Building a brand

By LBV

11 Nov 2009

Once upon a time you’d see a name of a product or company and that would be enough to make you book a room, visit a restaurant or buy a product.

Today we are so much wiser, well networked and have access to a range of broad opinions on performance and customer satisfaction.

A brand still holds the key to success and the route to that successful brand is one the tourist board and a specialist brand developer are currently exploring.

Following these important steps, could help you uncover your brand and help focus your tourism business:

Exploration – Be honest and look closely at your own business, fully explore your strengths and weaknesses, research other similar businesses and the opinions of your customers (and potential customers). A specialist brand developer is likely to conduct a 360 degree exploration of your brand, to uncover brutal truths and emerging trends but will then help you work out exactly where your brand could go.

Tip: You may be able to do this yourself but a specialist, without a personal investment in your company, will inevitably provide a more candid and ultimately more useful evaluation.

Visioning – Once you know where you are heading it’s time to create a clear, concise and easily understandable
brand vision. A useful dictionary definition explains it as ‘a mental image of what the future will or could be like’ or, for this purpose, being able to ‘see’ the best possible future for your business; what you’ll be doing, who you’ll be doing it with, who in your team will deliver your activities and even how you want your customers to feel. But, most importantly, it should be a vision that you, your colleagues and staff can really ‘own’. After all, they need to buy into that vision in order to articulate it persuasively, even passionately.

Tip: Create a ‘brand team’ from staff throughout your business to input into the process. They will become ambassadors for the vision and will help secure ‘buy in’.

Alignment – Finally your new brand must be embedded throughout your business and that’s not just about logos on stationary and signage. If part of your brand vision is to be ‘green’, your brand needs to be evident in your linen and soap, your locally grown food or robust energy policy. Each time you veer ‘off brand’ you weaken the power of your message. The whole business must deliver the promises it has made in the brand vision for it to succeed and for you to reap the benefits.

Tip: Write the vision on the wall where all staff are reminded of the promises you have made to your customers.

Mike Wilkinson is the chief executive of the Lancashire and Blackpool Tourist Board
 

Enjoyed this? Read more from LBV

Latest news

1

Sharp increase in number of Lancashire firms in financial distress Chris Lawton

Sharp increase in number of Lancashire firms in financial distress

22 Jul 2024

2

BAE Systems unveils concept model of new Tempest aircraft Tempest Concept

BAE Systems unveils concept model of new Tempest aircraft

22 Jul 2024

3

Is a phased retirement right for you? John Addis Amber River

Is a phased retirement right for you?

22 Jul 2024

4

Chorley Group expands operations in Blackpool Chorley Group Blackpool

Chorley Group expands operations in Blackpool

22 Jul 2024

5

New star announced as excitement builds for iMep Music Festival Irish singer songwriter Cian Ducrot. Credit Holly Whittaker.jpg.jpg

New star announced as excitement builds for iMep Music Festival

22 Jul 2024

Bec Web Strip 980x120
Background image for hub sign up block

LBV Hub

Leverage Lancashire Business View platforms

Post your news
Post your events
Post your offers
Build your network
Improve your SEO
Gain coverage in the magazine
Sign-up
Events
Lancashire Built Environment Conference
BEC 315 X 315 Px
Networking
25 Sep 2024

Lancashire Built Environment Conference

Conference and Exhibition Centre, Winter Gardens Blackpool, FY1 1HL

08:30 - 13:00

RISE - The Academy for Female Leaders and Managers
WENDY BOWERS RISE Illustrstion copy.jpg.jpg
LBV Hub Seminars
11 Jun 2024 - 04 Dec 2024

RISE - The Academy for Female Leaders and Managers

East Lancashire Chamber of Commerce, Clayton le Moors, BB5 5JR

09:00 - 16:30

Preston Freelancer MeetUp and Coworking Day
Screenshot 2024-06-13 at 13.55.10.png.png
LBV Hub Networking
30 Jul 2024

Preston Freelancer MeetUp and Coworking Day

Society1 Coworking Space, Preston, PR1 3LT

10:00 - 12:00

Skills Bootcamp in Procurement - Cohort 1
Blue-Modern-Land-Travel-Youtube-Thumbnail-2-1024x576.png.png
LBV Hub Seminars
30 Jul 2024 - 08 Oct 2024

Skills Bootcamp in Procurement - Cohort 1

Community & Business Partners CIC, Blackburn, BB2 3UA

09:30 - 13:00

Scaling your revenue: From zero to £1m in 60 months
CBP-logo LBV.png.png
LBV Hub Webinar
31 Jul 2024

Scaling your revenue: From zero to £1m in 60 months

Online, Online, Online

08:00 - 09:30

Chamber Breakfast Networking
Chamber Logo1.png.png
LBV Hub Networking
31 Jul 2024

Chamber Breakfast Networking

Pye Motors, Morecambe, LA3 3PF

08:00 - 10:00

Online Women's Health Clinic
clinic.png.png
LBV Hub Webinar
06 Aug 2024

Online Women's Health Clinic

x, Online, x

12:00 - 12:00

International Coworking Day Open Day
1.png.png
LBV Hub Social
09 Aug 2024 - 09 Aug 2024

International Coworking Day Open Day

Society1 Coworking Space, Prestin, PR1 3 LT

10:00 - 13:00

Knowledge & Networking: Basic Digital Marketing
Chamber Logo1.png.png
LBV Hub Seminars
12 Aug 2024

Knowledge & Networking: Basic Digital Marketing

Lancaster Golf Club, Lancaster, LA2 0AJ

14:00 - 13:00

Understanding Menopause
menopause.png.png
LBV Hub Webinar
15 Aug 2024

Understanding Menopause

x, Online, x

12:30 - 13:15

Sub36 Networking Event - The Bee Centre
Sub36 Socialbee Centre
Networking
15 Aug 2024

Sub36 Networking Event - The Bee Centre

The Bee Centre, Chorley, PR6 8LZ

15:00 - 17:00

Mini Networkers - Family Fun Morning
CBP-logo LBV.png.png
LBV Hub Networking
16 Aug 2024

Mini Networkers - Family Fun Morning

Community & Business Partners CIC, Blackburn, BB2 3UA

10:00 - 13:00

Advertise with us

Reaching 50,000 members, our print, digital and event platforms offer a fantastic way to raise your business profile and help you grow.

Find out more LBV116 Online Graphic
Subscribe now

Weekly news bulletin