We have developed a brand guide for travel companies called ‘How to set yourself apart‘, which is designed to help you express your brand personality by creating an individual look, language and community. Read on for a snippet of the guide about how telling a story can help you differentiate yourself in today’s crowded market, or download the entire piece here.
Research shows that stories are 22 times more memorable than facts; humans are conditioned to respond emotionally to stories, and absorb them. Many travel companies fall into the trap of just talking about their destination, which is understandable when you know a place is amazing. But this is also what makes so many travel companies look the same. So much of travel marketing, from websites to emails to brochures, focuses on the population, the topography or the weather patterns. You can find facts and figures anywhere. Only you can tell the stories that make your company individual.
Your stories can be long or short, and on any platform you like; even a one-off social post can tell a tale.
Step 1: LEARN HOW TO WRITE A GREAT STORY
1. Turn to the greats
2. Play with chronology
3. Be AUTHENTIC
Step 2: DECIDE WHAT TO WRITE ABOUT
Luckily, we’re in a business everybody loves to tell stories about. A simple travel anecdote is an easy way to get things going: why do you love the destination you’re writing about? Many travel businesses come into being for the love of travel. If your company came about through passion, or an interesting series of events, don’t be afraid to tell that story. It’s not all about pushing your trips: telling the story of how you came to be will communicate huge amounts about the dedication of the team, and why you are able to provide the best experience for your customers.
Finally, use your clients. We all know that in this day and age, reviews are of paramount importance. Advertising your company via the travel story of one of your customers is effectively one great review.
TOP TIP: Choose the right anecdote
When telling an anecdote of your own, try to select a story that is not only personally affecting, but that illustrates why a destination is amazing. A tale of a missed train on its own might not be particularly inspiring – but perhaps the reaction of the local people epitomised the ethos of the destination?
Read the full guide about how you can set yourself apart from other travel companies, with real life examples and more tips about how to attract the right people to your front door.
This might sound harsh. But if travel companies tried to differentiate themselves based on product alone, it would be impossible.
A brand’s tone of voice is how it says what it says. And, in today’s market, how you say what you say is every bit as important as the content itself.
Visual tools are equally important as what your company says and how they say it in making yourself stand out from the crowd and communicate with your kind of traveller.