A brand helps prepare customers for what to expect.
The goal of brand marketing is to boost people’s perception of your company or product
When people interact with your company, they will develop a a view of your company with attached feelings, that are based on the experiences they had with your product.
Before they arrive they are probably exited,
If your tour was fantastic, through all the beautiful spots you offer, they might feel amazed. After an excellent community based tourism visit they might feel full of joy. If something happened or a connection got delayed, they will feel frustrated.
And if your experience is crappy, they will be pissed.
All these feelings are part of your brand image, and when your clients are sharing these feelings online they become a big part of how people perceive your company.
Once you have crafted your brand image, you can work on making it more clear so that your target audience has a better idea of what your brand stands for.
Why are you doing what you are doing,
A brand is a statement, it helps to define for who this companies is and not is. Preferable, engaging and something your clients / fans can passionately agree with (or not / hate it).
Above all believable.
Your communication needs to be consistently in line with that, amplify the feelings you want to be connected with your organisation, combined with your own intention, purpose and passion.
Your consumers have their own sets of values and look into the world if you are able to communicate your brand in such a way that it syncs with the value of your target audience, you are building on a strong and loyal client base.