A strong brand identity is important for any company. For travel brands, it can be a great tool to help build brand recognition, loyalty, and a sense of industry expertise.
However, many travel businesses make critical branding mistakes that weaken their market position and leave them struggling to connect with their audience. As a brand agency specialising in creating effective travel brand identities, we’ve seen this firsthand.
From our experience in the sector, here are the five most common mistakes travel brands make when developing their brand identity and, more importantly, how you can avoid them:
1. Inconsistent branding
Some travel brands have inconsistent visuals, messaging, and tone across different platforms. A company’s website might use one colour palette and typography, while their social media channels follow an entirely different aesthetic.
This inconsistency creates confusion and dilutes the brand’s identity, and can mean your business doesn't build brand recognition and trust.
How to avoid it
Develop comprehensive brand guidelines that outline the specific rules for using your visual elements. Ensure these guidelines are accessible to all team members and partners. Regularly audit your brand's visual presence across all platforms to identify and correct any inconsistencies.
Invest in professional design services to create a cohesive and visually appealing brand identity that reflects your brand's values and personality.
2. Generic photography and visuals
One of the most prevalent mistakes is relying heavily on generic stock photography. While convenient, these images often lack authenticity and fail to capture the unique essence of your brand or destination.
Travellers crave genuine experiences, and generic imagery can create a disconnect, leaving them feeling underwhelmed and skeptical.
This can also extend to your overall visual design with uninspired logos, and generic taglines like “Explore the World” or “Unforgettable Adventures.” These don’t create a unique and memorable brand presence.
How to avoid it
Invest in original, high-quality photography and videography. Showcase real travellers experiencing your offerings, highlighting the unique aspects of your destinations and services.
You can consider collaborating with local photographers and videographers who can capture the authentic spirit of your region. Or, embrace user-generated content (UGC), encouraging travellers to share their personal experiences through photos and videos.
Develop a unique visual identity with distinctive color palettes and design elements that reflect your brand’s personality. Use bespoke typography and a meaningful logo that differentiates your brand from competitors.
3. No unique value proposition
Your brand exists because you can offer something others can’t. But sometimes, travel businesses don’t adequately and effectively communicate this value proposition in their identity and communication.
Travellers need to understand what sets you apart and why they should choose your brand over others. A strong brand identity should clearly articulate your unique offerings, values, and target audience.
How to avoid it
Start by conducting thorough market research to identify your target audience's needs and preferences. Define your brand's unique value proposition and communicate it clearly through your visual identity and messaging.
Working with a brand agency, develop a compelling brand story that resonates with your target audience and highlights your unique strengths. Showcase customer testimonials and reviews to build trust and credibility.
4. Lack of emotional connection
Unlike many industries, travel brands are allowed and even encouraged to find and touch on people's emotions. Many travel companies focus too much on logistics, like pricing, destinations, and itineraries, without tapping into the emotional reasons people travel. Travellers aren’t just booking trips, they’re looking for experiences, personal growth, and unforgettable memories.
Visual elements, such as color palettes, imagery, and typography, can evoke specific emotions and create a memorable brand experience
How to avoid it
Understand the emotional needs and desires of your target audience. Then, choose visual elements that resonate with their emotions and create a sense of connection. Use emotion-driven storytelling in marketing materials, highlighting real customer experiences and transformative travel moments.
Craft messages that connect with the traveller’s desires, such as adventure, relaxation, discovery, or connection with loved ones. You can also use UGC to showcase real traveller experiences, making your brand feel more authentic and relatable.
5. Poor digital experience
Part of your brand’s strategy should be how to effectively portray your brand identity through your website and user experience (UX). A weak digital presence, like a slow-loading website, clunky booking system, or outdated social media strategy, can harm a travel brand’s credibility.
This also includes your website’s mobile responsiveness as a website or app that is not mobile-friendly creates a frustrating user experience, leading to lost bookings and negative brand perception.
How to avoid it
Your website should be visually appealing, mobile-friendly, and easy to navigate to provide a seamless user experience. Additionally, investing in search engine optimisation (SEO) and content marketing is essential for improving your brand’s online visibility. By optimising your website for search engines and creating valuable content, you can attract more organic traffic and reach a broader audience.
Social media also plays a crucial role in building a strong digital presence. Using storytelling and engagement strategies can help you foster a loyal online community, increase brand awareness, and create meaningful connections with your audience.
Building a strong brand identity
Building a strong brand identity isn’t just about having a great logo or website, it’s about crafting a cohesive, memorable, and emotionally resonant presence that inspires travelers to choose your company over competitors. By avoiding these five common mistakes and implementing strategic branding practices, travel companies can create a lasting impact in the industry.
Are you interested in a new brand identity or want to improve your existing one? With our extensive experience in the travel and leisure industry, Boost Brands can help. Contact us today to discuss your business.
