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Get your branding right and your activity business can reap the greatest rewards in the market, but get it wrong, and it can be the costliest mistake you will make. This post will give you some guidelines to establish a successful branding strategy for your activity business.

What is Branding? And Why is it So Important?

Branding consists of the elements that make your business stand out in the marketplace. Just investing in it is not enough - consistently evolving with emerging interests in marketing is equally important. Within every niche, we have a multitude of competitors grappling for the same market. This is where your brand comes into play – to convince this market that your services can deliver better experiences than your competitors.

Five Tips on Successful Branding

1. Research Your Target Market

By identifying your niche market, you can adjust your marketing efforts to impress a particular demographic. For instance, if you offer adrenaline filled activities, you might want to target the young adventurer market. Working with hoteliers in your region should help you identify the right audience.

2. Create a Clear Message Suited to Your Market

The products and services that you provide should be clearly communicated to your target market. What is the core message of our company? For example – are you an old activity operator with years of knowledge up your sleeve? Does it resonate well with your target customers? This could be your core message of your brand.

3. Why Are You the Better Choice?

Simply put, why should customers spend money on your activities? What is your unique selling point?
Construct a winning argument for your business, highlight your USPs, customer experiences and your offerings. Before you invest in a marketing campaign, test your new products in the market with promotional deals. If a good number of bookings come in, then you are in the right niche market!

4. Your Brand Name, Logo and Colour Matter

Many people mistake 'branding' to be all about the 'logo', but it's crucial to differentiate the two. Your visual identity is the first impression your customers receive. You want the logo and the name to carry the right colours and message to deliver the right impression. Keep a set of brand guidelines including colour tones to ensure consistent brand identity across all platforms, such as social media and brochures. A good practice is to invest in a professional Graphic Designer for this job.

5. Create a Sense of Community

Branding goes beyond the logo, colours and message. The overarching sense of branding is to create a sense of community among your target audience. Your brand represents how you interact with your customers, how you respond to their feedback as well as what you post on your Twitter. It is your public persona and is everything that your company believes in and strives to become.