Branding is an integral part of businesses-consumer interaction, and is something tourism organisations and destinations devote a great deal of time and resources to. Its overall aim is to raise awareness and familiarise consumers with a company’s identity, in order to elicit an emotional association that can then encourage purchase and loyalty. Establishing what messages and emotions the company wants to convey is crucial, as this impacts on the brand’s overall success (iMedia).
The destination or tourism organisation’s brand strategy has to make clear the needs and services the company can fulfil, as this transparency is vital in establishing an emotional attachment with the customer. They also need to work on their brand strategy regularly, to ensure that it evolves over time along with developments in consumer behaviour.
Consumers find it a lot easier to relate to certain feelings and emotions to a brand, which in turn triggers conversations. In tourism in particular, conversations about the destination as a brand are very important, as no such conversation takes place that doesn’t involve feelings.
Checkpoints for a Solid Strategy
- Set clear brand objectives
- Define what the product/service does
- Look into the emotions associated with the brand
- Ensure the brand triggers conversation
- Revisit the strategy regularly
Destinations and tourism organisations need to ensure that their brand strategy is sound, leading the way to brand success in the long-term, which is crucial. There is no perfect strategy but with continuous work, a solid, successful brand can be developed and executed.
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