Virgin Australia’s unified brand takes them high up
With 91 aircraft in it’s fleet in early 2010, Virgin Blue’s market shares were suffering and it’s future unsustainable. Virgin Blue needed a major revitalisation if they wanted to compete as a contemporary business in the leisure airline market. This meant moving away from the “no-frills” low-cost image and undergoing a complete repositioning of the brand. Virgin Blue and it’s sub brands were relaunched as Virgin Australia in May 2011.
The objectives were to re-establish the Virgin Airline brand as Australian’s number one airline and increase their business and market share.
Virgin Airlines united and simplified their domestic and international brands into one unified brand, Virgin Australia, so they could communicate through a single voice. They changed their image and colours to appeal to both economy and business class by retaining the initial white and red colours while adding silver for elegance and purple touches for an edgy contemporary look. These colours were then applied to their uniforms, airport lounges and interior of their planes.
Virgin Australia also analysed the customer experience and applied the new branding across all touch points, from the moment the customer checks-in to the airport lounge; boarding the planes, to in-flight services, dining experiences and seating comfort. These points of contact were rebranded to create a new perception of the brand. The crew announcements, choice of the music and onboard lighting during boarding and take off, menus, materials and surfaces were also considered as they revitalised the brand.
The result of their rebrand were made public in February 2012. Passengers were clearly impressed as growth in Virgin Australia’s corporate and government revenues was up 81%, market shares increased, capturing nearly 20% of the business market. In May 2012, they carried 50,000 more domestic passengers compared to Qantas Domestic during the same period and outperformed Qantas for the first time over a 12-month period.
In July 2012, Virgin Australia was awarded with the prestigious 2012 Skytrax World Airline Awards for “Best Airline” and “Best Staff Service” in the Australia Pacific region. One of the key factors to their financial success was the teams ability to embrace and drive the changes and their commitment to the airline.
The Virgin Australia rebrand has shaken up the Australian travel market with their style, innovation, quality, value for money and best service.
When it comes to branding, change can be a difficult thing to master. How do you know when to rebrand? Here are just some of the indicators when a rebranding strategy may be precisely what your business needs.
https://liquidcreativity.com.au/wp-content/uploads/2020/10/signs_that_mark_the_time_to_rebrand-1.png9821816Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2020-10-26 18:22:112020-11-03 03:34:00Is it the right time to rebrand? | The signs to look for
It's easier to build a successful business when you have a clear brand essence to start with. Learn how to find your brand essence and use it to inform your business and marketing decisions.
https://liquidcreativity.com.au/wp-content/uploads/2020/10/Brand_essence.png471871Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2020-10-19 12:02:422020-10-20 12:06:29Capturing your brand’s essence and how it will help your business succeed
Learn how to create a successful marketing strategy that focuses on growth to help you to reach your demographic and create a higher profit.
https://liquidcreativity.com.au/wp-content/uploads/2020/10/Supercharge_your_business.png9821816Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2020-10-08 11:10:242020-10-20 12:09:3710 Marketing strategies to supercharge your business growth
Without strong brand guidelines, businesses can suffer or not even get off the ground. A set of guidelines will set your brand up for success. Here’s everything you need to know about creating and setting up your own.
https://liquidcreativity.com.au/wp-content/uploads/2020/09/Brand_guidelines_develop_your_own_style.png471871Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2020-09-15 12:33:322020-10-20 11:41:13Everything you need to know about brand guidelines | Advice from a professional
A well-built and managed brand is a significant asset for any business. Here are a few easy ways to measure how aligned your brand is to you.
https://liquidcreativity.com.au/wp-content/uploads/2020/08/Build_a_great_brand-02b.png481881Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2020-08-20 15:44:382020-10-20 11:34:37How to build a great brand that’s aligned with your business
Branding is the actions you take to create that brand like your logo, website, and advertising campaign. Here are a few reasons why branding is vital.
https://liquidcreativity.com.au/wp-content/uploads/2020/09/What_is_branding_in_business.png471871Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2020-08-19 14:02:042020-10-20 11:32:16What is branding and why is it important to your business?