Over a ten year period, Paul developed a series of brand values which enabled his business to reflect improvements
in service provision. The task almost broke him and his business. As most of us who have a successful brand
know well, it takes time and consistency to penetrate the market.
Regardless of the country, the tourism industry is highly competitive. Paul knew that he needed to introduce unique and innovative products to the business. For example, the business has become the preferred company for many Travel Agents and Airlines because of its overall consideration to customers needs, whether they were locals or international customers.This factor alone has become not only the hallmark of the service values of Paul's business, but of the
Before long, Paul used branding to develop perceptions of a corporate personality, offering customers a unique combination
of service elements and attributes, which served to set his business apart from the competition. In other words,
The branding process became a combined delivery and marketing tool of considerable strength. However, before identifying the business's brand values, we helped Paul and his team understand how brands generally appeal to consumers by:
The foremost brand value Paul created was to provide the best possible service at the best possible value by guaranteeing the customer that they were foremost at all times. After surveying his past customers, he discovered that they regarded his business as a distinctive, fun-loving and highly innovative business (not just a Tourist Operator) which was, and still is, admired for its qualities of friendliness, intelligence and integrity. In developing a distinct and memorable brand, it was important that the features and benefits provided by the products and services the Paul's business offered actually reflected the core values of his brand. In other words the brand values had to symbolise a level of quality which the business would build into the product itself, rather than on his personal contributions. This was a difficult feat for Paul as he was the business up until he had a heart attack and needed a month off work. He realised that replacing himself, and his image
in the business was imperative to continuing the success of the business.
The winning formula came when Paul put his money where his mouth is and implemented a media strategy to promote his brand, including television, newspapers, online, travel promotions and direct mail to build confidence in his target audience. Of course, he backed it up with exceptional customer service standards.
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