Seda Brand Standards Manual

Brand DNA

Verbal Identity

Brand Signatures

Visual Elements

Explore

Brand DNA

Why do we exist? (Core Purpose)

To share Filipino hospitality with the world.

Seda exists to share the distinct warmth of Filipino Hospitality with travelers from all around the world, thereby celebrating and spreading our unique culture and heritage.

What future do we envision? (Vision)

We envision ourselves as the best-in-class business and city tourism hotel in Philippines, showcasing and celebrating the best of Filipino hospitality

What do we commit to doing? (Mission)

We commit to a hotel experience that champions the core values of Filipino hospitality, allowing us to create spaces where the world feels at home in the Philippines.

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Brand Values

The following are the values for the brand identity of Seda that can translate to the service operations or other customer facing touchpoints.

Malasakit

Emphatic and Inclusive Care, Proactive service that shows authentic care and genuine concern, acting on the needs of others

Maparaan

Creative Problem-solving and Adaptability, Creating a sense of ease within guests and assuring them of a seamless service

Magiliw

A Culture of Friendliness and Warmth, Rooted in our desire to welcome and connect with anyone from anywhere in the world.

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Unique Selling Proposition

What will make people believe in us and our brand?

Authority:

Our Central Location, Full-range of Amenities, Wide Local Network and Presence; Our status as the Pioneer Filipino Business Hotel Chain

Empathy:

Our culture of service and values rooted in Filipino culture and psychology, the friendliness and warmth of our staff, our integration of the locale in every branch

Where do we position ourselves within the industry and against our competition?

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Seda functions both as a business hotel and a city tourism hotel, allowing travelers from all over the Philippines and around the world to work comfortably in and experience the best our cities have to offer.

Persona Journey

Who do we serve - What do they aspire for - What problem do they face - What solution do we provide

PERSONA

Travel Maximizers

Business and leisure travelers with packed agendas - whether that be back to back meetings or scheduled sightseeing tours. Travelers who are active and on-the-go - moving from one place to the next.

Appreciators of local culture and community. Explorers who appreciate ease, guidance, and practicality, looking for ways to maximize the most of their time on every trip.

ASPIRATION

Aspires to feel accomplished and fulfilled with their itinerary - having balanced both work and leisure. “Sinulit ko yung time ko dito.”

PROBLEM

“I want my trip to go smoothly but being away from home and not knowing anyone creates so many unknown factors that build anxiety.”

Brand Solution Statement

A statement the encapsulate the benefit Seda provides its community

Seda provides a hotel experience that welcomes you to a Filipino home

Traveling to a new city for business is overwhelming and filled with unknowns, that’s why Seda provides a hotel experience that welcomes you to a Filipino home - a place of authentic connections and personal care, so travelers can feel at ease and empowered to get the best out of every city they’re in.

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Brand Philosophy

The brand's philosophy is the concept that anchors the entire brand: from visual to verbal applications

Gaan ng Loob: The Ease of Everyday Living

“Dito sa Seda, magaan lagi ang loob mo.”

Seda’s service combines a sense of ease with a sense of connection. It is a uniquely Filipino atmosphere, where you feel at ease not just with the space but with the people themselves.

At Seda, we welcome travelers to the comfort - and lightness - of an everyday Filipino home. Here you can experience gaan ng loob through the comfort of home, a sense of neighborliness, and a space that has everything you need. Seda provides a sense of reassuring, authentic care and connection that brings warmth and joy to every visitor.

Why do we exist? (Core Purpose)

What future do we envision? (Vision)

What do we commit to doing? (Mission)

Unique Selling Proposition

Persona Journey

Brand Solution Statement

Seda provides a hotel experience that welcomes you to a Filipino home

Brand Philosophy

Gaan ng Loob: The Ease of Everyday Living

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