Company branding is probably the most efficient way of showing potential customers what your travel business is all about. While your logo plays a vital role in presenting your brand's image, the overall company design elements and marketing material – including informational copy, slogans and social media branding – are all visual reflections of your travel business, too. Fast Company magazine claims that "the brand is a promise of the value you'll receive." But how can a strong brand positively impact your online travel business?

Your logo improves recognition

There is more to branding than a logo, but it is undoubtedly one of the main components of your brand, especially in terms of recall. Think of it as the "face" of your company and consider it very carefully; after all, that simple graphic will be used on every single piece of marketing material. It should be simple enough to remember, but powerful, stylish and representative of your company at the same time.

Instils a sense of trust

If your brand comes across as polished and professional, people are much more likely to book with you. The emotional connection should never be underestimated. In fact, according to a study by Edelman, Millennials believe brand identification to be as important as ethnic background and religious preference when defining themselves online.

Supports advertising

There is a fine line between pigeon-holing your brand and having too broad a focus. Both the channel and the demographic chosen for advertising will build your travel brand.

Motivates employees

When you have a strong brand, it is like you are turning your logo into a flag for the people who work for your company to rally around. When employees get to grips with your company's mission, they are likely to feel a sense of pride, meaning you will be working in the same direction to achieve your goals.

Generates referrals

Strong branding means you are more likely to get referral business. Would you recommend a company if you couldn't recall the brand? Word-of-mouth is one of the most profitable forms of advertising, but it's only possible when you have delivered a memorable experience to your customer.

Use your branding to differentiate yourself from your competitors; don't try to copy another travel business' logo or style. Think about what you offer that others can't and leverage this through graphics and word choices that clearly reflect your business. The most successful travel companies have one thing in common: by building a strong brand they have established themselves as an industry leader.