Remember when the internet didn’t exist? People would have to advertise their small businesses by handing out flyers on the street or at their local mall.
Word of mouth spread by telling a friend to tell another friend. Gosh, how the world has changed. Now we have social media, brand management tools and websites to get the word out.
As a new business owner, brand identity is a strong contender for success and increased revenue. For tour company owners, more so because you are an ambassador for your city, state and country.
Your brand identity is the catalyst for customer engagement and retention. Without it, you’re just another small fish swimming aimlessly in a big pond.
In this article we’ll discuss the importance of brand identity as a travel and tourism company and how to build one.
What is Brand Identity?
A brand identity encompasses several elements, including a company’s name, logo, tone and how it interacts with customers. A website, social media and email are a few ways of communicating with clients.
Strong brand identities are recognizable and stand out from the crowd. Their values resonate with their target audience and are consistent by continuously engaging clients and being active on all social media platforms.
It does sound like a lot of work, doesn’t it? However, you have to start somewhere. Most companies opt to start with a website.
Best Practices for Tour Operator Websites
As a tour operator, your website should engage potential customers by being clean, easy to read, and easy to navigate, while showcasing your offerings. It’s a tough nut to crack but it can be done.
Before spending money on website building and graphic designers, research AI website builders. Some companies offer basic plans for free, including access to a customer support team, free website hosting and AI tools.
An AI website builder is easy to use. You don’t need experience or lots of cash. Many small businesses use AI builders for professional website creation. Hocoos advises that an AI builder is the smartest way to build your website, launch it and grow your business.
To optimize your business website consider the following:
Visual Appeal
Online users are drawn to powerful imagery. An appealing brand, color scheme and noticeable logo attract users to your website.
Think about the emotions you want to convey and choose tones based on that outcome.
Clear Headings
Consistency is key when it comes to fonts and headings. A clear and distinctive heading on your home page creates a strong first impression.
Navigation
An easy-to-navigate website will earn you double points for ease of access. Triple that if your website loads faster than normal.
Simplicity and clarity are important elements of every good website. A streamlined menu improves user experience, reduces frustration, lowers bounce rates, and boosts SEO.
Analyze Market Trends
A SWOT analysis sets the groundwork for identifying your company’s strengths, weaknesses and room for improvement. This will help you understand your positioning in the market.
Next, research current trends in your industry. Palisis says tour operators must be aware of market trends to remain relevant.
For instance, contactless payments are taking precedence for travelers. This is good news for tour companies. It leads to greater efficiency, shorter queues, and a lower risk of fraud.
Paperless solutions are another market trend to explore. Offering e-tickets and receipts that can be scanned from phones will reduce waste and improve sustainable business practices.
Know Your Competition
Your strategy is to know your competition and what they’re up to.
If they’re offering a new product, do one better and introduce an even better product. This will keep you on top of your toes. And, you’re never left snoozing on the competition.
Firstly, narrow down your competitors to direct and indirect. Check your local business directories, press reports and advertising for new businesses sprouting in your area.
Secondly, research their products and services and how they market them to clients. What are their brand values? How do they interact with customers?
This information can prove valuable. It will teach you how to improve your business practices, from customer service to competitive price changes.
Once again, this is where your brand reputation comes in. Leverage your brand’s voice and values to attract new clients. Interact with them on social media. Respond to every comment, even the negative ones.
Customers want to feel valued. The more you listen to them, the less inclined they’ll be to take their tourist dollars elsewhere.
Whether your company is big or small, a strong brand identity makes a world of difference. It fosters community, increases revenue and ensures happy and satisfied customers.
Don’t take it for granted once you build it, they will come. Getting your brand out there takes hard work, resilience and patience.
