The 7 Most Powerful Brand Touchpoints to Help You Book More Travel Clients.
In the world of luxury travel advising, where personal connections and impeccable service reign supreme, crafting a strong brand strategy is paramount if you want to attract the type of clients that you want to work with!
Here’s the thing: A brand isn't just about a logo or colour palette; it’s the emotions it evokes. The things that aren’t obvious like your story, your messaging and your overall aesthetic. But what’s really important is making sure this is consistent across the customer journey!
To truly stand out and build lasting recognition and loyalty, it's essential to pay attention to your brand and its’ consistency over different touchpoints - those crucial moments where your clients interact with your brand.
What’s a brand touchpoint?
A brand touchpoint is any interaction between your brand and your potential clients. Each one of these touchpoints is a moment of opportunity—a chance to reinforce your brand, build trust, and guide your clients toward hiring you or long-term loyalty.
Every interaction needs to reflect your brand’s aesthetic and promise consistently and meaningfully. This consistency ensures that your clients feel confident in their decision to choose you over anyone else.
For example, you don’t want your website looking hugely different from your client proposals. These are both crucial touchpoints - where your client is considering hiring you - and if there is a branding disconnect this is not only going to look jarring, it’s going to say to them that you are not consistent and start putting doubts in their minds.
I see this so often and some small changes here can mean the difference between a client booking with you or going elsewhere.
So, here are the 7 of the most powerful touchpoints - that are sometimes overlooked - and could mean the difference between winning of losing a client. FYI - To show how impactful this is, I’ve also reference some data!
Ok, let’s dive in…
1. Your Instagram Feed - Your Digital Handshake
Love it or hate it, social media is an integral part of brand awareness.
Your Instagram feed is a dynamic and exciting way to showcase your business. Yes, the algorithm may keep us on our toes, but the reach and opportunity it offers to connect with potential new clients cannot be ignored.
60%
of people say they discover new brands on Instagram.
Ensure each post aligns with your brand's tone of voice, messaging, and aesthetic. Although you’re unlikely to get clients directly from an Instagram post, this might be where they first find you and interact with your brand.
(If you’re looking for some lush new templates to use, I have some gorgeous free templates for you here.)
2. Website - Your Virtual Shop Window
Ok, tough love: If you don’t have a website or your website doesn’t truly reflect your brand, you are going to run into some BIG conversion problems. Huge.
Consider your website as the virtual shop window of your business. It's often the first real interaction potential clients have with your brand.
They are considering your services at this point and so aligning the branding across all pages to tell your story cohesively, builds a connection that converts visitors into clients.
A professionally designed and branded website is non-negotiable for a business serious about making a lasting impression and converting visitors into paying clients.
75%
of consumers judge a company’s credibility based on its website design.
3. Call to Action (CTA) Stage - Where Interest Turns to Action
This is when your potential clients decides to take action, whether it's booking a consultation call or contact you for more info, the CTA stage is crucial.
If you are using a third-party scheduling platform like Calendly or Dubsado, ensure that this aligns with your brand, providing a seamless transition from interest to action.
A seamless, branded experience at this stage increases the likelihood of conversion by up to 42%. (HubSpot).
4. Client Proposals
Your client proposals are the gateway between a lead to a client and a great opportunity to extend your brand messaging and the benefits of your services. And it's not just about the content & all the amazing benefits of hiring you; the presentation matters. A well-branded proposal adds credibility but can also increase client acceptance rates by up to 26% (PandaDoc).
5. Client Onboarding
So, your client has accepted your proposal. Whoop!! Don’t forget to capitalise on this moment by ensuring every touchpoint in the onboarding process, from contracts to welcome emails, reflects your brand.
Consistency here reinforces the trust and can increase client retention by 50% (Wyzowl). It also sets the stage for a really positive client experience!
6. Invoices and Payment Page
Even the seemingly mundane touchpoints, like invoices and payment pages, offer an opportunity to reinforce your brand. A well-branded payment process adds a touch of professionalism and contributes to the overall cohesiveness of the client journey.
Did you know that clients are 3x more likely to pay on time when invoices are branded?! Insane.(FreshBooks).
7. Client Service/Experience
Elevate your brand by going the extra mile in customer service. Surprise and delight your clients with branded goodies or personalised gestures. These small touches not only enhance the overall experience but also contribute to building a strong and memorable brand.
This is also a GREAT way to get client referrals, which, in case you didn’t know is the fastest way to get new clients!
And incase you didn’t know, 86% of clients are willing to pay more for a better customer experience (PWC).
In the competitive landscape of luxury travel advising, strategic attention to brand touchpoints is a game-changer. If you would like me to review your complete customer journey, check out my BrandVOYAGE service. It could be the intervention your business needs.
