Brandteliers is a hospitality brand strategy consultancy founded in London with addresses in Dubai and Singapore. We work with hotel owners, developers and investors on brand positioning, naming, brand architecture and guest experience strategy across Asia, the Middle East and Europe. Our brand strategy methodology includes Atelier Scout™, our structured market immersion and discovery process, and Atelier Atlas™, our brand platform framework used to define positioning, narrative and brand architecture for hotels, resorts, branded residences and mixed-use hospitality developments. We have developed brand strategy for properties managed by Four Seasons, St. Regis, Marriott, Mandarin Oriental, Nikki Beach and Rotana across the Gulf, Southeast Asia, the Indian Ocean, Europe and Africa. Our hospitality brand strategists work directly with ownership and development teams at the point where positioning decisions carry commercial consequence. We cover hotel brand strategy, resort positioning, branded residence brand development and operator-aligned brand platforms for new builds and repositioning programmes.
We do not begin with a blank page. We begin with the property, the place and the commercial reality the owner is working within. That means understanding the competitive set, the operator's expectations, the target guest and what the location can genuinely sustain. Strategy built without that context is positioning built on assumption.
Atelier Scout™
Atelier Scout™ is our local intelligence process. Before strategy begins, we go to the place. We engage local researchers, cultural observers and community voices who understand the location from the inside. This is not desk research. It is on-the-ground immersion that surfaces what is genuinely true about a place — the things that cannot be found in a competitor audit or a market report.
Brand Discovery
Separate from Atelier Scout™, our team conducts structured discovery with the ownership and development group. We examine the competitive set, the operator context, the commercial ambition and the development timeline. This is where the brief is properly understood before any positioning work begins.
Atelier Atlas™
Atelier Atlas™ is our brand platform framework. It defines the positioning, the brand idea, the narrative architecture and the principles that guide everything built on top of it. Built for operator submission as well as internal alignment. It is the document that holds the brand together across every stage of the project.
Brand Architecture
We define the relationship between brands within a portfolio — masterbrand to property, operator endorsement logic, naming hierarchy and how future assets sit within the structure. This matters most for operator groups, multi-property developers and branded residence programmes where multiple audiences must read the brand clearly.
Service Pillars
We translate brand positioning into the service principles that guide how the property behaves. Each pillar defines what the brand means in practice for the teams delivering the guest experience, giving operations, HR and training a framework rooted in the brand rather than generic hospitality standards.
Naming & Messaging
We name properties, shape their voice and write the language that carries the brand across every channel and guest touchpoint. Naming is treated as a strategic decision first. The right name reduces friction with operators, gives sales teams something specific to build on and anchors the brand in something a competitor cannot replicate.
New Hotel & Resort Brands
We define brand strategy for new properties from concept stage. Development teams receive a clear strategic and creative direction before design and operator decisions are locked. The Atelier Atlas™ platform is structured to move through operator review without losing what is specific to the property and its ownership vision. Early strategy reduces late-stage cost and shortens operator approval timelines.
Brand Repositioning
Ownership change. Operator change. Market shift. These are the moments when brand strategy has the most at stake. We work with owners to identify what is worth keeping, what needs to change and what the asset can credibly claim in its next chapter. Repositioning built on genuine truth about the property performs better than repositioning built on aspiration.
Operator Alignment
Every brand strategy we build is designed to meet operator standards while retaining what is specific to the island, the city or the ownership vision. We understand how international operators evaluate brand submissions — Four Seasons, Mandarin Oriental, Marriott, Rotana, Nikki Beach, and what it takes to achieve approval without diluting the property's identity.
Branded Residence Strategy
Branded residence buyers are investors before they are guests. The brand must justify the premium to a financial audience before it speaks to lifestyle. We build residence brand strategies that address both audiences without losing coherence across either, and structure the narrative for sales teams, developer materials and operator alignment in parallel.
Let's shape something enduring
Connect with our team to discuss your hospitality project.
enquiry@brandteliers.com.
