Brand building essentials: A checklist for tour and activity operators

Your brand isn’t just a logo slapped on a t-shirt — it’s the vibe your customers feel when they land on your site, scroll your socials, or show up for their adventure. And when it’s done right? It builds trust, boosts bookings, and makes you unforgettable (in the best way).

Whether you’re launching a shiny new tour or giving your brand a much-needed tune-up, this checklist walks you through the essentials — no jargon, no fluff. Just the practical tools and tips to help your brand look polished, feel consistent, and grow with your business.

Let’s build a brand that’s more than pretty — one that actually works.

Photos and logos: Your first impression

Your logo and visual assets set the tone for your brand across every channel — from your website and Instagram to your business cards.

Start with three logo formats:

• Primary logo (horizontal): Includes your business name and brandmark. Ideal for websites, headers, and signage.
• Secondary logo (stacked): A square or vertical version for tighter spaces like profile pics or flyers.
• Brandmark: A simplified version — like a symbol or letter — for use as favicons or app icons.

Pro tip: Save your logo in multiple file types (.PNG, .EPS, .AI) so you’re ready for any use, from digital to print.

Social sizes to keep handy:

• Facebook: 360×360 px
• Instagram: 180×180 px
• Twitter/X: 400×400 px

Color palette: Create instant recognition

Pick three to six colors that reflect the tone of your experiences — whether you run sunset sailing tours or backcountry ATV adventures. Your palette should balance contrast and harmony — and always include codes for:

• HEX (for web)
• RGB (for screens)
• CMYK (for print)

Need inspiration? Tools like Coolors or Adobe Color can help you build a palette that feels cohesive and on-brand.

If you’re in bright outdoor spaces, avoid using light yellow or mint as a primary brand color – it is difficult to read in places such as beaches and trails.

If you’re using any of your brand colors as text on your website, check WebAIM’s contrast checker to ensure your contrast ratio is accessible and readable by all. 

Fonts: Keep it clear and consistent

Choose a font family that is legible across print and digital formats. Pair a bold headline font with a clean body font — and make sure they align with the vibe of your business (playful, professional, adventurous, etc.).

However, be careful of picking overly stylized fonts that don’t print well on uniforms or signage. It should be easily legible to avoid confusion. 

Pro tip: Google Fonts offers free, web-safe pairings that are easy to implement across your website and marketing materials.

Build your media kit

A media kit ensures you present your brand consistently, whether you’re working with resellers, press, or partners.

Include:

• All versions of your logo
• Font families and usage guidelines
• Color palette codes
• Approved imagery or icon sets (e.g., a kayak, paddle, or wave for a water tour brand)
• Optional patterns or textures (think: topographic lines for an outdoor brand)

You can host your media kit on your website or create a downloadable PDF.

Pro Tip: Canva, both the free and paid versions, lets you keep a brand kit with logos and color palettes, and fonts all in one place.

Business cards: Small format, big impact

Even in a digital world, business cards still matter — especially at trade shows or networking events.

Checklist:

• Include contact details (phone, email, website)
• Use your logo prominently
• Match your fonts and colors to your brand kit
• Choose high-quality printing to make a professional impression

Voicemail: Don’t miss the mark

Your support voicemail should reflect your brand too. Keep it friendly and informative:

• Briefly mention your company name and tours
• Share alternative contact options (email or website)
• Let callers know when to expect a response
  

From checklist to checkout-ready

Branding might seem like a creative detail, but it plays a powerful role in how travelers perceive — and remember — your business. By developing a strong, consistent visual identity, you’ll build trust, drive recognition, and position your business for long-term growth.

Looking for more branding resources?
Check out our Web Branding Basics Checklist for tips on optimizing your website and social channels.