p26-27 frontline 12/1/10 11:10 Page 27
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branding knowledge
s your brand?
5 6
4
Do you know your point of difference, Do customers trust you from the Are you a responsible travel brand?
or what it could be? outset, and is trust maintained? YES NO
YES NO YES NO Are you ready to answer the green concerns
What are your areas of expertise? You do not Is your service consistent across every point of your clients? You should be able to
need to be niche to be a specialist. of contact: from advertisements, to phone explain the eco-credentials of a resort or
Liana explains: “Branding is often seen as exchanges, to face-to-face interaction? excursion, and if not, be eager to find out.
something the big players have to invest in Is your sales pitch delivered with clarity Can you claim that your tour operators
but every business has a way it represents and authority? It should quash clients’ fears support local communities?
itself to the customer. that they are spending outside of their Liana points out that brand strategy
“A point of difference might be that your comfort or ethical zone. should involve adopting a more responsible
service is creatively tailor-made. Branding "Put yourself in your customers’ shoes,” approach to everything you do. “This
yourself as ‘the best’ or ‘the cheapest’ could advises Liana. includes the way you support staff, the
set you up for a fall, so think about how you “Agents need to show education and integrity of your products, plus the way you
can appear the most creative or intuitive.” experience. That might mean re-enacting help customers navigate choices.”
If you specialise in a certain type of break the scenario of a customer flying first-class “The need to be more sustainable in the
such as heritage, reflect this in your window so that you can anticipate the questions way we travel is a reality, and customers
display with eye-catching captions. they will ask.” need help to give something back.”
SURVIVAL IN AN EVER-CHANGING MARKET
Liana Dinghile
Independent brand agency Dragon Rouge Liana admits that a brand takes time to de-frilling, digitisng, and now even down-
senior brand consultant,
has been shaping business identities for more develop. In an ever-changing industry, sizing,” she says. “However, brands will make
Dragon Rouge
than 25 years. Senior brand consultant Liana travellers need to know what to expect from sense of it all if they are smart about it.”
Dinghile has 10 years’ experience working on your company and trust you. Big advertising
travel brands including British Airways, Tui campaigns alone can no longer be relied upon. ■ To find out more about Dragon Rouge,
and Thomas Cook. “The market has sped up with such force, visit
dragonrouge.co.uk
15.01.2010 27
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