Note: The catgeory BOOK: AN ABSOLUTE MUST-DO is the full text of a book I wrote, on brand and marketing strategy. It's available on Amazon if you prefer a book you can touch, feel, and write on! While I've provided examples from the small businesses in the tourism industry, it's important to note that the concepts you'll learn about brand and marketing strategy are universally applicable and valuable for businesses across any industry.
Learn how to create a strong brand for your small business by focusing on customer experiences and word-of-mouth marketing. Discover the keys to success in the industry. Create a business, start advertising, watch the customers roll in. That’s the formula to start and then grow a tourism business. Right? At least that was your earliest assumption. […]
Discover the power of creating a remarkable business identity. Learn why different beats better and how your Brand connects customers with their aspirational identity, making them your lifelong advocates. Disneyland is a theme park. Essentially a collection of rides and experiences to thrill and excite you for the day. There are many theme parks around […]
Discover the importance of defining your ideal customer for your business. Learn how psychographics and creating an Ideal Customer Profile can help you make informed marketing decisions and create a stronger brand identity. There is a tremendous private property on the Bellarine Peninsula in Victoria, Lon Retreat. Gorgeous gardens. To-die-for location, close enough to hear […]
Understand the true meaning of a brand beyond logos and colors. Learn why building a strong brand is essential in today’s competitive landscape and how you can influence what your brand means to your customers. Explore real-world examples like MONA in Tasmania to see the power of brand commitment. More consumer choice means quality matters […]
Discover how a strong brand and strategy can make everything in your business easier, from attracting your ideal customers to guiding decision-making. Learn why starting with a strategy is crucial for long-term success in both brand and marketing efforts. A while ago, I heard an analogy that has been incredibly useful for sharing with clients […]
Understand the importance of defining your ideal customer in tourism and how it can make marketing and decision-making easier. Learn why focusing on a specific audience is crucial for differentiation and success in the tourism industry, and why obsessing over social media likes should take a back seat to understanding your ideal customer. By now, […]
Learn how a brand’s strategy, DNA, and personality are intertwined and essential for business success. Explore real-life examples like GoPro, The Whiskery, and Lark Distillery to understand how a well-defined brand strategy, emotional benefits, and a unique DNA shape a brand’s identity and resonate with customers. Discover the Brand Pyramid concept and how it helps […]
Discover why having a brand strategy is crucial for your business’s success. Learn how it provides clarity, direction, and focus for your marketing efforts and why it’s like having a game plan for a sports team. Understand that developing a brand strategy is a journey that leads to clarity and differentiation in a crowded marketplace. […]
Learn how to run a successful Brand Strategy workshop for your business. Discover key questions to ask about your organization’s past, present, and future. Understand the importance of involving key decision-makers and how these discussions lay the foundation for a unique Brand Strategy. Now is the fun part, running your Brand Strategy workshop. In the […]
Explore the importance of conducting market research to discover your business’s unique niche. Learn how to analyze competitors, differentiate yourself, and position your brand strategically. When writing a Brand Strategy for a business, my research is specifically aimed at achieving two things; to understand the market the company operates in, and, to see what others, […]
Learn the importance of finding your business’s One Word (or three) to define its unique Brand DNA. Explore how to identify trends in your Brand Strategy workshop notes and align them with your competencies and aspirations to find the perfect One Word for your brand. Businesses can and often do copy tactics. They will copy […]
Learn how to create Guiding Principles that translate your Brand Strategy into actionable guidelines for various business areas such as marketing, customer service, sales, and more. Discover how Guiding Principles help ensure consistent decision-making and align your business with its unique Brand DNA. There are three parts to your Brand Strategy. Your One Word (you’ve […]
Discover how to create a compelling Brand Strategy that aligns with your One Word and Guiding Principles. Learn how to distill your brand’s essence into a clear and impactful statement that guides decision-making and shapes your business’s character. When you have your One Word and Guiding Principles, you’re ready to start working on the Brand […]
Learn how to effectively adopt your Brand Strategy and make it a guiding force in your business decisions. Discover the importance of appointing a Brand Steward, encouraging candid feedback, and using your Brand Strategy as a filter for decision-making to ensure its long-term impact on your brand’s success. Imagine I gave you a Ferrari and […]
Learn how your Brand Strategy and Marketing Strategy work together to influence your marketing tactics. Discover examples of how Brand Strategy can shape your marketing efforts, from partnerships to messaging, and how to ensure alignment between your brand’s identity and marketing approach. If, to this point, you’ve done the work to reveal and document your […]
Dive into the importance of storytelling in marketing and how the StoryBrand framework can help you create compelling marketing messages. Learn to flip the script and make your customer the hero of the story, crafting messaging that resonates with their wants, problems, and aspirations. Discover the keys to successful brand messaging and the power of […]
Explore the importance of designing deliberate and exceptional customer experiences in the tourism industry. Learn how to use a simple framework to assess and improve your customer experience, with practical tips for creating a memorable journey for your guests. Discover how your Brand Strategy should influence every aspect of your customer experience design, from arrival […]
Learn how collaboration is a vital ingredient in the tourism industry’s success. Discover how partnerships and alignment with other tourism operators can enhance your brand, increase awareness, and contribute to the region’s narrative. Explore why the tourism industry thrives on a cooperative mindset and how every operator plays a role in fulfilling the region’s brand […]
Discover the straightforward formula for building a successful tourism business: customer clarity, a clear brand vision, designing a great experience, and collaboration. Learn why consistency is key and the importance of starting with a strategy for all your business decisions. So, there it is. The formula to build a rave-worthy tourism business is not complicated. […]
