Does you brand burn bright?

Travel Daily - - News - With Max­ine Wiggs

Has your busi­ness changed since its visual iden­tity was es­tab­lished? Does it still re­flect who you re­ally are and what you

do?’ re­ally

MANY TMCs are feel­ing the ef­fects of cor­po­rate ac­count re­align­ment as those with global foot­prints pick up ac­counts pre­vi­ously held by lo­cal bou­tique agen­cies. This can have a mas­sive im­pact on TMCs on the wrong end of the re­align­ment. But it also presents an op­por­tu­nity to re-as­sess tar­get mar­kets and re­view your brand strat­egy. That doesn’t mean dash­ing off to a de­signer for a fresh logo and ex­pect­ing new clients to roll in, but stepping back to look at the big pic­ture.

“Your brand isn’t your logo, your prod­uct, ser­vice, even your busi­ness name,” says Re­source’s busi­ness iden­tity spe­cial­ist, Tif­fany Gouge.

“That’s brand­ing, and it’s sim­ply a visual rep­re­sen­ta­tion of your iden­tity and cus­tomer prom­ise. Your brand is more than that. It’s what your busi­ness rep­re­sents in the minds of the peo­ple that count: your tar­get mar­ket,” says Gouge.

When was the last time you re­viewed your visual iden­tity? Does it tell the right story? Is it con­sis­tent? How de­vel­oped is it? Is it sim­ply a logo? Are your colours de­fined? What about fonts? Do you have a brand guide?

These are im­por­tant ques­tions. So too are con­sid­er­a­tions about the evo­lu­tion of your busi­ness over time. Has your busi­ness changed since its visual iden­tity was es­tab­lished? Has your tar­get mar­ket changed? Does it still re­flect who you re­ally are and what you re­ally do?

Take Vir­gin Aus­tralia - an air­line that launched as a cheap, cheery chal­lenger, Vir­gin Blue. Save for the Vir­gin logo, it’s now vir­tu­ally un­recog­nis­able from the one that first took flight not even 20 years ago. It has evolved from a do­mes­tic, low- cost, op­po­site-of- Qan­tas po­si­tion­ing (red air­craft body with white tail, for good­ness sake), to a full ser­vice and perks, pre­mium in­ter­na­tional car­rier com­fort­ably po­si­tioned as an al­ter­na­tive to the Fly­ing Kan­ga­roo. Along the way, it changed its name, its iden­tity, livery and lan­guage to ar­tic­u­late its cus­tomer prom­ise.

“One of my favourite quotes about brand­ing is that it is ‘only brand­ing when you de­liver what you prom­ise. All the rest is mis­lead­ing ad­ver­tis­ing’,” says Tif­fany Gouge.

The ear­li­est brands were marks left by char­ring. The word it­self comes from Old English for ‘burn­ing’. As the cor­po­rate travel mar­ket shifts and changes, is your visual iden­tity burn­ing brightly?

Are you leav­ing your mark?

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