Position Paper 3 - Branding

 Southwest Airlines 

Whenever my family travels long distances, we will often take Southwest Airlines if we fly. It has been a while since I have been in an airport, primarily due to the COVID-19 pandemic and because my family has been making more road trips rather than flying; however, the first airline I think of is Southwest. YouGovAmerica ranked Southwest airlines #3 among their "most popular airlines in America." Although Southwest has an average popularity percentage, they still have an 87% fame percentage. 

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So, what makes  Southwest so famous? This is primarily due to its branding and ability to market effectively. Several aspects go into branding the airline, and they are all essential to gaining consumers and growing the fame of the brand. Southwest Airlines focuses on three main topics for its brand: customer experience, low-cost pricing, and logistics solutions. The brand is also ahead of the game due to its competitive advantage. The excellence of the branding can be seen in the customer experience and the company's mission. 

Customer Experience 

To ensure that customers have a great experience on their flights, Southwest makes the happiness of their employees a priority. No one will appreciate a grumpy or rude employee, especially when traveling. The company backs the decisions of every individual employee while also including some employment benefits. For example, the company offers employees a 401(k) plan and a ProfitsSharing plan, an Employee Stock Purchase plan, health and well-being rewards, and medical, dental, and vision coverage. The ProfitSharing plan at Southwest allows employees to own 4% of the company's outstanding shares. The CEO of Southwest Airlines, Gary Kelly, claims that the company's "relationship with its employees is the 'most important thing:'" 

According to Brandfolder, there are multiple aspects of Southwest airlines that give customers a great experience: 

1. No Cancellation Fees

No cancellation fees are a massive benefit for those who often travel for work. The more you fly, the more often you will need to cancel a flight. Also, in the wake of an emergency, who wants to pay for a last-minute cancellation? The airline makes it quick and easy to cancel your flight on their app or website. If a customer cancels a flight with a nonrefundable share, the airline will give the individual Travel Funds for their next flight. As long as the flight is canceled 10 minutes in advance, the customer can receive a refund or choose the Travel Fund option. 

2. Bags Fly Free 

According to Southwest's baggage policy, customers' "first two checked bags fly free;" however, size and weight limits apply.  The airline does charge for additional bags and oversized bags. According to Brandfolder, this is "an approach opposite to what has become the norm within the airline industry."

3. Pre-Flight Experience 

We all know that airports are not the easiest to navigate, and it is easy to become anxious and stressed while finding your flight. We want a relaxing trip to our destination; we do not want our trip ruined by a horrible flight experience. The airline always has plenty of boarding pass kiosks and ensures the comfort of their customers with nice lounge chairs in their terminals. They also include plenty of charging outlets so flyers can have a full battery when they board their flight. Once on your flight, you are greeted with open seating. Anyone can find a seat they want depending on which group you are in when your board.

Southwest's Mission

Southwest Airlines' brand is seen in its purpose and vision. The company aims to "Connect People to what's important in their lives through friendly, reliable, and low-cost air travel" with the vision "to be the world's most loved, most efficient, and most profitable airline." 

According to oolipo, there are ten main takeaways from Southwest's mission and purpose; however, there is one that I believe covers the brand in general. That takeaway is that Southwest talks about customer satisfaction, not just the product. When flying Southwest, they are not marketing the flight; they sell the experience, which is evident in their brand. Customer service is essential to the company, and customers know it. Excellent customer service goes back to having outstanding employees who treat the customers with kindness to ensure a great experience. 

Southwest's Heart 

The company logo represents four concepts of the brand. According to Southwest: 

Warm Red: "Is intentionally the most prominent color in the Heart, represents the warmth of our Hospitality and the Customer Service we deliver each day." 

Bold Blue: "Represents our innovative Spirit and our focus to constantly be better. To always be ready for what lies ahead!"

Summit Silver: "Is captured in the lines of the Heart. The silver lines and border represent the precision with which we work each day to get the job done across our network."

Sunrise Yellow: "Is there to remind us that our future is always bright. Don’t ever forget that even in difficult and dark times, we know we will do what it takes to manage through a challenging situation—and the sun will eventually rise."

The company spread the message of its logo at the beginning of the COVID-19 pandemic. It was a way to encourage employees and others about the uncertainty of the pandemic, but it is a testament to who they are as a brand. Flying southwest myself, I can always see the hard work the employees put in and the pleasantness they create by being there. The four colors of the Southwest heart truly shine through their brand. The colors are seen in every aspect of the plane, inside and out. 

I chose to discuss Southwest because I usually have a fantastic experience; however, this may not be true for everyone. Regardless, Southwest does an excellent job representing its brand through exceptional employees, excellent customer service, and ensuring a good experience. It was interesting to dive into the airline's brand and see the incredible details they put into following through with their vision and purpose.