Build YOUR OWN Brand, not your host agency's

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Build YOUR brand. NOT your host agency's

Question for you:

You want to become an "independent travel agent" (or you did already) to have 'your own business', right?

(Buying a "travel agency franchise" is a different story ... and it's NOT what I'm taking about here)

So, if you're building your OWN business ... shouldn't you be building your OWN brand?

Duuuh!

Ok.... obviously, you agree.

But, here's what happens in the majority of cases:

You decide to become a travel agent
You join a host agency
Your host agency gives you business cards with THEIR "branding"

Your host agency gives you a web site which looks exactly the same as the web sites they've given 500 other agents, and which promotes THEIR brand

Ouch!

There's actually a host agency out there that helps their agents get a discount on a car, and the car is "branded" with the host agency's logo. (By the way, their agents love this, and it's presented as a 'benefit' of their affiliation. - Good for them .......for the host agency, I mean)

At first, promoting 'mainly' your host agency's brand doesn't seem like a problem.

.. BUT...

Think about it this way:

What would happen if - for whatever reason - you decided to leave that host agency?

If all you've done is promote THEIR brand, their logo, their identity ... well... now you have to start from scratch in creating a new "brand association" in your clients' minds.

Most host agencies treat their "independent agents" as "independent sales reps", NOT as "independent business owners".

So, it's UP TO YOU to ensure that - if you join a host agency - you build YOUR brand.

Why is this so important?

Because the 'brand' is one of the most important assets for ANY business (just ask "Nike", "Trump", "Coca Cola", "Ford", "Apple").

No wonder host agencies use their agents to build the host agency's brand.

Let me say it again: as an independent travel agent you should focus and work smart to build YOUR brand, your "asset" .... an asset that can grow in value and which could actually attract buyers for your businesses in the future.

Obviously, I agree that you can benefit by using your host agency's brand in order to show your customers that are you are part of, that you are affiliated with a reputable travel company ..... but YOUR brand should always be the one that's more relevant to your clientele.

So, whatever you do ..... regardless of which host agency you work with: BUILD YOUR BRAND!

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