article: airlines and the use of language to build brands
TRANSCRIPT
Can you match the slogan to the correct airline? Visit > APEX.AERO/SLOGAN to check your answers.
Language and tone are powerful tools: Taglines and buzzwords can DWWUDFW�TXDOLW\�VWDŎ�DQG�FRQYHUW�SRWHQWLDO�FXVWRPHUV�LQWR�VDOHV��EXW�D�
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by Jenn Wint
If it matters to you, it matters to us
Airline Passenger Experience Association
apex experience
55 volume 5, edition 3
Follow us @theAPEXassoc Language
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“I am a big believer in the power of language to change the world. The way we communicate, whether verbally, digitally or physically, has a massive effect on how we work, live and learn.”Richard Branson
56 volume 5, edition 3 Airline Passenger Experience Association
apex experience Visit us at apex.aeroLanguage
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Traditionally, airlines have been formal in their customer communications, but airline marketing has evolved to LQFOXGH�GLŎHUHQW�PRGHV�RI�GHFRUXP�to appropriately meet customer expectations in various settings. It’s essential for brands to establish a rapport with their customers, making them feel welcome by making personal connections. In premium classes, cabin crew may still address passengers as Mr., Mrs. and Ms., but many passengers QRZ�SUHIHU�D�ŏUVW�QDPH�EDVLV��2QH�RI�WKH�challenges the airline industry faces is the ongoing focus on safety and security. This is where formal communications are often still required. Sharing routine but important information in an engaging and genuine way is a recent trend. Airlines are striving to make airline experiences enjoyable by wearing their culture on their sleeve and including passengers. Tone and language, indicating transparency and shared culture, are the choices for both younger carriers and legacy carriers looking to refresh and keep up with passengers expecting SHUVRQDOL]HG��WRS�TXDOLW\�VHUYLFH�
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Getting Personal
The Language of Business,Q�2FWREHU�������9LUJLQ�DQG�<RX*RY�SROOHG�������\RXQJ�SHRSOH�EHWZHHQ�WKH�DJHV�RI����DQG����RQ�ZKDW�ODQJXDJH�WKH\�SUHIHU�DVVRFLDWLQJ�ZLWK�FRPSDQLHV�
7KH�WRS�WKUHH�ZRUGV�FKRVHQ�WR�GHVFULEH�an ideal business culture were:
Innovation
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Fair to employees
Responsible
Inspiring change
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Airline Passenger Experience Association
apex experience
57 volume 5, edition 3
Follow us @theAPEXassoc Language