Communicating Your Brand Message
A brand is a short cut – when your brand is strong, clients and potential clients that have been exposed to your brand will think of you when they think of travel. Your brand will carry your company’s message and, as a result, your company will have a distinct market advantage. But these good results can only happen if you are communicating your brand to the market clearly and in a consistent manner. Further, your brand must appear with sufficient frequency to gain consumer mindshare. A quick examination of each of these elements can help you to better understand the importance of communicating your brand.
A company’s logo is one of the most prominent communication tools most travel companies have. Many brands look to first and foremost create a visual system for their brand that is instantly recognizable to the public. Most often, the visual system consists of the company name, a logo, a font, a color palette and other visual cues that create a visual impression of the brand. If you look at the logo of a car company, for example:
A company’s logo is one of the most prominent communication tools most travel companies have. Many brands look to first and foremost create a visual system for their brand that is instantly recognizable to the public. Most often, the visual system consists of the company name, a logo, a font, a color palette and other visual cues that create a visual impression of the brand. If you look at the logo of a car company, for example:
What does the logo “say” to you. The brand is not the logo, but the logo communicates the brand. When you see the logo for Volvo, you think about reliability, safety and value. Those are the very expectations Volvo wants to produce in our minds. Utilizing consistency and frequency, Volvo has re-enforced its brand message in its advertising, dealerships, word of mouth and marketing collateral - campaign marketing.
What branding message do you want to develop for your company? Your task is to crystallize that message in every point of contact you have with the public. Every communications tool you have has to clearly communicate your brand. Your logo, emails, advertising, brochures and other sales collateral have to consistently evoke your brand. Additionally, your customer relationships have to re-enforce the message you intend.
Your goal is to work through your marketing plan. Ensure that it continually puts your brand in front of the public through all marketing and advertising channels at your disposal. Choose a few solid distribution channels and craft specific marketing tactics for that audience. If you are successful in communicating your brand, you will establish a set of expectations and a promise of a unique value in your clients’ minds.
What do you call yourself?
What branding message do you want to develop for your company? Your task is to crystallize that message in every point of contact you have with the public. Every communications tool you have has to clearly communicate your brand. Your logo, emails, advertising, brochures and other sales collateral have to consistently evoke your brand. Additionally, your customer relationships have to re-enforce the message you intend.
Your goal is to work through your marketing plan. Ensure that it continually puts your brand in front of the public through all marketing and advertising channels at your disposal. Choose a few solid distribution channels and craft specific marketing tactics for that audience. If you are successful in communicating your brand, you will establish a set of expectations and a promise of a unique value in your clients’ minds.
What do you call yourself?
Let's think of the process of branding in a very common example and you will see quickly its importance. We have all heard the advice to develop a short answer to explain to others what we do as travel consultants, but how many of us have actually done so? Jay Conrad Levinson calls it a “sound bite.” You may have heard it called an “elevator pitch.” Whatever you call it, it’s pretty important to be able to intelligently answer THE QUESTION: “What do you do?”
We know it’s coming in practically every new encounter. Some of us tense a bit. This could be a terrific prospecting or networking opportunity for our travel practice. It’s also an opportunity to completely blow a chance to engage someone as a possible client. How to best answer the question? Your answer needs to be short and to the point. Better still, it needs to relate directly to the listener in a way that it will stay with them. Your explanation of your role in travel planning should go to the pain travelers feel when they contemplate large travel plans, and to yourself as the solution. Your answer should be your “reason for being” phrased so that it directly relates to the listener. |
First, let’s look at a few things not to say:
Wrong answer #1: “I’m a travel agent”
Why is this the wrong answer? Because the term “travel agent” is just a label. Your listener will automatically assume they now know everything there is to know about you and the rest of your answer will fall on dull ear drums. Other labels like “travel consultant” or “travel counselor” are better because they force the listener to think a bit to engage for understanding.
Wrong answer #2: “I research travel for clients using state of the art technology and a wide network of relationships in the travel industry.”
This answer is phrased strictly in terms of you. Avoid answering by telling how you do what you do. When you finally do get to this part of the conversation, by the way, avoid using industry jargon. Remember to demystify travel for people.
Wrong answer #3 “I find the best prices on travel for my clients.”
Yikes. Let’s steer away from making price the centerpiece of the conversation.
Here are some better, more interesting possibilities:
Each of these answers serve two functions. Firstly, they state the problems travelers often experience when they plan travel. The answer is stated in terms of the benefit to the traveler, not in terms of the process used by the travel agent. Secondly, these sample answers invite further conversation. People love to talk about travel, that is one of the great aspects of our industry.
Even the phrase "travel advisor" will invite conversation because chances are your listener will not immediately know the phrase and will ask a question: "Is that like a travel agent?" Now you have a conversation going and can explain your services as a benefit to travelers, emphasizing the value you add to every travel transaction.
Your Points of Contact
Loosely defined, your points of contact are those points at which a client can form an impression of your travel practice. Points of contact range from your logo and business cards, to your presentation formats, your manner of dress and even the places you meet with clients. The sum total of your points of contact add up to form your professional image. The more professional your image, the more confidence clients have when it comes time to turn thousands of hard earned dollars over to you for their vacation. Needless to say, therefore, your points of contact must be kept in top condition. The reality, however, is we often create our points of contact independently of our mission statement and any guiding touch point and each becomes a separate marketing tool unrelated to the others or neglected after months of use.
Certainly your sales collateral is an important point of contact for your clients. However, everything you produce and project is also a point of contact. Here are some points of contact to consider:
Wrong answer #1: “I’m a travel agent”
Why is this the wrong answer? Because the term “travel agent” is just a label. Your listener will automatically assume they now know everything there is to know about you and the rest of your answer will fall on dull ear drums. Other labels like “travel consultant” or “travel counselor” are better because they force the listener to think a bit to engage for understanding.
Wrong answer #2: “I research travel for clients using state of the art technology and a wide network of relationships in the travel industry.”
This answer is phrased strictly in terms of you. Avoid answering by telling how you do what you do. When you finally do get to this part of the conversation, by the way, avoid using industry jargon. Remember to demystify travel for people.
Wrong answer #3 “I find the best prices on travel for my clients.”
Yikes. Let’s steer away from making price the centerpiece of the conversation.
Here are some better, more interesting possibilities:
- “I keep people out of trouble when they travel.” Or,
- “I work with clients looking for really distinctive travel.” Or,
- “I work with clients who like to travel well, but who struggle to find real value.” Or,
- “Have you ever planned a vacation and run into problem after problem? I work with clients to make sure that doesn’t happen.” Or,
- I am a travel advisor.
Each of these answers serve two functions. Firstly, they state the problems travelers often experience when they plan travel. The answer is stated in terms of the benefit to the traveler, not in terms of the process used by the travel agent. Secondly, these sample answers invite further conversation. People love to talk about travel, that is one of the great aspects of our industry.
Even the phrase "travel advisor" will invite conversation because chances are your listener will not immediately know the phrase and will ask a question: "Is that like a travel agent?" Now you have a conversation going and can explain your services as a benefit to travelers, emphasizing the value you add to every travel transaction.
Your Points of Contact
Loosely defined, your points of contact are those points at which a client can form an impression of your travel practice. Points of contact range from your logo and business cards, to your presentation formats, your manner of dress and even the places you meet with clients. The sum total of your points of contact add up to form your professional image. The more professional your image, the more confidence clients have when it comes time to turn thousands of hard earned dollars over to you for their vacation. Needless to say, therefore, your points of contact must be kept in top condition. The reality, however, is we often create our points of contact independently of our mission statement and any guiding touch point and each becomes a separate marketing tool unrelated to the others or neglected after months of use.
Certainly your sales collateral is an important point of contact for your clients. However, everything you produce and project is also a point of contact. Here are some points of contact to consider:
Evaluation of our points of contact forces us to take a hard, honest look at ourselves. To project a professional image, you must use professional tools. No doubt it is cheaper to do it yourself than to hire a professional, but a “do-it-yourself” message is not one travel professionals want to impart to their clients.
Too many agents use logos that look like clip art and free consumer email addresses. An email address that ends in “aol” is a message that says “consumer”. The “free” email often has an advertisement in it for some third party company. An email coming from an AOL, Yahoo, or (shudder) “Hotmail” address is not professional.
It is a smart move to have a professional design your logo. Clip art invariably looks like clip art. You can amortize the investment you will make in quality materials over the entire life of your business, an investment well-made. A good professional artist will design graphics that can move from your business card to your stationary to your website.
Next, make sure that all of your marketing collateral is consistent. Does each tell a consistent story about you? Is your personality and expertise at the center of each? Is the logo the same on all? Type face? Make sure that each piece supports your branding and delivers your message in a clear, concise manner. Eliminate collateral that no longer has relevance and focus on a few strong pieces. At the core are your business cards and stationery. Perhaps you have a “capabilities” brochure. Your itineraries are an important point of contact. Take a look at your website, blog or Facebook page. Think about the impression it leaves on viewers. Is it distinctively you or does it look like one of hundreds? Is there really any reason for a client to visit? How about your newsletter? Importantly, don’t examine them as separate tools but rather as a part of the larger whole of your brand.
Does everything work well together? Marshaling your sales and marketing collateral is hard work but don’t let that stop you. The effort is absolutely necessary if you want to stand out from the crowd. Keep pushing forward until each piece tells your story in a way that makes you proud.
The primary points of contact for most travel agencies are the employees. If every employee from receptionist to travel counselor is not projecting an appropriate image, there is a potential problem that is draining your brand of some of its power. Employees must be trained in the corporate culture and monitored periodically for adherence to the corporate image. Likewise, your storefront and meeting places are a powerful repository of brand image. If the windows are not clean, if the desks look disorganized, if the brochures are not current, the client’s reception of your brand image is likely to be other than you hope. The choice of venue where you meet with clients has a similar impact. Choose a noisy bar over a quiet coffee shop and the relationship may not evolve much farther. Your manner of dress, the language you use, the look and feel of your business card. All are points of contact and each supports the other.
Finally, let's not forget your manner of speaking. We have all known people who spice up their vocabulary with questionable language and topics. Perhaps you are one of those people who can get away with frequent indiscretions and lapses of protocol. Most likely, however, you aren't. Inappropriate language, jokes and remarks tinged with the darker side of humanity will likely thwart your attempts at projecting a professional image.
With every point of contact, your brand is communicated. Spend as much time with every point of contact as you do with your advertising. Otherwise, you won’t know what it is saying about you. Review each point of contact including your emails, the flyers you produce, your newsletters and website. Give everything a freshened, coherent look.
Look for three very important details:
1. Does your marketing collateral look professionally produced? Is your logo strong, the typeface and spacing readable? Is it professionally printed or does it look like you “did it yourself” with clip art and MS Publisher?
2. Your marketing collateral must bear out your company’s mission statement consistently. If your mission statement speaks to the wonderful experiences clients will have in their travels with you but your marketing collateral speaks to prices and discounts, you need to get your marketing collateral back into alignment.
3. Your collateral should be as much about your clients as about you. Client-centric marketing materials should highlight the client experience, not simply list your agency’s features. Speak to benefits more than features.
If you have a sales staff, familiarize them with each piece of sales material. Cover with them the use of each sales tool. Do not assume that any one point is obvious or does not need to be explained. Understand how each piece interrelates with the next – how the business card carries an email and web site address, how the web site reflects the company mission and how that mission is reflected by the company brochures. Consider how you distribute each piece of collateral to achieve the highest possible use. Assemble your team of sales collateral and make sure they are dressed for success.
Exercise
Review each of your points of contact for a consistent and professional look and feel. Examine the copy, examine the graphical layout. Try to observe your collateral with the eye of a third party. What would you think if your competition was using your collateral? Ask your harshest friendly critic to look over your materials. Swallow hard and be willing to listen. Your professionalism is at stake.
Too many agents use logos that look like clip art and free consumer email addresses. An email address that ends in “aol” is a message that says “consumer”. The “free” email often has an advertisement in it for some third party company. An email coming from an AOL, Yahoo, or (shudder) “Hotmail” address is not professional.
It is a smart move to have a professional design your logo. Clip art invariably looks like clip art. You can amortize the investment you will make in quality materials over the entire life of your business, an investment well-made. A good professional artist will design graphics that can move from your business card to your stationary to your website.
Next, make sure that all of your marketing collateral is consistent. Does each tell a consistent story about you? Is your personality and expertise at the center of each? Is the logo the same on all? Type face? Make sure that each piece supports your branding and delivers your message in a clear, concise manner. Eliminate collateral that no longer has relevance and focus on a few strong pieces. At the core are your business cards and stationery. Perhaps you have a “capabilities” brochure. Your itineraries are an important point of contact. Take a look at your website, blog or Facebook page. Think about the impression it leaves on viewers. Is it distinctively you or does it look like one of hundreds? Is there really any reason for a client to visit? How about your newsletter? Importantly, don’t examine them as separate tools but rather as a part of the larger whole of your brand.
Does everything work well together? Marshaling your sales and marketing collateral is hard work but don’t let that stop you. The effort is absolutely necessary if you want to stand out from the crowd. Keep pushing forward until each piece tells your story in a way that makes you proud.
The primary points of contact for most travel agencies are the employees. If every employee from receptionist to travel counselor is not projecting an appropriate image, there is a potential problem that is draining your brand of some of its power. Employees must be trained in the corporate culture and monitored periodically for adherence to the corporate image. Likewise, your storefront and meeting places are a powerful repository of brand image. If the windows are not clean, if the desks look disorganized, if the brochures are not current, the client’s reception of your brand image is likely to be other than you hope. The choice of venue where you meet with clients has a similar impact. Choose a noisy bar over a quiet coffee shop and the relationship may not evolve much farther. Your manner of dress, the language you use, the look and feel of your business card. All are points of contact and each supports the other.
Finally, let's not forget your manner of speaking. We have all known people who spice up their vocabulary with questionable language and topics. Perhaps you are one of those people who can get away with frequent indiscretions and lapses of protocol. Most likely, however, you aren't. Inappropriate language, jokes and remarks tinged with the darker side of humanity will likely thwart your attempts at projecting a professional image.
With every point of contact, your brand is communicated. Spend as much time with every point of contact as you do with your advertising. Otherwise, you won’t know what it is saying about you. Review each point of contact including your emails, the flyers you produce, your newsletters and website. Give everything a freshened, coherent look.
Look for three very important details:
1. Does your marketing collateral look professionally produced? Is your logo strong, the typeface and spacing readable? Is it professionally printed or does it look like you “did it yourself” with clip art and MS Publisher?
2. Your marketing collateral must bear out your company’s mission statement consistently. If your mission statement speaks to the wonderful experiences clients will have in their travels with you but your marketing collateral speaks to prices and discounts, you need to get your marketing collateral back into alignment.
3. Your collateral should be as much about your clients as about you. Client-centric marketing materials should highlight the client experience, not simply list your agency’s features. Speak to benefits more than features.
If you have a sales staff, familiarize them with each piece of sales material. Cover with them the use of each sales tool. Do not assume that any one point is obvious or does not need to be explained. Understand how each piece interrelates with the next – how the business card carries an email and web site address, how the web site reflects the company mission and how that mission is reflected by the company brochures. Consider how you distribute each piece of collateral to achieve the highest possible use. Assemble your team of sales collateral and make sure they are dressed for success.
Exercise
Review each of your points of contact for a consistent and professional look and feel. Examine the copy, examine the graphical layout. Try to observe your collateral with the eye of a third party. What would you think if your competition was using your collateral? Ask your harshest friendly critic to look over your materials. Swallow hard and be willing to listen. Your professionalism is at stake.