Is ‘digital branding’ just a fancy buzzword? Or is there more to it than boardroom-speak?
Businesses invest countless hours and thousands of dollars in the hopes of building a strong brand image. Companies already practicing this know just how much of their success hinges on their brand, and how it affects every aspect of their business.
Marketing in the digital age is as easy as it is difficult. Why? Because while they give you the opportunity to be more connected to your audience, these new technological innovations also allow your competition the same advantage. The question for digital marketers, therefore, has now become: “how could one wield the power of digital branding services in order to stand out among the competition?”
What Do Customers Want from An Aviation Firm?
The thing that makes airlines unique from other industries is that they are not selling a physical product, nor are they simply offering a service. Above all else, airline branding strategy revolves around providing customers with safety and reassurance.
The industry is built around providing comfort, convenience, and security. And just like with all other service-related businesses, marketing for aviation companies is concerned with increasing customer base while simultaneously sustaining customer loyalty by nurturing relationships with existing patrons.
Every time someone boards a plane fully expecting to get to their destination in one piece, without even thinking twice about stepping into a long metal box that takes them several thousand feet in the air… that’s how you know an airline has done its job correctly.
Designing Positive Imagery with Your Logo
Two of the most common colors used in airline logos are blue and red, and there’s a reason for that. Blue exudes a sense of calmness and reliability. Red, being on the opposite end of the spectrum, represents strength and boldness.
Of course, airline themes are not limited to these two. Depending on how a company wishes to be perceived, they may choose from other colors. Purple is a good option for a luxury airline, while orange can attract customers from a lower age bracket.
The shape of a logo also conveys meaning. Rounded, softer logos speak of safety and comfort, while logos with sharp angles give the illusion of speed and modernity.
Utilizing Your Logo to Improve Brand Recognition
With proper marketing techniques (or with the right people managing your digital branding services), a logo can become synonymous with a company’s brand. Using the logo as the profile photo on all the company’s social media accounts helps create an impression on people’s minds and makes them more familiar with it. You may also include your logo in company emails, fliers, merchandise, and other promotional content. The key is to be consistent.
Content Marketing for Aviation Companies
Sure, you’ve got your logo and marketing strategy down pat. But if you don’t use them right, all that effort will be for naught. Content marketing is a tool that allows companies to connect to customers in a way that is relevant and direct, providing them with information that is demonstrable in value.
Some tips in creating content:
- Be entertaining and informative. One way to do this is with listicles (articles in list form) that present useful knowledge to the customer but told in a humorous or witty manner. For example, why not write an article about the top 10 things you should never go without on long-haul flights?
- Integrate customer service with marketing. Part and parcel of airline branding strategy is having friendly and reliable customer service. JetBlue, for example, is extremely engaging on social media sites such as Twitter and Facebook. When people feel that they have a direct hotline to the company, and that their concerns are not only acknowledged but addressed, it fosters brand loyalty.
- Think of the mobile customers. As mobile devices usher us further into a wireless digital age, more people are spending time on their phones than on desktops. Therefore, it only makes sense to cater to the growing population of customers who are always on the go. Creating an app that provides the customer with a better mobile experience will go a long way in making your brand stand out.
When you know your market, and are consistent with the implementation of your brand—from your logo, the tone of your content, and to the places where you choose to establish your online presence—there is absolutely no doubt that your airline branding strategy will be a successful one.
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