What Is Branding? It Is Not This.

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.

  1. Guests aren’t influenced to buy you just by your name or your logo.
  2. And they certainly won’t find you on the internet
  3. They won’t buy your brand if they don’t get you or understand you
  4. 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.

Check out more of our common marketing problems and how to fix them: 

Pricing mistakes in the tourism industry

The causes of a wasted advertising budget

Interested in watching more common tourism marketing problems?  You can find all our videos here.

A common tourism marketing problem explained: What is Branding

About the Author

Dorene Wharton is a tourism strategist, marketer, coach, copywriter 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, and live their brand with purpose.
Dorene Wharton