In the ever-crowded travel industry, it’s getting harder to differentiate yourself based on product alone. You may offer an impeccable booking experience or cater precisely to your clients needs, but in the eyes of the consumer, that simply puts you on par with your competitors. If you want to stand out from the crowd, we’ve got the key; it’s essential to establish a distinct brand identity. 

Many tour operators and travel companies recognise the importance of branding, but are unsure how to get started. Lucky for you, we’ve created a step-by-step guide explaining exactly how to craft a clear brand personality for your business. Learn how to set yourself apart by creating an individual look, language style and sense of community.

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Want to start establishing your brand personality? Read on to discover our 4 simple steps…

Find your voice

Honing your company’s tone of voice is crucial to your brand identity. When you’re able to write consistently in a tone that is uniquely yours, you are better able to connect with your audience and establish your niche in the marketplace. So how can you get started?

Firstly, consider which key principles you would like to channel into your brand messaging. Would you prefer to use descriptive, engaging imagery, or shorter, action-driven sentences? You should also decide which channels you’ll be using; the way you speak in a letter will likely be more formal than the way you would in a social media post.

Tell a story

Next, in order to differentiate yourself and engage travellers, it’s important to share stories which resonate with your target audience. Try using anecdotes that are unique to your company, and evoke an emotional reaction from your readers.

Authenticity is crucial in your messaging; always be upfront about your product and capabilities, but don’t be afraid to share stories that reflect your passion for your company. It’s not all about pushing your trips: telling the story of how you came to be will help to communicate your team’s dedication, and why you are able to provide the best experience for your customers.

Look the part

Language is important, but visual tools also play a crucial role in establishing a clear brand identity. Consider investing in a portfolio of professional photographs that you can use anywhere and everywhere; just make sure the images reflect how premium your brand is, what kind of holidays you create, and what kind of travellers you want to entice.

Many companies use travel photography that appears generic, as though taken directly from stock imagery sites. This is your chance to stand out from the crowd, so embrace images that are bold, striking and consistent in aesthetic.

Create your tribe

Picture your ideal client; think about their worldview and what makes them tick. Love of travel is  one thing that unites your customers, but there are going to be other interests, reference points or emotions that bind them too. Once you’ve identified these trends, you’re well on your way to connecting with more people like them.

Strengthen your brand identity further by creating a sense of exclusivity for your existing clients. Introducing an incentivised referral scheme is a great way to reward your customers and grow your community further. 

Read now: The essential pre-travel communication guide for travel companies

Start crafting your brand personality

In essence: your tone is how you say it. Your story is how you spin it. Your photography is how you illustrate it, and your community is how you promote it. Now, it’s up to you to figure out what “it” means for your brand.

If these tips have piqued your interested, download our brand guide now to read in full!  Alternatively, book a meeting with a member of our team to discuss your own branded app or get started right away with a free trial.

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