Marketing

Our brand feels inconsistent across channels

The website says “retreat”, Instagram shows party photos, the booking platform a stock image of breakfast. Three hotels, one name.

Typical for: family-run houses where each channel is looked after by a different person · properties after an agency change · businesses with a new positioning that hasn’t reached every channel yet

Documented by Hospis

Updated: 9 September 2026

How you recognize it

Placed side by side, website, Instagram profile and OTA listing could be three different hotels
There is no document capturing tone of voice, image style and core messages
Several people manage channels without coordinating
Newsletters, review replies and offer emails sound like they come from different senders
Photos come from different years, shoots and phones and are used mixed
Guests describe the house in reviews differently from how the house describes itself

Matching Hospis

Sophia Marie Fehr

Concept · Brand core & positioning

Works with Adobe Creative Cloud · Mews

Advise

Clarifies the brand core with leadership and translates it into a guide that front desk, family and agency actually use.

Mapped to root cause

The core isn’t clarifiedNo style guide anyone uses

View profilePersonally vetted · independent match

Olivia Torrente-Dorninger

Sales · Revenue · Marketing — Palma de Mallorca

Works with protel · Mews · Mews POS · Smart Host

AdviseImplement

Brings website, social media, platforms and newsletter into one operation — with ownership, rhythm and image rules.

Mapped to root cause

Many hands, no coordinationThe imagery doesn’t fit together

View profilePersonally vetted · independent match

Sophia Marie Fehr

Concept · Brand core & positioning

Works with Adobe Creative Cloud · Mews

Advise

Clarifies the brand core with leadership and translates it into a guide that front desk, family and agency actually use.

Mapped to root cause

The core isn’t clarifiedNo style guide anyone uses

View profilePersonally vetted · independent match

Olivia Torrente-Dorninger

Sales · Revenue · Marketing — Palma de Mallorca

Works with protel · Mews · Mews POS · Smart Host

AdviseImplement

Brings website, social media, platforms and newsletter into one operation — with ownership, rhythm and image rules.

Mapped to root cause

Many hands, no coordinationThe imagery doesn’t fit together

View profilePersonally vetted · independent match

Which path fits your situation?

Diagnosis

390 € fixed price

A vetted Hospi analyses your situation in a structured way — in conversation and with a written result. Every statement clearly labelled: FACT, BENCHMARK, HYPOTHESIS or CONCLUSION. You get a concrete path, not a sales meeting.

A legitimate outcome is also: no engagement needed.
If an engagement follows, the diagnosis fee is fully credited.

Urgent support

Acute situation? Your case is reviewed with priority — response within 48 hours.

Cause fields — how to tell them apart

Inconsistency is rarely a design problem. It arises when the core isn’t clarified, nobody has translated it, and several hands work without shared rules.

These fields are complete, and many properties get there on their own — that is what this page is for. The cost simply does not appear on an invoice: internal hours, a few attempts, and a season that keeps running in the meantime.

The core isn’t clarified

How you spot it

Ask owner, front desk and agency what the house stands for and you get three answers. Each channel implements its version — all with good intent, none aligned.

The way out

Set the core in a few sentences: for whom, for what, how not. That isn’t agency work but a leadership decision — and the basis for every channel.

No style guide anyone uses

How you spot it

Maybe there is a logo manual from back then. How the house writes, which images it shows, which words it avoids — none of that is written down. Every new person starts from zero.

The way out

A short, practical guide: tone in three examples, image rules in five points, core messages, taboo words. Two pages that actually get read, instead of forty nobody opens.

Many hands, no coordination

How you spot it

The daughter does Instagram, the agency the website, front desk the review replies, the owner the newsletter. Nobody sees what the others do. The guest sees everything.

The way out

One person owns the presence — not as a full-time job but as final authority. A short monthly look across all channels is enough to spot deviations before they become habit.

The imagery doesn’t fit together

How you spot it

The shoot from eight years ago, phone photos from last winter, a few stock images from the platform. Each picture fine on its own, together without a signature.

The way out

A curated image set that matches the core, and clear rules for what may be added. Better thirty images that belong together than three hundred that don’t.

The core isn’t clarified

How you spot it

Ask owner, front desk and agency what the house stands for and you get three answers. Each channel implements its version — all with good intent, none aligned.

The way out

Set the core in a few sentences: for whom, for what, how not. That isn’t agency work but a leadership decision — and the basis for every channel.

No style guide anyone uses

How you spot it

Maybe there is a logo manual from back then. How the house writes, which images it shows, which words it avoids — none of that is written down. Every new person starts from zero.

The way out

A short, practical guide: tone in three examples, image rules in five points, core messages, taboo words. Two pages that actually get read, instead of forty nobody opens.

Many hands, no coordination

How you spot it

The daughter does Instagram, the agency the website, front desk the review replies, the owner the newsletter. Nobody sees what the others do. The guest sees everything.

The way out

One person owns the presence — not as a full-time job but as final authority. A short monthly look across all channels is enough to spot deviations before they become habit.

The imagery doesn’t fit together

How you spot it

The shoot from eight years ago, phone photos from last winter, a few stock images from the platform. Each picture fine on its own, together without a signature.

The way out

A curated image set that matches the core, and clear rules for what may be added. Better thirty images that belong together than three hundred that don’t.

Frequently asked

Do we need a full rebrand for this?: Usually not. Logo and name are rarely the problem. It is about core, tone and rules — that is clarification work, not a design project.
Should we hand all channels to one agency?: That solves coordination, but not the core. Without a clarified core, even an agency only delivers a polished version of arbitrariness.
How fast will guests notice a difference?: Images and tone can be aligned within weeks. Recognition takes months — it comes from repetition, not from a relaunch.

Describe your situation

The problem context is automatically included — you do not need to repeat anything.

Problem

Our brand feels inconsistent across channels

See all problems

Our brand feels inconsistent across channels

How you recognize it

Matching Hospis

Sophia Marie Fehr

Olivia Torrente-Dorninger

Sophia Marie Fehr

Olivia Torrente-Dorninger

Which path fits your situation?

Diagnosis

Urgent support

Cause fields — how to tell them apart

The core isn’t clarified

No style guide anyone uses

Many hands, no coordination

The imagery doesn’t fit together

The core isn’t clarified

No style guide anyone uses

Many hands, no coordination

The imagery doesn’t fit together

Frequently asked

Describe your situation

Related situations

We lack a brand that truly carries

Website looks dated next to the actual hotel

Our brand isn't felt in the space