Your travel practice has an image and at the heart of that image is your own personality. To the extent you allow the YOU to come through in all of your points of contact, the more approachable and authentic your marketing efforts appear to the public. Without an intentionally developed brand, however, too much is left to chance. You certainly can, and should, endeavor to influence and shape your brand. Brand maintenance is an on-going endeavor. You must continually work to project the image you intend.
In fact, however, most travel agents do not intentionally develop their brands. Most travel consultants simply go about their work and when they do it well they are fortunate enough to develop a good reputation. Their natural abilities and skill at working with people carry them along nicely. But that approach leaves much to chance.
At the core of your brand image is your mission statement. If you seek to align your every business act with your mission statement, your brand is more likely to look consistent to the outside world. Your clients and non-clients alike will have a more clear image of who you are and the values for which your travel business stands. When your employees or co-workers tell others about the company, their story will be more direct and consistent. When your past clients recommend you, they will do so for the right reasons and can do so more strongly.
The result of these brand maintenance efforts will be a better understanding of you and your travel practice in your community. Prospective clients will seek you out knowing in advance who you are and what you do. The sales process will go smoother because new clients will be pre-conditioned to the services you offer, the fees you charge and the respective responsibilities of travel consultant and client.
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Key #5
Intentionally work on your Branding! You project an image whether deliberately or not and at the core of that image is your personality. When you do so intentionally, the public is more likely to understand your brand the way you want them to understand you. A lot of good things can come from brand maintenance, and it all begins with a very clear articulation of your mission statement.
You are not just a travel agent. You are an individual with a particular set of beliefs, values and principles. Make those your brand, and do so deliberately.
