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.
In the last article, we covered finding the one word that best defines your brand. You may have revealed one or many.
In this article, we continue to work backwards towards our ultimate goal, the brand strategy.
To do this, you are going to have to pretend you already have the brand strategy written. If you did, how would that brand strategy influence decisions in the business?
Let me provide an example.
A winery tour company is running through this process. They have uncovered ‘personal’ as their one word.
Their list of ‘What it [the brand strategy] Means’ might look like this.
- We remember names. Once is enough for us to commit a name to memory.
- We personalise every tour, so no two guests ever have the same experience.
- We introduce guests by name to each winery.
- We tour wineries where we can introduce guests to the winemaker.
- The images we share are personal and unpolished.
- We find ways to pleasantly surprise our guests (e.g. give the tour organiser a small gift of a personalised wine bottle at the end of every tour)
And so on.
Hopefully, you’re starting to see how a strategy isn’t a luxury but an absolute necessity to run your tourism business.
If you replaced this fictitious company’s word with another in the above example, say, ‘classy’, the ‘What it Means’ would be completely different.
- Our drivers and vehicles look luxurious.
- We prioritise wineries with experienced staff, sommeliers, or a hatted restaurant.
- We never run tours that we know aren’t there for a high-end experience (e.g. no stag nights). We know it would damage our reputation for bringing classy guests to wineries.
- Our pricing is premium and our service delivery matches. We open car doors. We ensure winery staff are ready when we arrive, so our guests feel important.
- The images we share always look classy – people are well dressed, look proper, and wine glasses are full.
Massive difference, right?
Each of the ‘What it Means’ act as entirely different filters for business decision-making. From your tourism marketing strategy to the way each would brief a photographer, would be significantly different!
You should also notice that if these two examples were different tour companies, they aren’t competing with each other.
They will attract completely different customers from the moment they start communicating their brand in this manner.
When you have the ‘What it Means’ led by your aspirations for the brand you want to be, you’re ready to start working on the brand strategy itself.