What is branding? Before we get to this I want to talk to you about a symptom that relates to this. I want to talk to you about a common problem I often see with Tourism businesses. It is when hotel, tour, attraction, event or transport owners and operators: create a name, logo, and URL for their brand and then they assume their communication work is done.
Branding is a significant component of your communication to your guests and it is so much more than these three things.
- Guests aren’t influenced to buy you just by your name or your logo.
- And they certainly won’t find you on the internet
- They won’t buy your brand if they don’t get you or understand you
- Or if they don’t trust that you can meet their needs or problems
It takes a lot more than a name, logo and a URL to build credibility and authority for a business. And to persuade a guest to book, to remember and recommend a business in the future. So, Branding has a lot of work to do to communicate all this, it needs to go beyond the logo, name, and URL.
A brand is like a personality - and it is a lot more than how it looks.
A brand (a tourism business,) must help move guests from consideration to conversion --- which means convincing them that your brand is right for them.
Does this answer the what is branding comment a little bit better? Do your potential guests understand your brand beyond just a name, logo and a URL?
If this problem resonates with you, we have a great community group of tourism owners, operators and managers. In this group, we discuss and solve tourism marketing problems. We would love you to join us, it’s a free group, and you can join us at Tourism Marketing That Works for free marketing tips every week.
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