# Brand Differentiation and Storytelling for Independent Hotels With Brent Shiratori

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Text version: https://stenobird.com/podcast/the-lights-on-podcast-7759126/brand-differentiation-and-storytelling-for-independent-hotels-with-brent-shiratori.md
Podcast: [The Lights On Podcast](https://stenobird.com/podcast/the-lights-on-podcast-7759126)
Published: 2026-04-23T06:00:00+00:00
Episode link: https://ea25c55f-2258-48f1-bd3b-7f245055ea08.libsyn.com/brand-differentiation-and-storytelling-for-independent-hotels-with-brent-shiratori
Audio file: https://traffic.libsyn.com/secure/ea25c55f-2258-48f1-bd3b-7f245055ea08/Lights_On_-_Brent_Shiratori.mp3?dest-id=5310465
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JSON: https://stenobird.com/v1/public/podcasts/the-lights-on-podcast-7759126/episodes/brand-differentiation-and-storytelling-for-independent-hotels-with-brent-shiratori
Duration seconds: 3266

## Resource

Brent Shiratori is the Founder and CEO of Aidia Marketing, a branding and strategic marketing firm that helps organizations build brands that drive growth. With more than 25 years of experience, he has led brand and marketing initiatives across multiple industries, including hospitality, tourism, and technology. Brent previously served as Vice President of Global Brand at Outrigger Resorts & Hotels, where he oversaw brand strategy and marketing for a global portfolio of properties. A triple major in marketing, accounting, and management information systems, he holds a bachelor's degree from the University of Hawaii at Manoa and has received multiple industry awards. In this episode… In the competitive world of hospitality, finding a unique voice can be a game-changer. With so many options available, why do some hotels effortlessly capture attention while others blend in? Is it simply the quality of the amenities, or is there something deeper that draws guests in and makes them loyal fans? For Brent Shiratori, a seasoned expert in marketing and branding, the answer lies in storytelling. He believes that every hotel has a unique narrative, and it's this story that sets them apart in a crowded market. This story can be as simple as showcasing a special feature of the hotel or a unique historical element tied to the property's location. By embracing their own distinct story, independent hotels can transform themselves from just another place to stay into a destination guests won't forget. In this episode of The Lights On Podcast , Kin Sio is joined by Brent Shiratori, Founder and CEO of Aidia Marketing, to discuss brand differentiation and storytelling for independent hotels. Brent explains how uncovering a property's unique narrative can strengthen its brand and help smal…

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## Transcript

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