Brands That WOW
Your brand matters, regardless of the size of your business. A great brand will help your business connect with your customers emotionally and set you apart from the rest of the competition.
Recently, I was itching to travel, however being in a massive amount of student debt, I was forced to choose my location based on price. I found an amazingly cheap, round trip flight to and from Iceland through a newer airline, WOW Air. Ever heard of it? Me neither. So, judging from the prices and lack of brand awareness I thought I was about to board a tin can with wings. Girl, was I wrong.
As soon as I boarded the freshly wrapped purple airplane I was welcomed with kind smiles and friendly greetings from our Icelandic flight attendants. They were wearing well-fitted, professional yet spunky uniforms in their brand’s unique color of purple. The interior of the plane was modern and clean, and the seats were small, something you expect when you fly budget.
Through the power of their brand, WOW did an amazing job of melting away the stress associated with budget flying. They wove playful copy onto many surfaces of the plane in a way that felt authentic, not tacky. These branding opportunities were very deliberate and meant to engage customers throughout the six-hour flight.
So many airlines look and sound the same. They lack true differentiation from a visual and emotional standpoint. It’s nice to see a company look around at their competitors and confidently go in the opposite direction. WOW is a brand that embraces the fact that you are flying with them the first time because the flight was cheapest, but that you’ll be back a second time (or tell your friends about them) because of the consistency of their messaging and their memorable service. Their employees were beyond pleasant, helpful and genuinely looked like they were having fun when cracking jokes over the intercom. They were truly living the brand.
WOW states, on their website, that they are “committed to providing the cheapest flights to and from Iceland and across the Atlantic while providing a memorable service all the way.” A statement that I can wholeheartedly say is true.
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