1. Decide what your brand is and isn’t.
Every successful travel brand needs a consistent voice and style that complements its creator’s goals and audience. This is more than just good grammar and a cool logo (although that’s a large part of it too).
You need to write a manifesto. That manifesto should contain your brand’s mission statement, the varying personas in your audience, what those personas will gain from your brand and a detailed style guide. Mailchimp’s style guide is the holy grail, start there. And if you’re confused at the thought of personas, check out Buffer’s Complete Beginners Guide to Marketing Personas.
Basically, ask yourself questions like: who is my audience? How do I want to make my users or readers feel? How do I want to talk to them? What are three words that describe my brand and three words that don’t? Then jot this all down in a concise and easy-to-read document. Sure, things will change and shift in a brand’s lifetime, but having a company guide to fall back on and share with others gives clear direction.