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Brand Strategy

One Critical Step To Help Your Brand Strategy Stick, And Become A Remarkable Tourism Business.

If I gave you a Ferrari and said to you, take good care of it, as one day not far in the future, it will almost certainly be a collector's item. Far more valuable than it is today. Say, enough to retire comfortably. With that, I handed you a succinct rule...

The riskiest tourism business strategy; you are probably doing it too.

Today, safe is incredibly risky. You think that niching down, appealing to a smaller group of prospective customers is a risk. You think that having a massive audience to target is the only way you can grow your business. You think it is safe. Perhaps, thirty years ago, it was when brand awareness...

Writing a tourism business brand strategy. With examples.

This article is the last in a short series about creating a Brand Strategy for your tourism business. The previous article is here. If you are new, start here. With your ‘What it Means’, front and centre with your one word now its time to start drafting the Brand Strategy. It's...

Stop competing and set your business apart. What your brand strategy means.

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...

Finding the one word that best defines your brand.

So you've just run a workshop with your team. You have documented the answers to the questions and are now staring at them on the screen. What next? Work backwards to find your brand strategy. Here are the steps. Start by identifying the one word that best captures the brand. ...

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

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...

What is a tourism brand strategy?

Yesterday we introduce the idea of a brand strategy and suggested that if you don’t have a brand strategy for your tourism business, you are probably doing your marketing all wrong. This article will expand on this idea and hopefully also convince you that it is indeed critical for your...

Everything is easier when you get clear about your ideal customer.

"The most important lesson I can share about brand marketing is this: you definitely, certainly, and surely don’t have enough time and money to build a brand for everyone. You can’t. Don’t try. Be specific. Be very specific." (from "This is Marketing: You Can’t Be Seen Until You Learn...

The steps to write a brand strategy.

1. Know your mid and long-term objectives and why you are in business in the first place. Why does the business exist in the first place? If it is just about the money, you are going to have to search harder. It is no longer enough. You are not going...

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