Guests Judge Your Brand Before They Ever Step Inside

Call Disney’s reservation line and you’re likely to hear the phrase, “Have a magical day.” Hold music doesn’t drone on – it delights, playing soundtracks from the park’s nighttime spectaculars. Even during a wait, the brand is present, intentional, and unmistakably Disney.

Guitar Center takes a different approach, but the impact is the same. Instead of a generic greeting, team members pick up the phone with: “What sound are you looking for today?” It’s a subtle but powerful reminder that this isn’t just a music store — it’s a place for artists, creatives, and sonic explorers.

Too often, independent hotels and restaurants forget that branding isn’t just logos, menus, or decor – it’s every single interaction. The first phone call a guest makes to book a room or ask about dinner reservations is a moment of truth. It can either reinforce your brand identity or dilute it entirely.

National chains have mastered the art of on-brand communication across every touch point. But that doesn’t mean local operators can’t do the same.

In fact, for independent hospitality businesses, incorporating brand language and tone into everyday interactions, such as answering the phone, may be one of the easiest and most cost-effective ways to make a lasting impression.

The voice on the other end matters more than you think

When guests call your hotel or restaurant, they’re not just gathering information — they’re forming impressions. Are your employees answering with warmth and clarity, or are they rushed and transactional? Do they sound like ambassadors of your brand, or like they’re just trying to get through the shift?

Consider the kind of experience you provide once a guest is seated or checked in. Is it calm and relaxing? Energetic and upbeat? Family-friendly and fun? That same mood should begin before they ever walk in the door. A hotel that sells itself as a peaceful coastal retreat shouldn’t greet callers with clipped tones and sterile scripting. A funky, family-run diner shouldn’t sound like a call center.

The tone of a phone call – including the phrasing, music, and even the hold experience – can either affirm what your website and reviews promised or undermine it entirely.

Consistency creates confidence

What sets brands like Disney and Guitar Center apart isn’t just polish – it’s consistency. Every employee, from customer service to custodial staff, knows what the brand stands for and how to articulate it in their own words. That kind of unified messaging doesn’t happen by accident. It’s trained, practiced, and reinforced every day.

For independent operators, the goal isn’t to script your team like robots. It’s to help them internalize what makes your business special and find ways to communicate that in authentic, repeatable ways. That could mean answering the phone with a signature phrase, referencing a local tradition, or using language that reflects your values.

If you’re a farm-to-table restaurant, maybe the host mentions what’s fresh from the market that day.

If your hotel is known for old-world charm, the phone greeting should echo that sense of timeless hospitality. It starts with training, but it only works if leadership models it as well.

Your brand is only as strong as your smallest interactions

You’ve already invested in branding. You’ve picked the paint colors, crafted the menu, and designed a beautiful logo. But none of that matters if the first real human interaction a guest has with your business is disjointed, off-tone, or indifferent. Great brands don’t leave any guest touchpoint to chance – and that includes the ones no one sees.