Why distance demands branding

Some time ago, the CEO of a Chinese travel agency that sold Latin American destinations reached out to offer me a position. I was open to work at the moment, but I passed up on the opportunity. Not because of the salary or the role, but because I had never heard of this brand. It was not an established company, like the one I had worked for before. Who knows, maybe their service was excellent, but I'll never really know, because they came across as generic.

Now, imagine a potential buyer being asked to make a deposit in advance to book a journey. There’s always some risk when making a purchase but it grows substantially when you factor in distance and online service. I have seen risk-averse buyers ask to speak directly to the CEO before sending any money, because they had no idea who was on the other side of the screen. So, how many potential buyers are you losing for not being able to convey trust?

To have someone trust you, they first need to know you. That’s why branding matters. And it’s not only about how you look, it’s first of all, about who you are and what you stand for. That is why what you say matters, in everyway that you choose to communicate. That is what branding is: identity. The “who to trust” on the other side of the screen.