This week, I’m reflecting on our new brand and why we are so excited about the next chapter. I want to share the branding journey with you to highlight the lessons we learned along the way. I hope that our story will inspire you and give an introduction to our new company and the philosophy behind it.

What You Will Learn in This Episode:

• Why we decided to merge two brands, and how the Travel Alliance Partnership will be an economic development partner for destinations
• What the rebranding process involved, including workshops, visual mapping, and merging of brands
• Why embracing “cathedral thinking” is important and the impact of building projects for future generations
• Strategies we used to roll the new brand out and the importance of building a lasting brand foundation
• How involving employees early in the branding process fostered a sense of community and shared knowledge within the team

Community Collaboration and Partnerships

I want to talk a little more about the significance of community collaboration and partnerships in the growth of the travel industry. Travel Alliance Partnership is committed to supporting economic growth and prosperity within the communities we serve, and we live out our core values of collaboration and the impact it can have on the overall success of businesses within the industry.

I shed light on why we merged the two brands into a single entity with distinct service pillars to reflect our strategic approach and our commitment to creating a cohesive brand architecture.

Cathedral Thinking and Lasting Brand Foundations

I talk more about cathedral thinking, emphasizing the importance of building projects and brands that leave a lasting impact on future generations. Our forward-thinking approach aligns with the Travel Alliance Partnership’s vision of creating a community based on collaboration and innovation.

Empowering Employees

The significance of involving employees early in the branding process cannot be underestimated. By encouraging team members to share company milestones and stories, we foster a sense of shared knowledge and unity among employees. During the rebranding process, it also became clear that we had scope to add capacity to the team by creating a new position, director of strategic partnerships, who could help us continue to build long-term relationships and expand our capabilities.

Resources:

• Creating Your Authentic Brand Story, with Karley Cunningham
• Strategies for Fostering Meaningful Connections in the Workplace, with Nicole Mahoney

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