p26-27 frontline 12/1/10 11:10 Page 26
knowledge branding
ttglive.com
Your business profile
How healthy is y
Strong branding can be vital to a company’s success but it’s not as simple as slapping a
logo on a few shirts. Branding specialist Dragon Rouge has developed a six-point quiz to
help agents check on the health of their brand. Carlie Trotter finds out more
1 2 3
Do you really know who your Are you maximising brand Will your customer service guarantee
customers are? partnerships? good word-of-mouth?
YES NO YES NO YES NO
It might sound obvious but with consumer Brand loyalty may be on the decrease but The best way to create brand awareness is
habits changing you need to rediscover the logo of a trusted partner can reassure by word of mouth, and with user reviews
what your clients are looking for. someone reading your holiday advert. flooding the internet, service needs to exceed
Senior travel brand consultant at Dragon Online travel agents often get accused of expectations.
Rouge, Liana Dinghile, says: “You don’t have stealing sales through brand hijacking, but if Have you made use of customer feedback?
to do lots of expensive research, one-to-one a client recognises or likes a particular travel The travel industry has long been at the
talking with the client is the best access you brand, let them know why they will be forefront of interactive media such as review
have. Also, a customer will appreciate a rewarded for booking it through you. forums, and getting dialogue going with
conversation about their individual needs.” Review the brands you are associated clients before, during, and after a holiday
Beyond knowing their age and budget, with. Liana says: “Your staff need to have remains invaluable.
find out which brands they buy day-to-day real knowledge of your partners in order to Giving away branded pens or luggage tags
and what that says about them. What has sell well. Digital technologies are useful for became fashionable in the 1980s for forging
changed about their routine or pressures? regular updates in a market that changes by awareness – but Liana explains: “Today
Where did they travel last? How did they the nano-second, but suppliers can talk to they will not be perceived to add value to
hear about you? This will enable you to and inspire staff directly in-store, although a purchase, if anything they will be seen
build an up-to-date profile on them. fam trips remain the most hands-on way." as excess.
“Any brand trigger should remind the
client of a positive experience, and customer
All “yes” answers: You maintain brand health and leadership via regular reviews of the way you do service is usually foremost.”
things, and by being innovative to stay ahead. Don’t forget, in order to make customers
Some “yes”: You need to identify weak points and fine-tune your approach. Being below par in just one feel valued, a manager needs to ensure
area will slow down your success. that their team members also feel
Mostly “no”: Get a brand MOT to ensure your brand works hard for you across all parts of the business. valued, engaged, and proud to be brand
ambassadors.
26 15.01.2010
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