Branding: Standing Out in a Crowd

What makes you different from any other travel provider?

If your service seems the same as that of any other travel counselor, clients are unlikely to remain loyal to you. It’s easy to get lost in an industry filled with professionals selling similar products. The challenge is to stand out from the crowd.

To do that, you must establish your brand, and that includes building a firm foundation through your education. Earning your industry-recognized certification through The Travel Institute is a critical component of increasing your knowledge, your credibility, and your marketability.

In fact, as we stated in last week’s article, CTA, CTC, and CTIE certifications equal more sales and more money. And we want to help you achieve the highest standards of knowledge—along with helping you make more money—by offering a 50% Certification Scholarship opportunity (expires July 31). Use this form to apply. 

A quick calculation can illustrate the return on your investment. For example, with a scholarship, the investment for the CTA is $250. Let’s say the CTA taught you how to improve your customer service skills, which resulted in a referral. You also learned the value of offering travel insurance. Now, that referral turned into a $3,000 booking with an 8% commission, plus a $200 insurance plan with an additional 15% commission.

$3000 x .08 = $240
$  200 x .15 =   $30
Total $        =  $270

You made $270, and it cost you $250. You made a 12% return on your investment in CTA. The average stock market return over time is about 10%. And remember that CTA tuition is a one-time payment. Imagine your ROI with multiple bookings over several years. You are a rockstar!

But it doesn’t stop there. With a more recognized professional brand, you can cast your net among potential clients, your peers, and your suppliers and expand your circle of influence. For a deep dive into practical tips for doing just that, register NOW for the FREE webinar, Increase Your Circle of Influence, presented TOMORROW, July 28, at 3:00pm (EST) by Kim Specht, CTIE.

Creating your brand is critical to your success. And who better to advise you than your colleagues?

Fredi Helton, CTA, CTC, CTIE, of Dallas Travel, states: “As you are defining your brand, remember the WOW factor. Incorporate what will make your services different from the others. In his best-selling book, Purple Cow—Transform Your Business by Being Remarkable, Seth Godin compares marketing to driving past fields of cows. At some point, no one notices the cows are there…but, if there was a purple cow, that would attract interest. ‘In a crowded marketplace, fitting in is failing. … [N]ot standing out is the same as being invisible.’”

So, Fredi says, “Be a purple cow.”

Jennifer Doncsecz, CTA, CTC, CTIE, VIP Vacations Inc., says: “My credentials have added to my credibility and are a cornerstone of the VIP Vacations brand of professionalism and expertise that clients have come to expect!”

Becky Gillespie, CTA, CTC, ForLoveOfTravel.com, asks: “Who are you? Can you give a succinct description of the values and attributes of your business—who you are and why you exist? If you find this hard to do, chances are, your clients do, too. The idea of cultivating an image you want your business to convey to others is called branding. It defines who you are and what sets you apart from others.”

Becky also describes several key ways creating a brand can benefit you as an independent travel consultant.

Five Benefits of Branding

1. It builds recognition. People feel most comfortable doing business with companies familiar to them. You can build a uniform brand through your logo, tag line, marketing materials, and interactions with people. Use a consistent image in all these areas as you convey the message of who you are.
2. It builds uniqueness. Branding your business is the key to letting potential customers know what makes you unique from the myriad other options available. You may offer the same cruise as another agent, but your brand and what it represents resonates with clients, causing them to choose you as their travel agent over all others.
3. It sets expectations for your client and creates trust. Keeping your brand promise builds your reputation and creates happy clients.
4. It helps generate new business. You want to leave an indelible impression on your clients, so, whenever someone asks them about travel, you are the first person who comes to mind. And having a strong brand will allow you to target and attract new customers.
5. It helps you focus your marketing efforts, so you are spending money only on campaigns that align with your brand message. It also gives you the freedom to turn down marketing opportunities if something does not align with your brand.

Great advice everyone! Go be the purple travel consultant—be different and BE YOU!