When you think of La Quinta, what comes to mind? What about Waldorf-Astoria? Two very different images, I suspect.

The La Quinta hotel chain has made its mark as a moderately-priced, low to mid range hotel concept. By contrast, Waldorf-Astoria is one of the most glamorous names in hospitality. Most people would never associate the two brands, other than as members of a very broadly defined hotel industry.

That’s why it was an odd experience for me as I arrived at the PRSA Counselors Academy conference several days ago. When I first learned the conference was going to be held at a place called La Quinta, my mind naturally flashed on the imagery established by the La Quinta hotel chain, even though I suspected that the resort wasn’t officially related. And when I saw the sign at the entrance proudly stating that the resort was part of the Waldorf-Astoria collection, I had an entirely different set of expectations.

The resort was lovely and my stay was enjoyable, but that’s not really the point. I found it fascinating how both the La Quinta and Waldorf-Astoria brand identities framed my initial expectations of what I was going to experience. Over the years, both companies have developed specific brand footprints in my mind that were very different–and that caused a period of cognitive dissonance as I attempted to categorize where, exactly, I would be laying my head.

The next time somebody dismisses branding as a luxury, reflect on my experience (or similar ones you may have had). Branding is all about creating meaningful expectations in the minds of customers and prospects, and waiting to do so until the point of purchase may be too late.

One way or another, your brand will be categorized in the mind of your prospects. The more intentional you can be with your identity, the better.