Brand Identity
Moments full of vibrancy
Introduction
In the Brand Identity section, you’ll find a concise and structured overview of the strategic foundation of the “Holidays in Austria” brand:
The brand narrative, brand wheel, brand values, and brand core illustrate what the brand stands for, the mindset that shapes it, and how its key elements interact.
Brand Narrative
By “narrative”, we mean the overarching story of the brand, the common thread, which weaves together all elements that build the brand, especially those centred around the brand essence. It describes the brand and its role within the broader context, connecting to the needs of the target audience.
People are seekers of meaning; brands are creators of meaning.
Franz-Rudolf Esch, Brand expert and professor of marketing
Our strategic Brand Wheel
To develop our brand strategy, we make use of the strategic brand wheel, which provides a clear representation of our brand positioning. It makes visual and defines the core elements of the brand and is made up of segments that interconnect and interact with each other. This gives an all-embracing picture of the “Holidays in Austria” identity, which can be communicated in a targeted and consistent manner. In doing so, we strengthen the trust of our target audience and foster long-term brand loyalty.
Our Brand Essence
Everything we do within our defined brand essence contributes to the company’s success in the medium and long term. Our core brand values don’t describe WHAT we do but rather, HOW we act, make decisions, and communicate every day.
At its core, our “Holidays in Austria” brand stands for Moments full of vibrancy
“Moments full of vibrancy” means that our brand, “Holidays in Austria”, strives to make the time our guests spend with us unforgettable; every single moment should be brim-full with positive energy and authenticity.
Our guests submerge themselves in these moments, thus losing themselves in the essence of the country. They are vitalized, engage in genuine exchanges, and feel stimulated and inspired. They can leave their daily routine behind and fully surrender to the here and now — clearing their minds and relaxing. They can discover new things, embrace the unexpected, recharge, have fun, and simply enjoy life.
Our guests can feel the vibrancy in everything we do. As a result of their holidays in Austria, they feel livelier, too. The “Holidays in Austria” brand allows guests to find their true selves.
The brand essence is the DNA of our brand and describes its specific character. Like a battery, our brand stores all our entrepreneurial excellence, past and present, and gradually releases it in the form of our core brand values.
A strong brand begins with a clear message.
Simon Sinek, Leadership expert and author
Our Brand Values
The brand core Moments of Vitality comes to life through four key values: connection, responsibility, inspiration, and enjoyment. They give our brand its character — and at the same time serve as the benchmark for everything we communicate and how we present ourselves.
Connection
We believe in the power of genuine connection. When people come together, a chemical reaction occurs. Something is created that could never be achieved being alone. Our guests enrich our lives, just as we enrich theirs. That’s why we actively seek contact — open and warm, but never intrusively. This is an invitation to experience Austria authentically.
For us, our natural environment is a place of peace and strength — and we want to share that. Nature offers us balance and inspiration. And that’s exactly what we want to make accessible to our guests as well.
We’re proud of our culture, history, and traditions — all of which are deeply rooted in our identity. Very much alive and easily accessible, they shape our everyday lives and make Austria truly unique. Here, culture can be experi- enced firsthand by everyone — young and old alike.
Value Check:
Connection is important to the “Holidays in Austria” brand.
Reason to Believe:
A country that fosters authentic connections.
Responsibility
We are forward-thinking when it comes to our responsi- bilities for our nature, our culture, and our resources. We already think about tomorrow today. We aim to meet to- day’s needs without compromising the opportunities of future generations.
We value and protect what has grown slowly over time. We love our natural environment — and for that reason alone, we care for it, respect it and nurture it. But it’s more than just that: We also see the importance of bal- ance between the number of visitors to our country (the economy) and how we can efficiently manage them. It is important that we use what we have responsibly and mindfully.
Living our culture — protecting it, and at the same time developing it and making it accessible is all part of our responsibility.
But our responsibilities go even further: we constantly reflect on how to improve our resource sustainability; we live our lives being mindful thereby ensuring we have good relationships; and starting with ourselves, not oth- ers, we value individuality over mass trends.
Our guests deeply appreciate that we act with a sense of naturalness and ease. They reciprocate, which in turn is greatly appreciated by us.
Value Check:
Responsibility is important to the “Holidays in Austria" brand.
Reason to Believe:
A country that thinks and acts mindfully.
Inspiration
It is important to us to be receptive to new ideas; we don’t want to appear to be stuck in the past or in old ways. We want to always be flexible. To create space for creativity. To query ourselves and the things around us. To embrace new developments and adapt them in ways that suit us. To change perspectives and even to chal- lenge what is tried and tested.
In doing so, we continually create a new awareness so that new ideas can flourish. An atmosphere where the unfamiliar, the different, and even change itself, are wel- comed with open arms and seen as an enrichment.
We find it exciting to grow through such impulses. And we hope this spark of inspiration will also ignite some- thing within our guests.
Value Check:
Inspiration is important to the “Holidays in Austria" brand.
Reason to Believe:
A country that brings new ideas to life.
Enjoyment
We believe in the importance of truly enjoying life. Not always striving for "higher, faster, further," but appreciat- ing the here and now. Being content with what one has and where one is right now. This also includes a sense of calm and equanimity. Not to always be driven but allow- ing ourselves to go with the flow, enjoying what happens on the journey. Prioritizing the moment, over pure perfec- tion. Letting life unfold naturally.
We also find enjoyment in seeking out, appreciating and sharing the good things life offers us. A fine glass of wine, for example, or carefully selected ingredients in a delicious plate of food, a walk through the vineyards, an inspiring conversation, or attending a concert.
We don’t wait for life to happen — we enjoy every single day of our lives in the many small, precious moments. And we invite our guests to do the same.
Value Check:
Enjoyment is important to the “Holidays in Austria" brand.
Reason to Believe:
A country that truly knows how to live.
People don't buy goods and services — they buy relationships, stories, and magic.
Seth Godin, Marketing expert and author