Implementing an integrated, unified brand identity for a destination or resort may require more than an instruction manual. That’s why we recommend creating a ‘brand toolkit’ whenever launching or repositioning a travel brand. Like a craftsman’s tool box, the brand toolkit contains resources that marketers or designers can draw upon when creating internal or external communications.
The toolkit is a collection of electronic art files, including logo graphics, web elements, icons, patterns, textures, photographs, maps, or almost any visual elements that have been created in support of the brand identity. Delivered on a CD or DVD along with the brand guidelines, these files help designers execute the identity consistently, and save time by eliminating the need to recreate graphic elements of the brand. Depending on the scope of the identity development, the toolkit may contain just logo art work and related elements or complete design files for corporate identity programs, stationery, ad formats, signage and more.
The Brand Czar
The ‘Brand Czar’ is the keeper of the brand vision, the overseer of all brand communications and identity executions. Whether this is a full-time position or an honorary title assigned to a member of the marketing team, depends on the destination. A large organization with a high-volume communications, multiple locations or disparate operations may require a person dedicated to this position. At a smaller resort or attraction, it may be an informal role assumed by someone close to the branding process. This role is important for the consistency of the brand identity and clarity of the messaging, especially at the initial launch or repositioning of a brand. The Brand Czar needs to build awareness of the brand position across the organization, monitor interactions with customers and coach frontline staff on behavior and expectations.
The Brand Czar is responsible for:
- Communicating the brand position and promise of value;
- Translating the brand personality for expression in any medium;
- Enforcing brand guidelines for consistent graphic identity; and
- Recognizing anything that’s out of character or off-brand.