What is a Brand?
Similar to how humans brand themselves through their names, presentation, and character traits, vacation rental business create logos, colors, fonts, and styles to represent their unique attributes. A brand should be consistent and reflective of the experiences you offer. Once customers become accustomed to associating your brand with such positive expectations, a brand evolves into an impeccable marketing tool.
However, in order to establish consistency, consider what you would like your vacation rental business to evoke. For example, if your properties are family-friendly you could incorporate bright colors to excite adults and children alike. Or, if your properties are a natural getaway, you could represent relaxation and peace with your brand.
Why Brand Your Vacation Rentals?
1. A Brand Sets You Apart
With an abundance of private rental homes available on Airbnb, VRBO, and HomeAway, vacation rental management companies must ask themselves, “What makes us different?” The answer—a brand. A beautiful, consistent brand represents the identity of your business and attracts customers. Plus, a brand name will communicate the unique qualities and highlights of your vacation rentals. The best way to set yourself apart is to get involved with niche marketing.
2. Niche Branding—There is a Niche for Every Travel Itch
NICHE 1: Beach Area Vacation Rentals
Are you looking to escape long, cold, snowy winters? Does the sound of rolling surf give you that ahhh feeling?
NICHE 2: Family Focused Vacation Rentals
Family focused vacation rentals cater to families who want a “home away from home,” with children’s needs met.
NICHE 3: Outstandingly Located Vacation Rentals
Are you the type of traveler who is less interested in where you sleep–and more interested in where you go?
NICHE 4: Event & Retreat Vacation Rentals
Retreats, destination weddings, reunions, and events made memorable by vacation rentals well-suited for groups.
NICHE 5: Super Romantic Vacation Rentals
Love is a many splendored thing–Love is Like Oxygen–Up Where We Belong–All You Need is Love–songs of love.
NICHE 6: Ultra-Luxurious Vacation Rentals
A luxurious vacation home is an indulgence that provides pleasure for the traveler for an unforgettable experience.
NICHE 7: Unusually Unique Vacation Rentals
You are not ordinary and you know it. As a creative person, you need the stimulation of the unique and unusual.
NICHE 8: Vacation Rentals for the Sports Enthusiast
Are you an athletic person who wants to be physically challenged? Is vacation your time to enjoy sports you love?
NICHE 9: Vacation Rentals for the Wine Connoisseur
Enology has been an art for centuries. An explosion of vineyards has made a niche for the wine connoisseur.
NICHE 10: Value Conscious Vacation Rentals
On a budget, but want a special vacation? The Vacation Rental Travel Guide unveils the secrets of reasonably priced, high-value vacation rentals.
3. The Business Personality of Your Brand
Considering a brand is also a business’ identity, you must determine the message, experience, and expectations your brand should convey. Brand names could be descriptive such as “Beachside Getaways,” personal like “Garrett Realty,” or stand-alone similarly to “Two Casitas.” Your logo should also remind guests of the positive experiences your vacation rental business maintains.
4. Make Your Brand Iconic
Define your brand objectives to help create the image of your vacation rental management company. A brand should be unique, recognizable, and memorable. The goal is for first-time and return guests to create positive associations with your brand and therefore, your company. Branding done right will is an effortless source of business. A great example of good branding is Nike’s “just do it” slogan.
5. Market Your Vacation Properties By Leveraging Your Brand
A vacation rental brand should consider recognizability, coherent color schemes, as well as simplistic designs. Consequently, your brand will be an asset to marketing your properties. A small, yet thoughtful logo could accent property photos, online ads, printed averts as well as your website. Good marketing will only bring further inquiries and direct bookings.
6. Vacation Rental Brand Builds Loyalty
As you coincidently provide guests with an easy booking system, exceptional customer service, and beautiful vacation rental homes, customers are likely to return to your business. Guests can learn to build trust and loyalty to your brand, thus increasing word-of-mouth recommendations as well. Remember, online reviews build credibility not only in your business but the brand you represent.