Would you board an unbranded plane?

Recently, Alaska Airlines faced negative publicity due to a door being blown off shortly after takeoff. Other companies have also experienced similar setbacks. For instance, the mention of Costa Concordia may ring a bell, or seeing a flipped-over truck in the news may immediately identify the product or company involved.

The question arises: Is it advisable to brand vehicles, airplanes, or trains? After all, you never know when something might go wrong. What impact could this have on your company or brand?

The functions of Brand Identity

Customers and passengers engage with their trusted brand consciously or unconsciously from the booking process onwards. This interaction influences factors such as location, price, duration, and others. Consistent branding is crucial across online applications, on the way to and within the airport, in conversations with staff over the phone or at the counter, and even on vehicles and airplanes.

It might feel odd if, depending on the destination or timing, you find yourself on a KLM or Air France flight when booking with AirFrance-KLM. The average consumer may not always pay attention to the name or logo on the plane, but the elements of house style and the style of the brand subconsciously provide reassurance.

Here are 5 reasons to apply house style consistently everywhere:

1. Brand Recognition: Clearly branded vehicles or ships increase brand visibility and recognition, enhancing brand awareness.
2. Trust and Credibility: Branded vehicles contribute to the perception of professionalism and reliability, essential for customer trust, particularly in the transportation sector.
3. Advertising and Marketing: It serves as a moving or sailing billboard, offering an effective and continuous form of advertising.
4. Consistent Brand Experience: It ensures a uniform brand experience, crucial for building a strong brand identity.
5. Customer Loyalty: A strong brand appearance can reinforce customer loyalty, as customers feel more connected to brands they regularly see and recognize.

If your company is contemplating a rebrand, it's essential to consider the functions of the brand and the already established Brand Equity. For example, the Thalys brand could be used globally as a train brand since the name has no regional restrictions, unlike Eurostar, which would be limited outside Europe.

A sudden stylistic break can lead to the loss of customers or even rejection by employees or public opinion. Think of the iconic moment when Margaret Thatcher rejected the rebranding of British Airways by hanging her handkerchief over the tail during the unveiling. 

What could go wrong?

Of course, things can go wrong. An unfortunate accident caused by a truck driver or a plane with defects can negatively impact your business. This is where we bridge the gap from house style to the style of the brand.

A professional and responsible brand also asks its employees, ambassadors, drivers, and other representatives to uphold the brand's style. A great example is the Colruyt Group, which, at the suggestion of Remarkable, endorsed the group on multiple consumer touchpoints. The Colruyt Group logo is displayed on trucks, such as those of Okay, along with a request to report any bad driving behavior.

In case something does go wrong, repainting the logo or, in the case of airplanes, the tail fin, can be a solution before media attention arrives—always assuming that internal quality control and the production process are respected (cf. Alaska Airlines and Boeing). 

Do you have questions about the consistent application of your corporate identity? Feel free to contact us for more information.