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.
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 here at this link -- all you need to do is click on the link provided in the copy.
Check out more of our common marketing problems here:
Interested in watching more common tourism marketing problems? You can find all our videos here.
Dorene Wharton is a tourism strategist, marketer, coach and full-time traveler with a 25-year career working in all areas of marketing and sales. She left her corporate job with Fortune 500 hospitality brands to start Travel Life Media to help hotels, tour, attractions and event companies improve their marketing, live their brand with a purpose and make money.