Five ways to build a brand that actually works

n a crowded market where algorithms and online aggregators are fighting for your clients’ attention, how does an independent travel agent stand out? At the recent Envoyage roadshow, Andrew Berry, Co-Founder and Managing Director of brand agency The Bread, delivered a masterclass on how agents can cut through the noise. His core message was a wake-up call for perfectionists: “A mediocre strategy executed 200 times beats a perfect strategy executed five times.” Here are Berry’s five rules for building a travel brand that converts attention into loyal clients. 1. Get specific… fast Before you post another thing on social media, answer three questions: What problem do you solve? Why should clients trust your perspective? What makes your approach different from the agent down the road? 2. Show up, even when it‘s imperfect Consistency beats perfection. Every time. Choose the platform where your audience already spends time - LinkedIn for professional authority, Instagram for visual storytelling, Facebook (yes, it still works), TikTok or YouTube for education and reach - and commit to showing up regularly. 3. Repeat yourself on purpose The best brands own a handful of recognisable themes and stick to them. Your clients should start associating you with a specific category, a consistent tone, a visual style, and a clear set of values. This does not mean being boring. It means being memorable. Brand strength comes from repetition over time, not constant reinvention. 4. Let your clients do the talking People trust brands that other people already trust. Testimonials, client results, supplier partnerships, community engagement, media mentions: these are all visible signals of credibility. 5. Turn followers into a community An audience watches. A community participates. There is a significant difference, and it is the difference between a social media page and a genuine business asset. Build community by responding to people and creating conversations. Long- term brand value comes from trust and emotional connection, not just reach or follower counts.