Lesson 1: How to Build a Successful Vacation Rental Brand
Wouldn't it be awesome to build a vacation rental "super-brand" and get tons of bookings?
When it comes to branding, it’s important that you stand out from your competitors, and that means sending a powerful message about what you bring to the table.
Before getting into your website, email, and brand initiatives that go along with them, it’s crucial that you know what your brand is all about.
If you don’t have a clear, concise description of your target market and value, it’s nearly impossible to keep your brand consistent across your website and other marketing collateral - and an inconsistent brand is an ineffective one.
This messaging is created throughout the best marketing teams, and they use it as a guidepost in all future marketing efforts. Many companies pay PR firms or marketing consultants thousands of dollars to help them construct this messaging, however I’m here to help walk you through the exercise.
In this module we'll answer these questions:
- Who is your target guest?
- What does your target guest want?
- What can you offer your target guest?
- What is unique about your rental?
- Why does your rental matter?
Step 1: Brand Positioning Exercise Brainstorm
The first part of the brand positioning exercise is just to come up with some initial ideas. To start, below are five individual questions to answer.
You can answer using a single sentence, multiple bullet points, whatever works for you!
The big idea is to get everything down on your computer/phone/notepad, then bring it all together afterwards, so put down what comes to mind.
FOR: Who is your target guest?
Get specific here. “People on vacation” is too broad to be useful. A couple examples:
- Couples looking to escape the city
- Active families on vacation
WHO: What does your target guest want?
What’s the opportunity or need in front of your target guest? What do they care about? What are they trying to achieve? What can you help with? Examples:
- Are looking for food tours, cooking classes lead by culinary experts
- Want to experience history and the stories behind the city or town