There may be no single decision more personal to a travel advisor than whether or not to create their own brand. Many advisors aren’t looking to wear a marketing hat – or maybe they simply love the time and attention that their host agency pours into its own brand, making it an easy choice to stick with an existing brand. But others prefer to create their client-facing brand, allowing the advisor control over the holistic planning process from the social media presence to the planning process. Whether your goal is to create your very own brand or establish the one you’ve already made, Epperly Travel’s hosting program operates to help advisors scale their brands in a thoughtful and efficient way. Below are some of the tips that made our brand at Epperly what it is today:
IDENTIFY YOUR MISSION
To create a brand that’s separate from your hosts and all the other agencies and brands out there is an act of courage and grit. Unlike our over-extended succulent analogy that makes for pretty stock photos, a brand requires upkeep and dedication. If you know the why behind your brand, it’ll give you a reason to nurture its success.
OUTLINE YOUR GOALS
There’s a reason you want to develop a strong brand — and it’s not just because it’s the cool thing to do. Identify that reason. Is it to create a community of your clients? Are you building a brand so you can regulate the look and feel of the client experience? Be thoughtful about what a successful brand looks like to you and create your goals accordingly.
GET TO KNOW YOUR AUDIENCE
If we didn’t think the piece of moss with googly eyes might make you at least smirk, we wouldn’t have included it. Take the time to determine the audience you’ll be speaking to in your brand – what makes them think? What makes them laugh? What motivates them to engage with your brand?
CURATE YOUR VOICE
In order to speak with clarity and authority to your audience, it’s important to know the voice you’ll be using in your brand. Will you be using your face and voice as the client-facing brand or will you be using the company’s look and feel to inspire an entirely new voice?