Brand Strategy Taylor Travel Management Group

Taylor Travel Management Group is a luxury travel management group serving family businesses, business leaders, international artists and top athletes. With ambitious plans for international growth, it was essential to define a sharp, supported brand strategy that clearly and powerfully communicated the unique value of Taylor Travel.

Ablestar was asked to develop a future-proof brand strategy in a structured process, together with the management team of Taylor Travel. During six intensive workshops, we used our Actionable Brand Success Model to sharpen the brand strategy, brand positioning, brand values ​​and brand expression of Taylor Travel.

Challenge

Taylor Travel needed:

A supported brand strategy that provided direction for growth and international positioning.

Clarity about the unique value proposition and distinctiveness in a competitive market.

A focus on target group needs and how the brand can strategically respond to these.

Consistent, clear core messages for both internal teams and external stakeholders.

The goal was to position Taylor Travel as the authority in luxury travel management, while maintaining the personal and exclusive service that the company is known for.

Our Approach: The Actionable Brand Success Model

Ablestar used the Actionable Brand Success Model, a structured method to strategically build brands and position them in an action-oriented manner.

Phase 1: Brand foundation

In the first series of workshops, we converted the ambitions into a strategic plan with the core team and then clearly formulated the purpose, mission, vision, core values ​​and ambitions.

Phase 2: Brand positioning

In the second series of workshops, we mapped out the target group in the form of personas and archetypes and we made an analysis of the competition. By mapping out the needs of the target group and the competition, we were able to take the step towards a unique brand positioning and define a unique brand claim.

Phase 3: Brand Character

In the third series of workshops, we started working on the brand character. The brand character of the brand is formed by the brand personality and the brand voice, the way in which you want to address your target group. Together they give body to the brand. In the workshop we determined a set of human characteristics and brand characteristics that were linked to the brand, giving it a unique personality and recognition in the market and in the minds of consumers.

Phase 4: Brand experience

In the last series of workshops we got to work on the brand experience or the expressions of the brand. For example, we created the core message, storytelling, the tagline and the brand promise. The design of the identity and the expression is taken care of by our sister organization creative & digital agency Craftmore, which specializes in translating brand strategy into digital brand experiences.

Outcome

The outcome was a comprehensive brand guide and a new pay-off: Taylor Travel Management Group - Redefining the standards of luxury travel