Why brand consistency matters
Wednesday 26 Apr 2017
Modern branding goes beyond the obvious elements, like advertising and websites, and reaches right into the heart of a company’s identity. A brand isn’t just what you do, it's who you are and what you stand for
According to award-winning branding agency and Luxperience partner Tiny Hunter, every customer touchpoint, every item of communications collateral, every interaction that someone has with your business should embody your brand. Brand consistency builds trust, shows dependability, eliminates confusion, and reinforces identity.
How to do it? Have clear brand guidelines that cover every element of your business from the tone of voice to employee conduct. Educate everyone in your business, no matter how junior, on the brand identity and ensure that they embody this in every aspect of their job. Finally, remember that everything matters – there is no such thing as ‘too small’ when it comes to defining your brand.
This year, we’ve been drilling down on what the Luxperience brand means to us and to you, our Lux Community. With other prominent travel trade shows taking place around the world, we need to focus on what makes us unique and unmissable. As influential author David Foster Wallace would say, we think of ourselves as the ‘anti rebels’. We believe in the tradition of classic, sophisticated luxury, which permeates throughout our entire industry. While it’s important to follow new trends and emerging destinations, this essential understanding of luxury remains at the core of what we do. We recognise and strive for quality, authenticity and uniqueness.