The Best Ways To Brand Your Agency
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With just about any type of company these days, building and strengthening your brand is critical in order to maintain a thriving business. This is particularly true — and challenging — in the travel industry, where you need to invest considerable effort to ensure that your agency stands out from a crowded pack.
Travel Planners International offers a range of support services for agents who want to build or grow their brand.
There are several effective tools you can use to help brand your agency and set it apart from your competitors.
Identify your target customer — and tailor your approach accordingly. Trying to be all things to all people can often be a waste of energy. Instead, think about your ideal customer. If you are just starting out, this may be similar to the friends and family you have helped in an unofficial role. Once you have identified your target client, consider the biggest challenges or pain points they have. Then brainstorm ways to brand your business that make it clear how you can solve those challenges.
Add the personal touch. If you are up against bigger competitors (particularly if they are part of a large chain) you can stand out by offering the one thing they can’t: individual service. You have a big advantage in that you can provide a personal touch, giving each client the focused attention and customized service that a big chain usually cannot offer. Go above and beyond to ensure that your client has their dream vacation — and they will be sure to rave about you to all of their friends.
Take advantage of technology — with creativity. No matter how you feel about technology, you cannot afford to ignore it in today’s online environment. You need a good website that is mobile-friendly and optimized for SEO. If you don’t know what that means, you need to enlist the help of someone who does. (If your budget is tight, look for an intern or hire a freelancer.) Make it visually interesting, and try to work in some creative elements that show your brand’s personality. This is where many new customers will find you, so it needs to immediately grab their attention.
Stress your core messages. Remember above where you identified how you will solve your clients’ challenges and offer something competitors don’t? This is what you must clearly convey in all of your marketing materials and creative advertising. Boil it down to a few critical takeaways — and then be sure those critical messages are front-and-center in all of your brand communications. You want to be known for specific traits — whether it’s specializing in upscale dream trips or providing immediate attention to solve any problem 24/7. This is what you should emphasize, so people immediately connect you with those positive points.
Consistency is key. If you don’t know what your brand is, neither will potential customers. If your messaging is a confused mess, customers won’t be able to figure out what your mission is or what makes your business unique. Taking a “throw everything at the wall to see what sticks” approach is a recipe for disaster. You want to stick with your main points and keep emphasizing those core values and features. Pretty soon, that message will subconsciously make its way into the minds of your customers, and they will automatically associate you with those positive attributes.
More by Bobbi Dempsey
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