Diamond Resorts Redefines Brand Approach

LAS VEGAS—Diamond Resorts has embarked on a rebranding effort. Formerly Diamond Resorts International, the company recently introduced its shortened name, a brand promise to “make a habit of breaking from the routine,” as well as a refreshed commitment to helping members take time to connect with the things that matter most in life.

The refresh includes a new name, logo and website that embodies a more familiar and modern aesthetic, complete with a clear and conversational tone, according to the company. The approach also communicates a straightforward focus on member benefits.

“Vacations are meant to be fun and exciting, and it was time we updated our look and communications to better reflect that mentality,” said Michael Flaskey, CEO of Diamond Resorts. “Relationship building is at the heart of our business, and we wanted to create an image that was warm, inviting and innovative for our members and their families. With this refresh, our goal is to not only get to know our members better, but open ourselves up as well, so they feel like a part of the Diamond family.”

To build a unified brand experience, the company used qualitative research compiled through interviews with members, prospective guests and team members. During the process, it was determined that the Diamond Resorts name is inherently associated with a strong global company, which resulted in the dropping of “International” from the official name.

The brand refresh emphasizes the company’s four core pillars: to deliver a consistent experience across every property and event; provide an immersive escape from the everyday; make all facets of the membership process easy; and establish a personal connection with members through tailored communications and interactions that address needs and expectations.

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