A few weeks ago, I wrote a blog post all about travel agency branding — particularly your travel agency brand personality.
Your brand personality is the set of characteristics prescribed to your travel business brand. Developing a magnetic brand personality can help you attract your ideal clients and inject some life into your marketing copy.
After all, no one wants to work with a lifeless, boring, corporate-sounding travel company!
But how do you decide what your brand personality should be?
Well, I know a lot of travel agents work for themselves. So, it’s tempting to say that your own personality is your brand personality.
I’d say …. It’s not quite that simple.
For example, let’s say you’re trying to go after luxury clientele — but you’re not exactly rolling in the big bucks (yet!) yourself. Your ideal clients eat canapés on yachts. You snack on Cheetos on your couch (no shame in that, btw!!).
In this case, your unfiltered personality may not attract the specific clientele you want to work with.
Instead, use this nifty Venn Diagram to help you determine your brand personality:
The Travel Agency Brand Personality Formula
Your brand personality should be made up of the characteristics that you and your ideal clients share.
Not every personality trait you possess will appeal to your ideal clients. And that’s okay! You’re a multifaceted individual with an almost endless collection of unique personality traits …
… but your business isn’t.
To make the “voice” of your business stand out, it helps to focus on just a handful of characteristics to drive the tone and approach you take in your marketing.
So see where your own personality traits overlap with your ideal clients’ (which you figure out through researching your market — a.k.a. “spying” on your ideal clients).
If you work in the corporate travel space, it may be best to keep your devilish side — the one that’s always wise cracking and cussing — under wraps.
On the other hand, if you consider yourself a hopeless romantic, and you niche in honeymoon planning — then you better believe you should be playing up your romantic side!
The Venn Diagram approach works for travel agencies large and small. So whether you’re a solo-preneur or managing a handful of ICs, I encourage you to give it a try.
What’s your travel agency brand personality?
Can you think of 5 words to describe your brand personality, using the “formula” above? Brainstorm below in the comments!