Branding for small and medium touristic business

Self-study guideline for owners, managers and marketers of small and medium companies working in the area of tourism and hospitality.

Authors:

Dmitriy Tin  – idea and source materials.
Andrey Tin  – text, editing, mathematics and testing.

Number of pages: 62

Importance of studying branding

Branding takes the position of important element in the system of online promotion of small and medium businesses in tourism and hospitality.

This is related to the fact that traditional and obvious methods of online promotion have reached the limit and became ineffective in the modern competition in the area of tourism. There are several reasons for this: banner blindness, lack of trust to advertising from the audience, growth of competition on the internet space and so on.

One could try to use old fashioned methodology of website promotion or page in a social network, but this would not have much potential to lead to successful results. Systematic online promotion of any business becomes more relevant and, in some sense, mandatory. This is where building a brand in the correct way comes into play.

Solid and respectable brand allows to stand out on the online comparison field. This lets a given company to take strong and stable positions on the market, retaining regular customers. Moreover, correct branding impacts the level of incoming employees, decreases staff turnover and saves resources on educating and training staff members.

Unfortunately, a lot of touristic companies, especially small and medium ones, underestimate the influence of a brand on stability and profitability of their businesses. Mainly, this is caused by lack of knowledge about branding or lack of skills to correctly build a strong brand.

The aim of writing this book

This book allows to fulfill the vacuum of knowledge and skills, allowing stakeholders in tourism to learn basics of branding without exhausting search of valid information on the internet.

Understanding the proposed material and careful analysis of examples will allow any owner of a business or marketing manager to correctly build the brand of their enterprise. This includes systematic approach to build each element of a brand and to track its performance online.

This book is useful for those planning to develop their brand and also for those planning to hire specialists for this task. The reason is simple: understanding concepts described in this book would help to determine tasks correctly and clearly, which would then be passed to the hired team. Further, it would make it easier to control their work.

The structure of the book is designed in such a way that it is easy to read over a few evenings, but contains priceless benefits on enrichment of horizons of knowledge and gaining important practical skills for owners and marketers of any touristic organization. Emphasizing development of online reputation of a given brand, this book gives instruments to achieve the most important goals in the modern competitive reality.

We are certain that this book is the best instrument to familiarize one with branding for small business in the area of tourism. Our team has carefully chosen the most necessary and valid materials, extracting the main ideas in simple and understandable language.

Moreover, the book contains links to variety of free online services tested by us, which would certainly be handy for building and improving any brand.

Finally, we have developed enumerative indices that allow to determine how correctly one promotes a brand. The usage of indices is very simple and comes with the instruction on how to do it in practice. Together with the electronic version of the book, customers get ready to use template (in the form of Excel file) for calculating the indices.

Brief contents:

Chapter 1. Brand and its elements – from naming, logo and slogan to the voice of the brand and its mission. Contains examples from real life.

Chapter 2. Building online reputation. This is mandatory step. Branding would not work with this.

Chapter 3. Tracking online reputation. Regular and consistent monitoring is important for evaluation, understanding and control of how reputation of your brand is being shaped.

Chapter 4. Sustainability and ecological friendliness of a brand. Simple tricks and tips are discussed here. These tips are suitable for any company to improve their reputation in this direction. It is worth noting that this important element nowadays, especially in tourism.

Chapter 5. SEO and content marketing as elements of brand. This chapter shows impact of a brand on positions in results in search engines, alongside with the ways to objectively control brand requests on Google and Yandex.

Chapter 6. Surveys and researches. This chapter discusses realization of simple methods to conduct small researches in this direction.

Chapter 7. Rebranding. Rebranding is a powerful tool required in some situations. One needs to be careful, as this is not always beneficial step for a brand. In this chapter we look at several successful and several failed examples of rebranding that took place in real companies.

Chapter 8. Measuring popularity of a brand and monitoring statistical parameters.

Chapter 9. Conclusions

Purchasing the book

Currently, we offer 4th version of the self-study book. Book, consisting of 62 pages and 2 Excel files with templates is sent in electronic version on the user’s email after the payment.

The final price is 9 Euros, including taxes.