Come Fly With Me: Branding in Action

While writing about Why Branding is So Confusing, I considered how best to illustrate the ways a brand utilizes every touchpoint between the business and its customers to create a clear, consistent, cohesive message and build a positive brand image.

Many industries came to mind, but with people traveling more again, I decided to use airlines for this example.

When you begin planning your next vacation destination, where will you begin your search for flights? Do you have a preferred airline you trust?If you have a favorite airline, consider what makes them your favorite. Why do you choose them over their competitors?

Your answer is a direct reflection of the business’s brand.

Let’s take a closer look.

Logic vs Emotional Appeal

You may have a go-to airline in mind because of practical, data-driven reasons: fair prices, reliable service, many flight options to and from your destinations on the desired travel dates, a free carry-on bag, etc.

Or maybe your favorite airline keeps you coming back because of the emotional appeal (read: less stress, more comfort): a smooth booking and check in process, more leg room in the rows, friendly staff, etc.

Does this airline make you feel valued and cared for as a guest?

Are you offered a blanket or headphones if you’ve forgotten yours? Can you enjoy in-air entertainment on the headrest in front of you on longer flights? Do you feel the staff does their best to accommodate last-minute requests?

You may have a favorite airline because of practical, data-driven reasons, or emotional appeal.

Good Intentions

Everything listed above is not by chance. It is an intentional decision by the business: the user experience online from flight promotions sent to you based on previous travels, the process of booking through check in (for both departing and return flights), the way staff interacts with you (over the intercom, in person at the desk, and on the aircraft itself), reminder emails sent about your upcoming flights, cancellation/baggage policies, even the selection of snack and beverage offerings – these all work together to create an experience that hopefully keeps you, the passenger, coming back for all future flights.

Lower Prices – Sort Of

Conversely, the more disjointed an airline’s promise vs deliverables are, the worse that business’s reputation (aka their brand) becomes. Have you ever booked a flight because of cost alone? Your top choice airlines are significantly more expensive, so you go with a more cost-effective solution on an airline known for lower prices. Then you find yourself inundated with additional fees- choosing your seat, bringing a carry-on bag, a snack/beverage on board, etc. In the end, your flight was less of a bargain than you’d originally expected. Perhaps you also sacrifice a certain level of customer service you’ve come to expect with other airlines. Did you have to cancel last minute? Was customer service supportive and helpful, or dismissive?

I’m sure as you’ve read through these, specific airlines came to mind. For better or worse, that speaks to their brand.

Promise, Then Deliver

Therefore businesses, no matter how big or small, must consider their brand holistically. You must consider ALL the places your customers may interact with your brand and take the time to refine each of them to ensure consistency throughout your customers’ experience. As a business owner, you make a promise to your customers, and then do everything you can to deliver on that promise.

Unsure Where to Begin?

You may be thinking, “How can I do all of this AND run my business?” That’s where we come in.
Contact us and we will help strengthen your brand today.