How to create Brand Guidelines: the ultimate guide for Travel Businesses

Whether you have just started your travel business or you have been running for some time, if you don’t have defined brand guidelines, or don’t know how to create brand guidelines, this is the article for you.

Brand Guidelines are, basically, a set of rules and standards that set the way that your business will be presented, internally and externally.

If you are not very familiar with the guidelines, and why is it so important to get them in place, I highly recommend checking out my previous article first – Why are Brand Guidelines Important for Travel and Hospitality Businesses.

In that article, I’ve dived deeper into the main reasons why brand guidelines is a must for any travel business that wants to dominate the market.

Brand guidelines can seem a little intimidating, especially if you haven’t had any experience with them before.

So we will break the process down into two main parts – brand identity and brand assets.

I will guide you step-by-step through both parts. By the end of it you will be able to create brand guidelines with your team – or direct a design agency with confidence.

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Why are Brand Guidelines important for Travel and Hospitality businesses

If you have started a travel or hospitality business with a serious intention to grow it sustainably, then you need to have a solid foundation that will support the growth.

The quality of your services and products is the first level. The next is how you treat your customers i.e. customer support and relationship.
These two levels are interlaced with another fundamental element – your brand.

Through your brand, you tell the story about who you are as a business, how you should be perceived, and what your values, mission and purpose are.
It is a component that ultimately differentiates you from your competitors. Strong brands lead to sustainable business growth, which is what you should aim for.

Whether you run a travel or hospitality business, every strong brand starts with precise brand guidelines, which you consistently follow and implement.

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Getting The Creative Process Right

Often the start of a project can be the most critical point, because it’s right here at the very beginning, in all of the excitement of a fresh new project, where you’re most likely to go wrong.

The temptation is to jump straight into the project – especially if you have an exciting idea in your head. Occasionally this will work out fine, and you will feel like a genius, with on-demand access to divine inspiration.

The other nine times out of ten, however, you will quickly start to feel lost in the project, and become overwhelmed, losing confidence in the approach you’ve taken. Eventually you are likely face a choice of whether to continue down this blind avenue, scrabbling around for ideas to salvage your original progress, or just start again from scratch, feeling thoroughly demoralised.

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The psychology of colours in branding

When it comes to branding and design, colours play a role far more important than simply aesthetics. Each colour has its own interpretation and meaning. By using the right colour combination we can set specific moods and evoke certain emotions. Additionally, we can encourage actions and ultimately create the right impressions.

There is a psychology behind each colour, and it is valuable to understand how to use them to our advantage. Colours in branding have a goal to present our brand, values and send the messages we want to.

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