUSIVITY LEARNING & UNDERSTANDING INCLUSIVITY Our commitment to facilitate and promote travel through the provisions of a quality accomodation network. What we mean That our accomodation is available to all, it is safe an affordable and that it respects differences and diversity of others. SUSTAINABILITY The commitmentment to act in a socially, environmentally and economically ressponsible manner. What we mean It is our effort to reduce the carbon footprint of the HI network, to become finiancially sustainable hostels with the assured quality and standards that we wish to uphold with the HI name. Developing and participate in social and cultural programs that strengthen social sustainability. LEARNING & UNDERSTANDING Our commitment to facilitate and support learning and understanding. What we mean That we can give guests an experience of diverse cultures, people and places in their travels. That there is a promotion and push towards responsible travelling and that we support education outside the classroom. Operating as part of rather than apart from the community.
OUR PERSONALITY What’s a personality? Your personality traits inform how you express yourself, how you do things. FRESH FRIENDLY HONEST CONFIDENT We are... Fresh What we mean Clean, creative, cheerful, bright, new, openminded What we don‘t mean Dull, unimaginative, stale, How does `fresh´ sound we talk in a manner that is inviting and new, we try and give a new perspective on things. It is about making the new things familiar and familiar things new (Samuel Johnson). We avoid saying or doing things in a certain manner just because that is how they have always been done. We xplore the creativity. We are... Friendly What we mean Inclusive, welcoming, responsive, supportive, warm, down-to-earth, flexable, helpful, personable What we don‘t mean Rude, Impatient, cold, distant, no focus, snobbish. How does `friendly´ sound We talk in a down-to-earth tone and avoid using over formal language or ambiguity. We’re direct and honest. We connect with people in a human way and are inclusive and warm. People often talk about the welcome and support they get at Loft Hostel. We’re quick to respond and help to make things happen (big and small). We’re in touch and relevant.
OUR PERSONALITY We are... Confident What we mean Accomplished, self aware , we celebrate success, we take pride in what we do What we don‘t mean Arrogant, over-promising, self-important. How does `confident´ sound We’d all like to be a little more confident. So let us recognise our achievements and individuality as a Hostel. This isn’t about being arogant but doing justice to the people and work here. We need to take pride, acknowledge our hard work, whether this be in our endless effort to recycle or our amazing housekeeping and service etc. If we ourselves are proud and confident in what we do, others will be as well. We are... Honest What we mean truthful, authentic, trustworthy What we don‘t mean Hipocritical, inaccurate, misleading, untrustworthy, excuses, dogmatism, lieing How does `honest´ sound Being honest and coming accross as honest is key to our brand and sustainability of the hostel. A good way to remember to come across as honest is by the following accronym HAIL. H- honesty, be clear and straight A – authentisity, be yourself I – integrity, be your word L – love, wish them well Being honest is not about truthfully telling everything you see and think. Some things are best left inside your head. Rather being honest is about expressing the good but being truthful to that.
Who are we Loft Hostel
Who are we Loft Hostel

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Who are we Loft Hostel

  • 2. WHO ARE WE? #Lofthostel #sustainablity #loftfeelings #everydaymoments #lifeatloft Posts: Ideally 1 everyday, minimum 1 per week. Time of posts: The best time is 13:00, however use personal judgement Avoid: Politics, steriotyping, advertsing (think is this interesting to yourself and would you want to read this)? Remember: Who we are, our personality (Fresh, Friendly, Confident and Honest), does this add value to our followers?, #´s. Posts: Ideally every 2nd or 3rd day, minimum 1 every 2 weeks. Time of posts: The best time is 15:00, however use personal judgement. Avoid: Too many posts of the balcony, Ensure the picture are clear and not offensive. Ask yourself, would you want to see this on your own instagram account. Remeber: #´s, to post these pictures on our Facebook as well. The 6 Social Media Questions 1. Is this news worthy? 2. Can I apply a picture / video to this post? 3. Is this better suited for my own Facebook / Instagram? 4. Does this add value to our followers? 5. Is this our Tone of Voice, (is this Lofts´personalit? Fresh, Friendly, Confident & Honest)? 6. Is this news worthy?
  • 3. WHO ARE WE? Like any commercial organisation, we are competing. We’re competing to be the best hostels, have the best staff and atmosphere. So, we need to be clear about what makes us different from other hostels and accommodation types, importantly, we need to be able to communicate this. So... We communicate in three ways; the way we look, the way we sound and the way we behave. As well as our visual identity, which includes our logo, colours and typography, our verbal identity is a crucial part of who we are and how we connect with people, be it guests, groups, outside tourists, Icelanders, suppliers or business partners. It comprises our tone of voice, our stories and our names. We’ll take a look at each of these over the following pages. Consistency is everything The more consistent we are, the more likely it is that people will understand what makes us special. The way we express ourselves has to be joined up and consistent so that people admire, respect and, crucially, trust us. It’s no good saying we’re friendly if our language and actions are anything but. So we need a strong verbal identity that we all understand and know how to use.
  • 4. OUR TONE OF VOICE Our tone of voice is the way in which we write and speak, what we say and how we say it. Like a person, what we say is dictated by our principles, experiences and aspirations, how we say it is informed by our personality. There has been a rigorous process to define our unique qualities. We’ve distilled these into a vision, big idea, values and personality for the different hostels and HI Iceland.
  • 5. OUR VISION What’s a vision? A vison captures your overall direction in life, where you’re heading, where you want to be in the future. It’s your big, stretch goal. TO PROVIDE HOSTELS OR OTHER ACCOMMODATION, WHICH PROMOTES THE EDUCATION OF ALL YOUNG PEOPLE BY ENCOURAGING IN THEM A GREATER KNOWLEDGE, LOVE AND CARE OF THE COUNTRYSIDE AND AN APPRECIATION OF THE CULTURAL VALUES OF TOWNS AND CITIES IN ALL PARTS OF THE WORLD, WHILE NOT DISCRIMINATING RACE OR FINANCIAL MEANS. Our vision...
  • 6. OUR BIG IDEA What’s a big idea? A big idea is your reason for being. It’s why you’re on the planet. It’s what’s different about you, distilled down into one short sentence that’s easy to understand and remember. It’s your one-line sales pitch. WE PROVOKE A COLLABORATIVE APPROACH TO SUSTAINABLE TOURISM TO MAKE A POSITIVE IMPACT ON INDIVIDUALS AND ON SOCIETY. How does our big idea sound? If we break our big idea down into separate elements and explain what we mean by each of these, it’s much easier to see how to bring it to life in the way we write and speak. Think of scenarios where this happens and bring them into life where it’s relevant and useful. We - we work together as a team, in the same direction towards the same goals. There’s a supportive culture here, which gets the best out of everyone. provoke - we actively provoke new and different ways of thinking and doing things. We stimulate thought and challenge and push to make it happen. a collaborative approach - we collaborate with each other, cooperating between hostels and departments as well as external organisations and people to create exciting ventures and to break new ground. to sustainable tourism – We operate in a sustainable manner ensuring all our activities and policies focus on the three pillars of sustainability, social, environmental and economic. We further pass this knowledge onto our guests and wider community. to make a positive impact - we believe passionately that our role is to bring about significant change for good. It is part of our ethos and we achieve this through our policies and mutually beneficial activities. on individuals – Our hostels are designed and run to bring forth an exciting environment that explores creativity, to enable knowledge and freedom to come seamlessly. and society – Our efforts towards sustainability has a direct and positive impact on the society and the world at large. Our not-for-profit business model, allows us to give back to the community and stay focused towards our vision.
  • 7. OUR VALUES What are values? These are beliefs that you hold dear and would stick to no matter what, even if it cost you money. Just like a person. Our values SUSTAINABILITY INCLUSIVITY LEARNING & UNDERSTANDING INCLUSIVITY Our commitment to facilitate and promote travel through the provisions of a quality accomodation network. What we mean That our accomodation is available to all, it is safe an affordable and that it respects differences and diversity of others. SUSTAINABILITY The commitmentment to act in a socially, environmentally and economically ressponsible manner. What we mean It is our effort to reduce the carbon footprint of the HI network, to become finiancially sustainable hostels with the assured quality and standards that we wish to uphold with the HI name. Developing and participate in social and cultural programs that strengthen social sustainability. LEARNING & UNDERSTANDING Our commitment to facilitate and support learning and understanding. What we mean That we can give guests an experience of diverse cultures, people and places in their travels. That there is a promotion and push towards responsible travelling and that we support education outside the classroom. Operating as part of rather than apart from the community.
  • 8. OUR PERSONALITY What’s a personality? Your personality traits inform how you express yourself, how you do things. FRESH FRIENDLY HONEST CONFIDENT We are... Fresh What we mean Clean, creative, cheerful, bright, new, openminded What we don‘t mean Dull, unimaginative, stale, How does `fresh´ sound we talk in a manner that is inviting and new, we try and give a new perspective on things. It is about making the new things familiar and familiar things new (Samuel Johnson). We avoid saying or doing things in a certain manner just because that is how they have always been done. We xplore the creativity. We are... Friendly What we mean Inclusive, welcoming, responsive, supportive, warm, down-to-earth, flexable, helpful, personable What we don‘t mean Rude, Impatient, cold, distant, no focus, snobbish. How does `friendly´ sound We talk in a down-to-earth tone and avoid using over formal language or ambiguity. We’re direct and honest. We connect with people in a human way and are inclusive and warm. People often talk about the welcome and support they get at Loft Hostel. We’re quick to respond and help to make things happen (big and small). We’re in touch and relevant.
  • 9. OUR PERSONALITY We are... Confident What we mean Accomplished, self aware , we celebrate success, we take pride in what we do What we don‘t mean Arrogant, over-promising, self-important. How does `confident´ sound We’d all like to be a little more confident. So let us recognise our achievements and individuality as a Hostel. This isn’t about being arogant but doing justice to the people and work here. We need to take pride, acknowledge our hard work, whether this be in our endless effort to recycle or our amazing housekeeping and service etc. If we ourselves are proud and confident in what we do, others will be as well. We are... Honest What we mean truthful, authentic, trustworthy What we don‘t mean Hipocritical, inaccurate, misleading, untrustworthy, excuses, dogmatism, lieing How does `honest´ sound Being honest and coming accross as honest is key to our brand and sustainability of the hostel. A good way to remember to come across as honest is by the following accronym HAIL. H- honesty, be clear and straight A – authentisity, be yourself I – integrity, be your word L – love, wish them well Being honest is not about truthfully telling everything you see and think. Some things are best left inside your head. Rather being honest is about expressing the good but being truthful to that.