BUSINESS AVIATION

Aviation Branding Mistakes that Cost Huge to Businesses Every day and How to Avoid them

Anusree Bhattacharya | September 16, 2021 | 9 views

Failure is beneficial for many reasons. But important is to manage and survive the onslaught of errors. With respect to bold attempts like adopting a new strategy, making judgments about the market, bad publicity, launching new products or services, and more like these often make airline marketers discourage due to a little or huge foul.

The list also includes branding. Airline branding mistakes are often seen when businesses try either to aim to re-position in the market or create awareness among customers. If you are making branding mistakes, then remember that a combination of poor communication and ineffective brand planning causes one of the worst branding disasters!

Aviation Branding Mistakes of All-Time

Branding any airline company is challenging. When bad decisions about branding strategies happen, it costs huge to businesses. And most of the aviation businesses do it habitually. On this note, mistakes could happen in various ways. But some aviation branding mistakes shouldn’t be ignored at all. Mistakes can hurt your business hard. So, let’s highlight the common mistakes that can happen while branding for aviation and how you should avoid them.

Implementation of Rigid Strategies

Implementation of rigid branding strategies for aviation results in economic slumps

Airlines need flexible marketing strategies to control the cost of labor and acquisition in order to balance the brand image.

- Lauda, Marketing-In-Chief, Southwest Airlines

While any significant shift in airline business strategy, like the pandemic forced, usually takes two to three years to implement. Therefore, you should design branding strategies that could afford the room for adjustments. In addition, those strategies will revive your older market position. Failing to do so could lead your airline company’s image to suffer a massive loss.

So, what can you do ahead?
Implement unique branding strategies for aviation to strengthen the value of your company. For this, you need to work and pay attention constantly to existing and potential customers you deal with. By understanding their perspective, marketers will be able to bring uniqueness to strategies. Following this process will ease you to adjust and cope up with the current economic condition.

Overlooking SEO

The entire aviation industry is going digitalized, especially after the pandemic fall. SEO is one of the most significant areas of digital marketing. So, if you do not master SEO, you are lagging behind competitors in branding for aviation. Your target audience/existing audience should never find difficulty in discovering your brand.  This is the only rule of conducting tested SEO practices. It is because overlooking SEO means your customers are gone.

So, here’s what to do instead.
Try to find out what keywords are becoming relevant every day. Keep a watch at what keywords your competitors include to rank their brand name. Check relevant keywords for your brand message. Also, make sure about the trending keywords and how they are being searched. After you have mastered this metric, create branding strategies that are fit for your company.

A Disconnect with Audience

Failing to connect with an audience is the most significant mistake. Conducting inappropriate research on target audiences makes it hard to know how to connect with them. To understand it, you will have to think creatively and strategically simultaneously. For that, your team should create the best marketing design materials to attract a wide net of customers.

What can you do more?
While you connect with customers, an innovative perspective on your upcoming plans should be out of the box. Thinking in this way will help to reveal the gaps, problems, and undiscovered opportunities to make your brand better. Also, you will get deep insights about customers by directly reaching out through social media. You can use forums, email campaigns, loyalty programs, and other ways to connect.

If you overcome this mistake, you will be able to connect with your potential customers. To have your criteria is essential. And then, you would be surprised to know how enthused some customers will be about a glimpse into the potential future of a product or service they will gain from your company.

Becoming too Generic

Coming across too generic ideas of branding for aviation will give a bad impression on your airline company. So, what constitutes this aviation branding mistake? Let’s know here
 
• Depending on stock imagery
• Forgetting on your core branding elements—for example, using a generic logo
• Having a similar brand name as competitors’
• Offering a similar product/service similar as competitors’
• Usage of non-specific/non-industrial terms in marketing materials

These points mean that the more generic your brand will showcase, the less unique you appear to the audience. A generic brand reflects being unprofessional, slapdash, or uninteresting. It’s clear—who would want to buy products or services from.

What should you do instead?
If you can offer a better or different picture of your airline brand, do it, even if you have to raise your budget. Connect a great designer and take full advantage of their experience.

Your designer can help with much more than the standards of the branding work. Do some market research for brand promotion/positioning strategies to understand deeper. By doing so, you can leverage the complete value expertise and implement it in your branding techniques.

Branding is One-time Action

The action of branding in one time only is an old-school industry policy of aviation. Today is the era of digitalization, where still many existing aviation companies are practicing this approach. If your company falls in this category, then hold on and restrict it now. This is the time when your airline company needs a tangible branding suite, humanization approach. It should also include the defined message, value, logo, and other elements. However, the work doesn’t stop with these elements. The fact is, branding is an endless process.

So, what do you need to do?
You need to work diligently by keeping a very sharp razor focus on every effort associated with the branding process. So that you can continue to carve your company’s position in the market and stand out. Also, this will help your company stand out in customers’ minds. And hence, this will automatically strengthen your brand.

Putting Branding Responsibilities on One Department

Branding efforts are not only reserved for the marketing department. Instead, it should involve efforts along across departmental actions as well.

There could be multi-departmental knowledge that could save you from poor branding. Might your marketing team’s efforts like the design or PR do not necessarily work perfectly. It's also possible that they ideate a similar design repeatedly. And you may be unknowingly making significant aviation branding mistakes. Those mistakes must have damaged the credibility of the strategies and the motive. A lot of companies work for branding only with the marketing team. That is why they lack in many other parts of branding. If you have a similar working process in your company, you need to think again!

So, how to go ahead?
To create an effective aviation branding, involve the sales, customer service, IT, networking, data analyst department on board. By collaborating with them, you can initiate many efforts to create purposeful solutions for audiences. Even the representatives of each department can involve and create target-proof branding strategies for aviation.

Devaluing the importance of social media

Devaluing the power of social media has been one of the most common and costly aviation branding mistakes businesses are making. From being active on it to acting on the audience’s activities has a lot of differences in-between. Many companies listen, but they don’t hear. The problem is they don’t show to their audiences. And thus, results in disconnection among audiences.

So, what can you do instead?
In the current time, the travel market is now more fragmented with the continuous shifting behavior of travelers. In this case, social media’s role is becoming significant. It’s one platform where you can obtain feedback by creating polls, communicating, and engaging with marketing tricks. It's a free and paid platform. You have every reason to take advantage of it to showcase your company and brand message to a wide net of audiences. Doing it regularly—keeping your content relevant and updated- will make your brand image evergreen.

Save your Airline Company with Branding Bloopers

Now you must have gained some insights on how to avoid branding mistakes. So, it's time to bid farewell to branding mistakes. Remember that consumers, context, and quality design should be at the forefront of your mind when you begin with branding planning. It’s crucial to hone on the right branding strategy because it’s an important way to position your aviation company in the market.

The airline business is the biggest team sport in the world. When you are all consumed with fighting among yourselves, your opponents can run over you every day.

– By Gordon Bethune Former CEO of Continental Airlines 
 

Frequently Asked Questions

What are the other airline branding mistakes businesses usually make?

Mistakes happen every day in airline businesses. But some common mistakes can cost a huge to a business. Here are some more airline mistakes:
• Aviation businesses tend to implement competitors’ tactics that become entirely different from their original business structure or current and future plans of action.
• Businesses do not think of investing in an aviation advertising agency.
• Usually forgets the purpose behind the brand creation.
• Create fake brand values

What should airline businesses avoid in brand planning?

While creating a brand, the airline businesses should avoid the following things:
• Underestimating your customers
• Untracking your marketing efforts
• Unwilling to invest
• Broad targeting
• Lack of USP
• Lack of research

What do airline customers want from airline businesses?

Airline customers are broad. They look for a wide array of services and products. So, your customer will always want some basic yet valuable things like committed customer service and satisfaction, easy approachability, content to understand solutions, and easy ways to invest.

Spotlight

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Article | June 8, 2022

Whether you’re a small, newer airline looking to make a splash in the online world or a niche brand wanting to expand your customer base, you’ll need the right aviation marketing strategies in your arsenal. Similar to any other industry in today’s market, digital strategies are non-negotiable for brands in the aviation space who are hoping to connect with customers online and restore customer confidence in the aftermath of COVID-19. And if you’re looking to take your brand to the digital skies, you need impactful strategies that help you offer a seamless customer experience. Let’s look at five strategies you can use for your aviation marketing strategy. Aviation Marketing through Social Media Visibility is a hugely important goal to achieve for any business. After all, how can you hope to attract new customers if no one knows about you? This is especially true and important for smaller airlines or those not operating in the commercial space. 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View Smart Glass Improves Energy Efficiency and Passenger Experience at Phoenix Sky Harbor International Airport

View, Inc. | June 21, 2022

View, Inc. a leader in smart building technologies, announced that its smart glass has been installed at Phoenix Sky Harbor International Airport’s (PHX) new “Eighth Concourse” at Terminal 4, also known as T4 S1. The 275,000-square-foot expansion occupied by Southwest Airlines formally opened Monday morning, after a ribbon cutting ceremony attended Friday by Southwest Airlines’ CEO, Bob Jordan, U.S. Congressman Greg Stanton, Phoenix Mayor Kate Gallego, McCarthy Building Companies’ Southwest President, Justin Kelton, and View’s CEO, Dr. Rao Mulpuri. The new concourse, designed by the architecture team of SmithGroup and Corgan to take advantage of the terminal’s natural light and picturesque view, is enclosed with floor-to-ceiling View Smart Glass. The glass uses artificial intelligence to automatically adjust in response to the sun, maximizing access to daylight and outdoor views while blocking heat and glare to optimize passenger comfort and reduce energy consumption from lighting and HVAC by up to 20%. View Smart Glass plays an integral role in PHX’s plans to elevate the passenger experience and achieve LEED Silver certification. “We designed the Terminal 4 expansion to enhance the travel experience and reduce the airport’s environmental impact. View’s innovative technology directly supports both goals by improving passenger comfort while reducing energy demand.” Chad Makovsky, Director of Aviation Services for PHX “We wanted the Eighth Concourse to highlight PHX’s unique location in the Sonoran Desert and stunning views of the mountains south of the city, but we needed a solution to reduce the intense glare that comes with the region’s 296 days of sunshine,” said Russ Sanders, Vice President of Design Integration for McCarthy Building Companies, the general contractor for the project. “View Smart Glass helped us deliver a comfortable, energy-efficient environment without having to compromise on beautiful design.” In a study on natural light and the airport experience, passengers who boarded at gates with View Smart Glass were 68% more likely to report a higher satisfaction rate and rated the airport as 33% more modern, efficient, bright, and comfortable. A similar study on daylight and views found that seats at gates with View Smart Glass were 15 degrees cooler than those with traditional windows, helping passengers stay comfortable and enabling them to spend more time and money at restaurants, bars, and shops within the airport. “PHX recognizes that the airport of the future is not only smart and sustainable but fun and enjoyable as well,” said Kristi Crase, Director of Aviation Business at View. “Airports across the country are adopting View Smart Glass to transform their facilities into destinations.” PHX is part of a growing list of airports across the country with View Smart Glass, including New York LaGuardia Airport (LGA), Boston Logan International Airport (BOS), San Francisco International Airport (SFO), Dallas Fort Worth International Airport (DFW), Charlotte Douglas International Airport (CLT), Chicago O’Hare International Airport (ORD), Seattle-Tacoma International Airport (SEA), Memphis International Airport (MEM), Spokane International Airport (GEG), Bozeman Yellowstone International Airport (BZN), and the recently announced installation at Missoula Montana Airport (MSO). About View View delivers optimal human experiences in buildings. We started by revolutionizing something that hadn’t changed for centuries—the simple window—and in so doing, built the only complete, modular, cloud-native platform to deliver on the promise of smart buildings. View Smart Glass and the Smart Building Cloud transform buildings into responsive environments that continuously adjust to meet human needs for natural light, connection to nature, fresh air, and comfortable temperatures while improving energy efficiency and increasing profits for building owners and their tenants. Today, View’s products are installed and designed into more than 100 million square feet of buildings, including offices, apartments, schools, hospitals, airports, and hotels. About Phoenix Sky Harbor International Airport Phoenix Sky Harbor International Airport, America’s Friendliest Airport®, has an annual economic impact of more than $38 billion. Before the Covid-19 pandemic, approximately 1,200 aircraft and more than 125,000 passengers arrived at and departed from Sky Harbor every day. PHX Sky Harbor is funded with airport revenue. No tax dollars are used to support the airport.

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BUSINESS AVIATION

SITA FLEX-AS-A-SERVICE HELPS AIRLINES RAPIDLY SCALE PASSENGER OPERATIONS AS TRAFFIC NUMBERS SURGE

SITA | June 16, 2022

SITA announced the launch of SITA Flex-as-a-Service, a next-generation "beyond common-use" platform that allows airlines to provide a completely mobile experience to passengers while enabling the flexibility to rapidly respond to passenger's changing needs. With passenger numbers ramping up sharply in many parts of the world, airlines and airports have been hard-pressed to respond quickly. SITA Flex APIs will enable airlines to create new and bespoke passenger processing features and streamline their app development process, allowing them to scale far faster than in the past. Airlines no longer need to undergo lengthy and costly certification through their common-use providers to ensure smooth integration, giving them the freedom to deploy their applications how and when they like. The speed of deployment was demonstrated in a recent hackathon hosted by SITA and Microsoft where developers were able to build a working application within 24 hours. This means airlines can implement new services such as self-service bag tagging within days. Building on a long-standing partnership with Microsoft, SITA Flex uses Microsoft Azure, providing users the full benefit of the cloud without the constraints of a traditional common-use environment. Airline staff can now also be completely mobile, untethered from fixed points in the airport such as a check-in counter or kiosk. Agents can use their airline's applications on a mobile device, anywhere. This would allow staff to check-in passengers in remote locations or launch agent-roaming services in minutes to manage traffic peaks or irregular operations. Together these benefits offer airlines the tools to better manage rapid changes in the airport without sacrificing the passenger experience. "As the air transport industry moves towards a mobile-first passenger experience, we're excited by the agility and freedom that SITA Flex offers our customers, deploying their applications without needing to first certify changes and therefore reducing costs. For the passenger it means a rich, fluid, and convenient experience, using their mobile phone as a remote control for travel to easily manage things like check in and printing bag tags." Drew Griffiths, Head of SITA AT AIRPORTS About SITA SITA is the air transport industry's IT provider, delivering solutions for airlines, airports, aircraft and governments. Our technology powers more seamless, safe and sustainable air travel.

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