Digital Strategy

October 5, 2023

How Brand Guidelines Can Save Your Business

Picture this: You’re planning a dream escape to a far-flung destination. You’re *oh so* excited, but there’s a catch – you have no idea where you’re going or how you’re getting there. The airline hasn’t sent your booking confirmation, the hotel remains undecided on its décor, and the tour guide hasn’t even begun packing. I don’t know about you, but this sounds like a recipe for chaos to me and an absolute nightmare, am I right?

Now, imagine your travel business (the one you worked so hard on to create) without brand guidelines. I doubt it would look far off from that chaotic holiday scenario. Without clear directions on how to represent your brand, your team, clients, and partners will be lost in a sea of inconsistency… but this could all be so easily avoided, I promise! Brand guidelines are your trusty roadmap to a successful travel business. Here’s how they can quite literally save the day:

1. They’ll save your team’s sanity

Ever witnessed your creative team arguing over which font to use on your website? Or your social media manager using a different colour palette or layout for every post? Brand guidelines come to the rescue by providing clear instructions on fonts, colours, and visual elements for your team to abide to. They’re like a design GPS, ensuring everyone is on the same path. No more lost hours spent on trying to ‘figure it out’.

2. They’ll save your followers from confusion

In the some-might-say crowded world of travel, your brand identity matters more than ever. Without brand guidelines, your followers might wonder what your travel brand even stands for, what your vibe is and who it’s actually serving. Consistency in messaging, visuals, and tone ensures that your audience recognises and trusts your brand.

3. They’ll save you from endless revisions

It’s probably not hard to imagine the never-ending back-and-forth emails with agencies and freelancers who design your marketing materials or work with your brand. A clear set of brand guidelines provide everyone with a reference point, reducing the need for constant (and quite frankly, irritating) revisions. You’ll save time and resources, allowing you to focus on what truly matters: creating exceptional travel experiences.

4. They’ll save your reputation in the media

Isn’t it every business owners dream to get their baby featured in a prestigious magazine (my choice would be Condé Nast Traveller), on a popular travel blog, or shouted out by the very best content creators? Imagine finally securing an epic feature and the first thing you see is outdated branding and a mission statement that no longer aligns with your values? Brand guidelines ensure that your representation remains consistent.

5. They’ll save your sales team from brand confusion

You might say your experienced sales team are your most valuable asset. They’re certainly the frontline of your business, building relationships and communicating with clients and bookers on the daily. Without brand guidelines, they might inadvertently send out unbranded or confusing communications. I can’t tell you how many times I’ve seen travel agents sending out random documents where they’ve dropped a low-res logo over a fussy image. Clear guidelines on messaging and visuals empower your sales team to represent your brand accurately and professionally. It’s worth providing them with any and all assets yourselves, rather than relying on them to create their own.

6. They’ll save you from awkward conversations

Have you ever cringed when you saw your branding misused by suppliers or tourist boards? I know I have! Brand guidelines provide a set of rules for partners to follow, ensuring that your branding remains intact. This saves you from uncomfortable conversations and maintains the integrity of your brand. You should always ask them for their own brand guidelines too, so you can be sure your brand aligns, and you’ll be clear on how to use logos and fonts in synchrony.

In the dynamic and competitive world of travel, having well-defined brand guidelines isn’t just a luxury; it’s a necessity. I’ll say that again; it’s a necessity! They are your compass, your lifeline, and your life-saver against brand chaos. Your business can begin confidently navigating the vast landscape of opportunities and adventures, ensuring that your unique identity shines through, no matter where your journey takes you.

So, if you haven’t already, now is a great time to create or revisit your brand guidelines. Your business’s success and reputation may very well depend on it and I would be so honoured to help you.

Drop me a message to discuss my affordable brand guidelines options today.