How to run a tourism business brand strategy workshop, including the questions you should ask.

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This article is from a short series designed to help you create a brand strategy that will improve every aspect of your tourism business. If you are new, start here.

Picture a vast forest. With trees as far as you can see.

Now, what if I told you that there is a single tree in that forest, which perfectly represents your business.

There are infinite numbers of ways to get to it. But there is only one right tree for you.

Finding the right brand strategy for your business is like finding that tree.

So challenging because you try to merge many ideas into a single significant statement.

A statement that encapsulates the past and aspires for the future. It clarifies your customer and what you are trying to achieve, all in one neat package that is easy to remember and massively impacts your business.

A statement that can act as a filter for all decision making, leading your team and the customer experience in a direction that is true to the brand you aspire to be.

Big, right?

It’s not impossible to find your way to that tree. But it isn’t going to be easy. It takes patience, research, deep thinking, and many questions.

I’ve run many of these workshops and delivered just as many brand strategies. I can say with confidence, not everyone will be able to do this. It is incredibly challenging and sometimes confronting.

I’ve run this for an accountant who repositioned into a much smaller niche.

I’ve run it for a motel with a restaurant that repositioned the entire business as a resort.

I’ve run it for a caravan park, where the process identified the very unsexy ‘consistency’ as central to their strategy.

When you see the tree, through the forest, it will be glistening gold. So obvious what your brand strategy needs to be, you will wonder how you didn’t see it before.

This is the power and magic of it.

I can’t research or think for you. But I can share many of the questions I ask clients in brand strategy workshops.

Devised and updated after running many brand strategy workshops, these questions can help you reveal the objectives, patterns, trends and aspirations of your brand.

Run a workshop as a group and document the answers to these questions.

  • What is the vision for the brand or business?
  • Why do we do what we do? Not just for the money, but what change are we trying to make?
  • What are our objectives over the next five years?
  • What is the business culture?
  • What do we want the business culture to be?
  • How do we want customers to speak about us when we’re not in the room?
  • How do we want customers to feel when they think about our brand?
  • If we were a make of car, what would it be and why?  (this makes it easy for everyone in the meeting to visualise and describe the brand’s position in the market)
  • Who makes up our current customer base?
  • Who is the ideal customer?
  • What is our best source of revenue and profit?
  • Why would customers choose us? What do we do better than anyone else?
  • Why would they choose our competitors? Why do they do well?

In the next article, we’ll talk about what to do with these answers and thinking.


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