Athrill Aviation Branding Development
Branding a product means to spread awareness about the product in the target market.
Providing Loyalty Programs
By creating a loyalty program, you will encourage flyers to become repeat customers, booking additional flights with your business. Most airlines will charge the same fare for identical trips. By letting a customer become eligible for perks by earning points, you can gain an advantage over the competition. Perks can range from seat upgrades to free flights, airport lounge passes, or discounted parking spaces. Be creative and you’ll find that loyalty program members may book exclusively with you to maximize their benefits.
A Creative Airline Advertising Strategy
Delta created Sky360 Lounges at sporting events and food festivals. Any way you can get your name out to the masses and get people to remember you is good for business.
A Strategic Social Media Campaign
You need to make sure you’re reaching customers on social media to deepen relationships and humanize your brand. You can use that page to offer sale and promotional updates, provide customer service, or give customers a fun behind-the-scenes look at your company. Customers love to hear about community initiatives airlines participate in and stories of employees going out of their way to satisfy their customers.
Providing Flight Perks
Creating an entertaining in-flight experience with features like in-seat systems that play current TV shows, music, games, or movies, in- flight Wi-Fi can give you a customer advantage.
Also, we can offer free baggage service.
Co- Branding
We can co brand with a franchise (example, When star wars was produced, emirates painted the airplane body with star wars engraved on it)
Hotel and flight combination can be offered.
Car hire is also another option.
Create content that is entertaining and informative. For example, you might create a humorous list of travel tips, or write an article about how to cope with jet lag.
Special effort must be made to develop and operate a highly functional, fast, rock-solid, and user-friendly website for online information, reservations, and e-ticketing. Internet marketing, combined with conventional non-Web marketing, will steer people to the website. The more customers use the website, the easier and more pleasant the experience will be for them, and the more economical and efficient, and predictable, will be the process for the airline.
Samruddhi Verlekar
Director HR
Athrill Airlines Inc. USA
www.athrillairlines.com
directorhr@athrillairlines.com
1. Consider your overall business strategy.
A strong, well-differentiated brand will make growing your firm much easier. But what type of firm do you want? Are you planning to grow organically? Your overall business strategy is the context for your brand development strategy, so that’s the place to start. If you are clear about where you want to take your firm, your brand will help you get there.
2. Identify your target clients.
Who are your target clients? If you say “everybody” you are making a very big mistake. Our research clearly shows that high growth, high-profit firms are focused on having clearly defined target clients. The narrower the focus, the faster the growth. The more diverse the target audience, the more diluted your marketing efforts will be. So how do you know if you have chosen the right target client group? That’s where the next step comes in.
3. Research your target client group.
Firms that do systematic research on their target client group grow faster and are more profitable. Further, those that do research more frequently grow faster still.
Research helps you understand your target client’s perspective and priorities, anticipate their needs, and put your message in a language that resonates with them. It also tells you how they view your firm’s strengths and your current brand. As such, it dramatically lowers the marketing risk associated with brand development.
4. Develop your brand positioning.
You are now ready to determine your firm’s brand positioning within the professional services marketplace (also called market positioning). How is your firm different from others and why should potential clients within your target audience choose to work with you?
A positioning statement is typically three to five sentences in length and captures the essence of your brand positioning. It must be grounded in reality, as you will have to deliver on what you promise. It must also be a bit aspirational so you have something to strive for.
5. Develop your messaging strategy.
Your next step is a messaging strategy that translates your brand positioning into messages to your various target audiences. Your target audiences typically include potential clients, potential employees, referral sources or other influencers and potential partnering opportunities, to name a few of the usual suspects.
While your core brand positioning must be the same for all audiences, each audience will be interested in different aspects of it. The messages to each audience will emphasize the most relevant points. Each audience will also have specific concerns that must be addressed, and each will need different types of evidence to support your messages. Your messaging strategy should address all of these needs. This is an important step in making your brand relevant to your target audiences.
6. Develop your name, logo, and tagline.
For many firms, a name change is not required. But if you are a new firm, are undergoing a merger or are burdened with a name that no longer suits your positioning, a name change may be in order. Even if you don’t change your firm name, a new logo and tagline may make sense to better support your brand positioning.
Remember, your name, logo, and tagline are not your brands. They are a part of your brand identity, the ways to communicate, or symbolize your brand. You must live it to make it real.
And don’t make the mistake of showing the new logo around internally to get a consensus. The name, logo, and tagline are not for you. They are for your marketplace and should be judged on how well they communicate, not how much the partners like them.
7. Develop your content marketing strategy.
We could have called this step “develop your marketing strategy.” But we didn’t. Instead, we call for a content marketing strategy.
Why? Content marketing is particularly well suited to professional services firms in the Internet age. It does all things traditional marketing does but it does them more efficiently. It uses valuable educational content to attract, nurture, and qualify prospects.
Remember that your brand strength is driven by both reputation and visibility. Increasing visibility alone, without strengthening your reputation, is rarely successful. That’s why traditional “awareness-building” advertising or sponsorships so often yield disappointing results. On the other hand, content marketing increases both visibility and reputation at the same time. It is also the perfect way to make your brand relevant to your target audiences. Case closed.
8. Develop your website.
Your website is your single most important brand development tool. It is the place where all your audiences turn to learn what you do, how you do it, and who your clients are. Prospective clients are not likely to choose your firm solely based on your website. But they may well rule you out if your site sends the wrong message.
Further, your website will be home to your valuable content. That content will become the focus of your search engine optimization (SEO) efforts so that your prospects, potential employees, and referral sources will find you and learn about your firm. Online content is central to any modern brand development strategy.
These days, professional services websites come in two varieties. The first is a branding site. Such a site tells your story and conveys who you are, who you serve, and what you do. In short, it conveys your brand message. The other variety does the above and also generates and nurtures potential new clients. We call these High-Performance Websites.
9. Build your marketing toolkit.
The next step in the process is to build out the remainder of your marketing toolkit. This might include one-page “sales sheets” that describe core services offerings or key markets served. In addition, there may be a brief “pitch deck” that overviews the firm or key offerings and an e-brochure about the firm. These are rarely printed pieces anymore.
Increasingly this marketing toolkit also includes videos. Popular video topics include firm overviews, case studies or “meet the partner” videos. Key services offerings are also very useful. If prepared appropriately, these tools serve not only a business development function but also are important for brand development.
10. Implement, track, and adjust.
This final step in the brand development process may be one of the most important. Obviously a winning brand development strategy doesn’t do much good if it is never implemented. You might be surprised at how often that happens. A solid strategy is developed and started with all the good intentions the firm can muster. Then reality intervenes. People get busy with client work and brand development tasks get put off… then forgotten.
That’s why tracking is so important. We strongly recommend tracking both the implementation of the plan as well as the results. Did the strategy get implemented as planned? What happened with the objective measures, such as search traffic and web visitors? How many new leads, employee applications, and partnering opportunities were generated? Only by tracking the entire process can you make sure you are drawing the right conclusions and making the right adjustments.
Yazhini
Chief Pilot
Athrill Airlines Inc. USA
www.athrillairlines.com
chiefpilot@athrillairlines.com
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Branding a product means to spread awareness about the product in the target market.
Providing Loyalty Programs
By creating a loyalty program, you will encourage flyers to become repeat customers, booking additional flights with your business. Most airlines will charge the same fare for identical trips. By letting a customer become eligible for perks by earning points, you can gain an advantage over the competition. Perks can range from seat upgrades to free flights, airport lounge passes, or discounted parking spaces. Be creative and you’ll find that loyalty program members may book exclusively with you to maximize their benefits.
A Creative Airline Advertising Strategy
Delta created Sky360 Lounges at sporting events and food festivals. Any way you can get your name out to the masses and get people to remember you is good for business.
A Strategic Social Media Campaign
You need to make sure you’re reaching customers on social media to deepen relationships and humanize your brand. You can use that page to offer sale and promotional updates, provide customer service, or give customers a fun behind-the-scenes look at your company. Customers love to hear about community initiatives airlines participate in and stories of employees going out of their way to satisfy their customers.
Providing Flight Perks
Creating an entertaining in-flight experience with features like in-seat systems that play current TV shows, music, games, or movies, in- flight Wi-Fi can give you a customer advantage.
Also, we can offer free baggage service.
Co- Branding
We can co brand with a franchise (example, When star wars was produced, emirates painted the airplane body with star wars engraved on it)
Hotel and flight combination can be offered.
Car hire is also another option.
Create content that is entertaining and informative. For example, you might create a humorous list of travel tips, or write an article about how to cope with jet lag.
Special effort must be made to develop and operate a highly functional, fast, rock-solid, and user-friendly website for online information, reservations, and e-ticketing. Internet marketing, combined with conventional non-Web marketing, will steer people to the website. The more customers use the website, the easier and more pleasant the experience will be for them, and the more economical and efficient, and predictable, will be the process for the airline.
Samruddhi Verlekar
Director HR
Athrill Airlines Inc. USA
www.athrillairlines.com
directorhr@athrillairlines.com
1. Consider your overall business strategy.
A strong, well-differentiated brand will make growing your firm much easier. But what type of firm do you want? Are you planning to grow organically? Your overall business strategy is the context for your brand development strategy, so that’s the place to start. If you are clear about where you want to take your firm, your brand will help you get there.
2. Identify your target clients.
Who are your target clients? If you say “everybody” you are making a very big mistake. Our research clearly shows that high growth, high-profit firms are focused on having clearly defined target clients. The narrower the focus, the faster the growth. The more diverse the target audience, the more diluted your marketing efforts will be. So how do you know if you have chosen the right target client group? That’s where the next step comes in.
3. Research your target client group.
Firms that do systematic research on their target client group grow faster and are more profitable. Further, those that do research more frequently grow faster still.
Research helps you understand your target client’s perspective and priorities, anticipate their needs, and put your message in a language that resonates with them. It also tells you how they view your firm’s strengths and your current brand. As such, it dramatically lowers the marketing risk associated with brand development.
4. Develop your brand positioning.
You are now ready to determine your firm’s brand positioning within the professional services marketplace (also called market positioning). How is your firm different from others and why should potential clients within your target audience choose to work with you?
A positioning statement is typically three to five sentences in length and captures the essence of your brand positioning. It must be grounded in reality, as you will have to deliver on what you promise. It must also be a bit aspirational so you have something to strive for.
5. Develop your messaging strategy.
Your next step is a messaging strategy that translates your brand positioning into messages to your various target audiences. Your target audiences typically include potential clients, potential employees, referral sources or other influencers and potential partnering opportunities, to name a few of the usual suspects.
While your core brand positioning must be the same for all audiences, each audience will be interested in different aspects of it. The messages to each audience will emphasize the most relevant points. Each audience will also have specific concerns that must be addressed, and each will need different types of evidence to support your messages. Your messaging strategy should address all of these needs. This is an important step in making your brand relevant to your target audiences.
6. Develop your name, logo, and tagline.
For many firms, a name change is not required. But if you are a new firm, are undergoing a merger or are burdened with a name that no longer suits your positioning, a name change may be in order. Even if you don’t change your firm name, a new logo and tagline may make sense to better support your brand positioning.
Remember, your name, logo, and tagline are not your brands. They are a part of your brand identity, the ways to communicate, or symbolize your brand. You must live it to make it real.
And don’t make the mistake of showing the new logo around internally to get a consensus. The name, logo, and tagline are not for you. They are for your marketplace and should be judged on how well they communicate, not how much the partners like them.
7. Develop your content marketing strategy.
We could have called this step “develop your marketing strategy.” But we didn’t. Instead, we call for a content marketing strategy.
Why? Content marketing is particularly well suited to professional services firms in the Internet age. It does all things traditional marketing does but it does them more efficiently. It uses valuable educational content to attract, nurture, and qualify prospects.
Remember that your brand strength is driven by both reputation and visibility. Increasing visibility alone, without strengthening your reputation, is rarely successful. That’s why traditional “awareness-building” advertising or sponsorships so often yield disappointing results. On the other hand, content marketing increases both visibility and reputation at the same time. It is also the perfect way to make your brand relevant to your target audiences. Case closed.
8. Develop your website.
Your website is your single most important brand development tool. It is the place where all your audiences turn to learn what you do, how you do it, and who your clients are. Prospective clients are not likely to choose your firm solely based on your website. But they may well rule you out if your site sends the wrong message.
Further, your website will be home to your valuable content. That content will become the focus of your search engine optimization (SEO) efforts so that your prospects, potential employees, and referral sources will find you and learn about your firm. Online content is central to any modern brand development strategy.
These days, professional services websites come in two varieties. The first is a branding site. Such a site tells your story and conveys who you are, who you serve, and what you do. In short, it conveys your brand message. The other variety does the above and also generates and nurtures potential new clients. We call these High-Performance Websites.
9. Build your marketing toolkit.
The next step in the process is to build out the remainder of your marketing toolkit. This might include one-page “sales sheets” that describe core services offerings or key markets served. In addition, there may be a brief “pitch deck” that overviews the firm or key offerings and an e-brochure about the firm. These are rarely printed pieces anymore.
Increasingly this marketing toolkit also includes videos. Popular video topics include firm overviews, case studies or “meet the partner” videos. Key services offerings are also very useful. If prepared appropriately, these tools serve not only a business development function but also are important for brand development.
10. Implement, track, and adjust.
This final step in the brand development process may be one of the most important. Obviously a winning brand development strategy doesn’t do much good if it is never implemented. You might be surprised at how often that happens. A solid strategy is developed and started with all the good intentions the firm can muster. Then reality intervenes. People get busy with client work and brand development tasks get put off… then forgotten.
That’s why tracking is so important. We strongly recommend tracking both the implementation of the plan as well as the results. Did the strategy get implemented as planned? What happened with the objective measures, such as search traffic and web visitors? How many new leads, employee applications, and partnering opportunities were generated? Only by tracking the entire process can you make sure you are drawing the right conclusions and making the right adjustments.
Yazhini
Chief Pilot
Athrill Airlines Inc. USA
www.athrillairlines.com
chiefpilot@athrillairlines.com
Shruti Shetty [MBA HR]
CEO
CEO
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