How to Create a Brand Identity for Your Travel Company

As a travel company, your marketing is probably based on selling unforgettable moments and memories in beautiful locations worldwide. Still, there is something else that should be unforgettable – your brand. When your clients plan to go on a vacation, your travel agency should be the first thing that comes to their mind.

How to achieve such recognizability? By developing a solid brand identity.

This article will provide all the necessary information about creating a brand identity for your travel company. 

All aboard? Let’s go!

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What is Brand Identity?

Brand identity is a way a business presents itself to the world. You should think of it as of person’s identity. Just like people have unique characteristics that make them recognizable and different from everybody else, so should brands – they should have visual elements that make them stand out from the competition and be memorable to their customers.

Brand identity includes visual elements – logo, typography, color scheme and design, but also abstracts like messaging, tone of voice and overall personality of the brand.

Creating a strong brand identity takes time, effort and consistency. It involves understanding the brand’s values, target audience and unique selling proposition and then using that information to create a cohesive and compelling brand experience.

Why Is Branding Your Travel Company Important?

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The main reason behind branding is to increase your company’s recognition and differentiate it from the competition. As a travel company owner or manager, you know that your competitors offer the same or similar services and you need a way to stand out and grab the most attention – that’s where branding jumps in and helps you.

Let’s review some of the most important reasons for branding your travel company:

1. Differentiation from the Competition and OTA

When planning a trip,  people have many options since there are many travel companies with similar offerings. But with a strong brand image, a travel company can create a reputation that makes it stand out and attract customers looking for the kind of travel they offer.

Also, if your company provides its arrangements via Online Travel Advisors (OTA), such as Tripadvisor, you might lose sight of your own brand. While including your offerings in OTAs can expand your reach and exposure, you’ll become just another listing on their website.

Travelers who book travel arrangements through these sites will associate the travel with the OTA brand rather than yours. Consequently, they won’t remember your brand if they decide to repeat the booking or refer it – they will remember OTA. 

Therefore, it’s crucial to build your brand outside of OTA sites.

2. Increased Brand Recognition and Awareness

Brand recognition and awareness are significant advantages for a travel company because they can help increase its visibility and reputation among potential customers. 

The positive brand image also brings other benefits – an emotional connection with clients, credibility and a relationship of trust, as well as more bookings and revenue.

Think of it this way: when someone hears the name of a well-known travel company like Expedia, they likely already know what the company does and what kind of services it offers. The company is recognizable because it has built a strong brand and worked hard to promote its name and image.

3. Building Trust and Credibility with Clients

When customers are looking for travel arrangements, they want to be sure that the company provides high-quality services and delivers on its promises – 81% of customers must trust the brand to consider purchasing its product or services.

A strong brand can help build this trust and credibility by creating a positive image and reputation for the company.

Since 55% of first impressions are visual, a travel company with a well-designed website, professional logo and consistent messaging across all of its marketing materials can establish as credible and trustworthy. 

Additionally, positive reviews from satisfied customers can further enhance the company’s reputation and help establish it as a reliable and trustworthy choice in a competitive industry

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4. Ability To Charge Premium Prices

If a travel company has a strong brand identity, it can create a perception of value and quality in customers’ minds; consequently, customers will be willing to pay more for the company’s services as they perceive them to be of higher quality or more exclusive than competitors.

For example, a luxury travel company with a strong brand identity can charge higher prices than a budget travel company without branding. The luxury company has built a reputation for providing high-end services and experiences, while the budget company has not.

5. Facilitating Partnerships and Collaborations with Other Brands

In all industries (and travel is not an exception) a strong brand image boosts brand awareness and recognition, facilitating partnerships and collaborations with other brands.

When a travel company has a strong brand, it becomes an attractive partner for other companies looking to collaborate on marketing campaigns or promotions. A strong brand brings in credibility and visibility to these collaborations, benefiting both companies involved.

For example, a travel company with a strong brand identity emphasizing adventure and exploration may partner with an outdoor gear brand to offer a joint promotion or create a custom travel package. The travel company benefits from the association with the well-regarded gear brand, while the gear brand can reach a new audience through collaboration.

In addition, a strong brand can help a travel company negotiate more favorable terms in partnerships and collaborations. Companies prefer working with well-established and respected brands and are open to offering them exclusive deals or other benefits.

How to Create a Brand Identity Customers Will Remember?

As you saw, building a solid brand identity can attract numerous benefits to your travel company; follow these six steps to make your brand stand out in a crowded marketplace:

1. Think About Your Company’s Visions and Goals

To create a brand identity that customers will remember, you need to first think about what your company is all about. Ask yourself the following questions:

• What are your values and beliefs? 
• What makes you unique and separates you from the competition?
• What are your long-term goals? 

Once you understand these answers clearly, you can use them as the foundation for your brand identity and develop messaging and visuals consistent with your company’s vision and values. 

By creating a brand identity that is true to who you are as a company, you can build trust and loyalty with your customers, ultimately leading to greater success for your business.

2. Recognize and Understand Your Target Audience:

To create a brand identity that resonates with your customers and suits their needs and desires, you must understand your target audience. 

You might think that the answer is simple – the target audience of a travel company are people who want to travel, right? Well, no. There are many types of travel arrangements and as many audiences. 

Recognizing your target audience is an essential step in the process of building a successful brand identity; to find them answer the following questions:

• Who are my ideal customers? 
• What are their needs and desires? 
• What are their pain points? 
• What motivates them to buy my service?

Answers will give you a clear understanding of your target audience; use this information to shape your brand identity. Develop messaging and visuals that speak directly to your customers and their needs, increasing the likelihood that they will remember and engage with your brand.

3. Consider Destination Branding

Destination branding creates a unique identity for a destination, such as a city, region, or country, to attract visitors and promote tourism. Unlike business branding, which is centered around a company, destination branding is based on the experiences and perceptions of travelers. However, it can still contribute to your travel company branding:

By aligning the company’s and destination’s branding, you can create a consistent and compelling message that resonates with your target audience and establish credibility and trust with potential customers.

Destination branding can provide valuable insights into what travelers want in a destination, allowing you to tailor your offerings to their desires. You can create positive and memorable experiences by offering travel arrangements tailored to customers’ needs, which can help build brand loyalty and generate word-of-mouth referrals.

Lastly, destination branding can differentiate your company from competitors by showing your unique value within the context of the destination, so you can position as the first choice for travelers looking to explore and discover the destination.

4. Give Your Brand an Appealing and Consistent Visual Identity

When you think of companies that gained worldwide popularity, you can effortlessly recall their logo or color scheme – elements of the brand’s visual identity. A visual identity is an essential component of any brand and travel companies aren’t an exception. 

Visual identity represents your brand and includes all the elements people associate with your business, such as logos, colors, fonts, imagery and other design elements. 

Your visual identity should be consistent across all marketing materials and platforms to create a cohesive and recognizable image since brand exposure is 3.5 times higher for consistently presented brands than those with inconsistent brand presentations. 

Consistency is important because it helps customers identify and differentiate your brand from competitors while conveying your brand’s personality and values. 

When developing your visual identity, consider the following elements:

• Logo: Your logo should be unique and easily recognizable, reflecting your brand’s personality and values, and using a text logo maker can help you achieve this
• Color palette: Choose a color scheme that reflects your brand’s personality, but also consider the psychological impact of colors on customers. Consistently used color can improve your brand recognition by 80%!
• Typography: Select legible and unique fonts that complement your brand.
• Imagery: Choose images that align with your brand while showcasing the destination’s unique features and experiences.
• Design elements: Incorporate design elements that complement your brand and enhance visual appeal.

5. Determine the Tone and Voice of Your Brand

One of the critical elements of a successful brand identity is having a clear and consistent brand voice and tone – the personality and style of your brand’s communication and the emotional inflection of your messaging. 

Developing a consistent brand voice and tone can help establish a recognizable and relatable brand identity, build customer trust and loyalty and create more compelling and engaging communication.

Follow these steps to figure out the brand voice and tone for your travel business:

• Take the time to understand who your ideal customers are, what motivates them and what kind of messaging resonates with them.
• Consider your brand personality and values – they should inform your brand voice and tone and help you communicate your unique value proposition to your customers.
• Based on your target audience and brand personality, decide on the specific attributes that define your brand voice and tone. For example, choose a friendly, informative, professional voice or an adventurous, inspiring, authentic tone.
• Once you have established your brand voice and tone, create guidelines and templates that ensure consistency across all communication channels.

6. Engage with Your Clients

Building a unique visual identity and developing a brand’s tone is important, but people are the ones who keep your business going; creating and maintaining strong relationships with your clients is essential for success. 

Engaging with your clients can help you better understand their needs and preferences, offer personalized recommendations and services, and create a more memorable and enjoyable travel experience. 

• Use social media to connect with your clients and build communities. 
• Offer personalized services and go the extra mile to make their travel experience unique and memorable.
• After your clients return from their travels, follow up with them to see how their trip went and if they have any feedback or suggestions. This step shows that you care about their experience and can help you improve your services in the future.
• Create content like travel guides, tips and recommendations for given destinations to help your clients plan and enjoy their trips even more. 

Brand Identity for Travel Company: Final Thoughts

While 77% of marketers claim branding is a crucial factor for companies’ growth, 72% of customers worldwide support the fact, saying they are loyal to at least one brand.

Creating a solid brand identity for your travel company is crucial because it differentiates you from competitors, increases brand recognition, builds trust and attracts numerous other benefits.

However, developing a brand identity is more challenging than it sounds. It involves both visual elements (logo, color scheme and design) and abstract elements (messaging, tone of voice and overall personality). To create a brand identity that customers will remember, you must consider your company values, unique selling proposition and target audience and then use that information to create a cohesive and compelling brand experience. 

If all of this seems overwhelming, the good news is that you can seek help from some of the best branding agencies in the market who will provide you with more info or bring your ideas to life.

By following these steps, your travel company can establish as a credible and trustworthy choice, attract new customers and ultimately increase its revenue.

Author bio

Travis Dillard is a business consultant and an organizational psychologist based in Arlington, Texas. Passionate about marketing, social networks, and business in general. In his spare time, he writes a lot about new business strategies and digital marketing for FindDigitalAgency.