Developing Your Brand Message
We began with our study of mission statements to give your brand focus and clarity. You should now know clearly what message you are communicating to clients. Typically a brand accentuates the company's unique selling point ("USP"). The USP is the reason that clients would purchase travel through you rather than anywhere else.
Your branding message will most likely involve three elements:
A successful branding strategy is going to emphasize the people associated with your agency, most importantly yourself. Many agencies mistakenly place their branding emphasis on product. Their websites and marketing collateral are filled with the logos of |
suppliers. This is a valid tactic. People certainly do respond to Carnival’s logo. However, why would the client buy a Carnival cruise from you rather than from Carnival or Sam's Travel Club? If the purchasing decision comes down to product, it too often becomes centered on price – a battle that is difficult to win against large discounters.
Agencies are far better served focusing on their employees and company culture. Who represents the agency? Why are they unique? What is their training? How much traveling have they done? What is their story? Why are they travel advisors? Does the agency have a niche? Ensure that the individuals that make up the corporate body each understand and reflect the brand message of the whole. Businesses are called “companies” for a reason. Look to the company you keep and build your business on the most solid of foundations – its individual associates.
What other assets do you have at your disposal? Is the fact you are a local business an asset? What relationships in the world of travel have you built? What consortia do you belong to? What inside information do you possess? What type of buying power or insight do you have through consortia or other organization?
Finally, given the people who work at your agency and the assets you have at your command, what is the benefit to the client? What kind of experience can people who use your agency expect? Personal attention? Expert planning? Local accountability? Satisfaction? Advocacy? A life-long relationship? Long term consulting and advice?
These elements, centered around your core values, are the stuff of which brands are made. Let's consider now how you communicate that story and maintain it by developing your brand persona and story.
Agencies are far better served focusing on their employees and company culture. Who represents the agency? Why are they unique? What is their training? How much traveling have they done? What is their story? Why are they travel advisors? Does the agency have a niche? Ensure that the individuals that make up the corporate body each understand and reflect the brand message of the whole. Businesses are called “companies” for a reason. Look to the company you keep and build your business on the most solid of foundations – its individual associates.
What other assets do you have at your disposal? Is the fact you are a local business an asset? What relationships in the world of travel have you built? What consortia do you belong to? What inside information do you possess? What type of buying power or insight do you have through consortia or other organization?
Finally, given the people who work at your agency and the assets you have at your command, what is the benefit to the client? What kind of experience can people who use your agency expect? Personal attention? Expert planning? Local accountability? Satisfaction? Advocacy? A life-long relationship? Long term consulting and advice?
These elements, centered around your core values, are the stuff of which brands are made. Let's consider now how you communicate that story and maintain it by developing your brand persona and story.
Exercise
Spend some time going over each of the elements of a brand – People, Assets and Expectations. Write full paragraphs on each at first, and then drill it down until you craft a short, clear and succinct message that details what is truly unique about your travel planning practice.
Spend some time going over each of the elements of a brand – People, Assets and Expectations. Write full paragraphs on each at first, and then drill it down until you craft a short, clear and succinct message that details what is truly unique about your travel planning practice.