Case Study: Building the Hans Airways Brand
Introduction
In the highly competitive landscape of international air travel, establishing a new airline brand is a formidable challenge. Enter Hans Airways, a UK-based long-haul carrier that set out to do more than just transport passengers from point A to point B. Founded with the vision of being "an airline for the people by the people," Hans Airways embarked on an ambitious journey to create a brand that would resonate deeply with its target audience and stand out in a crowded marketplace.
The aviation industry, dominated by established giants and budget carriers, leaves little room for newcomers. However, Hans Airways identified a unique opportunity: to build an airline brand centered around empathy, community, and a genuine commitment to making a positive impact. This case study delves into how Hans Airways navigated the complex process of brand building, from conceptualization to the creation of comprehensive brand guidelines.
Key aspects of this brand-building exercise include:
Defining a Unique Value Proposition: Hans Airways positioned itself as more than just an airline, emphasizing its role in community building and social responsibility.
Crafting a Distinctive Identity: The airline developed a visual and verbal identity that reflects its core values of care, reliability, and excellence.
Creating a Multi-Tiered Brand Architecture: With the introduction of Anand (Economy) and AnandPlus ("More Than Premium Economy") sub-brands, Hans Airways aimed to cater to diverse customer segments while maintaining a cohesive overall brand.
Establishing a Strong Brand Foundation: By creating detailed brand guidelines, Hans Airways ensured consistency across all touchpoints, crucial for building trust and recognition in the competitive airline industry.
This case study will explore how Hans Airways tackled these challenges, examining their strategies, implementation methods, and the potential impact of their branding efforts. By analyzing Hans Airways' approach, we gain valuable insights into the process of building a brand that aims to disrupt the status quo and create a meaningful connection with its audience.
As we delve deeper into the various elements of Hans Airways' brand strategy, we'll uncover the thoughtful decisions and creative solutions that went into crafting a brand designed to soar above the competition and make a lasting impression in the world of aviation.
Challenges
Hans Airways faced several significant challenges in building its brand and establishing itself in the competitive airline industry:
Differentiation in a Saturated Market The airline industry is dominated by well-established carriers with strong brand recognition. Budget airlines have captured a significant market share, making it difficult for new entrants to compete on price alone.
Challenge: How to create a unique brand identity that stands out amidst the noise of existing airlines.
Building Trust as a New Entrant Airlines rely heavily on customer trust, especially regarding safety and reliability. As a new carrier, Hans Airways lacked the track record of established competitors.
Challenge: Developing a brand that instills confidence and trust in potential customers without a long operational history.
Balancing Aspirational Branding with Operational Realities Hans Airways positioned itself as more than just an airline, emphasizing community and social responsibility. The airline industry is known for thin profit margins and operational complexities.
Challenge: Creating a brand that reflects aspirational values while ensuring it aligns with the practical realities of running an airline.
Creating a Cohesive Multi-Tiered Brand Architecture Hans Airways introduced two sub-brands: Anand (Economy) and AnandPlus ("More Than Premium Economy"). Each sub-brand needed its own identity while remaining consistent with the overall Hans Airways brand.
Challenge: Developing a brand architecture that allows for differentiation between service tiers without diluting the core brand.
Communicating a Unique Value Proposition Hans Airways positioned itself as "an airline for the people by the people" with a focus on empathy and community. This value proposition is less tangible than traditional airline selling points like price or destinations.
Challenge: Effectively communicating and demonstrating this unique approach in a way that resonates with potential customers.
Consistency Across Touchpoints Airlines have numerous customer touchpoints, from booking websites to in-flight experiences.As a new airline, Hans Airways needed to create all these touchpoints from scratch.
Challenge: Ensuring brand consistency across all customer interactions to build a strong, recognizable brand.
Regulatory Compliance and Brand Expression The airline industry is heavily regulated, with strict guidelines on safety communications and operational procedures.
Challenge: Expressing the Hans Airways brand personality while adhering to industry regulations and standards.
Cultural Sensitivity in a Global Market As an international long-haul carrier, Hans Airways would serve a diverse, global customer base.
Challenge: Creating a brand that resonates across different cultures and avoids unintentional offence or misunderstandings.
Employee Engagement and Brand Ambassadorship Airline staff, especially customer-facing roles, play a crucial role in brand perception. As a new airline, Hans Airways needed to build its team from the ground up.
Challenge: Instilling the brand values in employees and turning them into effective brand ambassadors.
Adapting to Industry Disruptions The airline industry is susceptible to global events, from pandemics to fuel price fluctuations.As a new entrant, Hans Airways had less financial buffer to weather such disruptions.
Challenge: Building a resilient brand that can adapt to industry changes while staying true to its core identity.
By addressing these challenges head-on, Hans Airways aimed to create a robust, distinctive brand capable of carving out its niche in the competitive airline industry. The subsequent sections of this case study will explore how the airline tackled these challenges through its branding strategies and implementation.
Strategy
1. Brand Positioning
Hans Airways has strategically positioned itself as "more than just an airline," with a strong emphasis on customer care, community building, and making a positive societal impact. This positioning is designed to differentiate Hans Airways in a competitive market by focusing on emotional connections and values beyond just transportation services.
Key positioning elements include:
Internal Positioning
"We are establishing ourselves as a thoughtful airline and we exist to make a positive difference. We understand our customers' needs better than anyone else. Hans Airways will make our customers and staff feel safe, cared for and appreciated. We will endeavour to act in an ethical, sustainable and transparent way. We are growing a community that values diversity, empathy and making sure you have an enjoyable experience. Hans Airways is more than just an airline."
This internal positioning:
Emphasizes the company's commitment to thoughtfulness and positive impact
Highlights deep customer understanding
Stresses the importance of safety, care, and appreciation for both customers and staff
Underlines ethical, sustainable, and transparent operations
Focuses on building a diverse and empathetic community
Reinforces the idea of being more than a typical airline
External Positioning
"Hans Airways is an international long-haul carrier based in the UK. We care about your comfort, safety and community. By choosing Hans Airways, you are not just flying but making a positive contribution to society. We are more than just an airline."
This external positioning:
Clearly states the company's core business (international long-haul flights)
Emphasizes three key pillars:
comfort,
safety,
and community
Suggests that choosing Hans Airways is an act of social responsibility
Reinforces the "more than just an airline" concept
Brand Promises:
Hans Airways has established a set of promises to deliver on its positioning, including:
Caring for people first
Making a positive difference
Respecting diversity
Being punctual and reliable
Committing to security and safety
Acting with care and attention
Always being in the business of caring for people
Offering excellent customer service
Being thankful for every opportunity to better their service
Being friendly and welcoming
Always helping
Being inclusive and unrivalled in service excellence
Tone of Voice:
To support its positioning, Hans Airways has adopted a specific tone of voice that is
Relaxing and calm
Graceful and respectful
Peaceful yet professional
Kind, thoughtful, and conscientious
Warm and comforting
Positive and transparent
Exceeding expectations as a voice for the people
Core Values:
The brand's positioning is underpinned by six core values, prioritized as follows
Offering customer safety
Being reliable
Building a community
Valuing loyalty
Conducting business gracefully
Working hard beneath the surface to deliver excellence
Visual Identity:
The brand's visual identity, including its logo (featuring a swan icon), color palette (primarily Dark Royal Blue and Golden Yellow), and typography, has been carefully designed to reflect and reinforce its positioning as a thoughtful, caring, and community-oriented airline.
Sub-brands:
Hans Airways has developed two sub-brands to further support its positioning and differentiate its service
Anand:
The economy service, emphasizing comfort, inclusion, and social awareness.
AnandPlus:
The "More Than Premium Economy" service, focusing on opulence, comfort, and making customers feel special.
By consistently applying this comprehensive positioning strategy across all touchpoints, Hans Airways aims to create a unique and memorable brand identity in the airline industry, one that resonates with customers seeking more than just transportation, but a positive, community-oriented flying experience.
2. Core Values
Hans Airways has established a set of six core values that form the foundation of its brand identity and operational philosophy. These values are prioritized to guide decision-making, shape company culture, and inform customer interactions. Here's a more detailed look at each core value:
Safety Positioned as the top priority, reflecting the airline industry's paramount concern Stated as "We offer our customers safety" Implies a commitment to rigorous safety protocols and standards Likely influences all aspects of operations, from aircraft maintenance to crew training Aims to build trust and confidence among passengers
Reliability Second in priority, emphasizing the importance of dependable service
Stated simply as "We are reliable"
Suggests consistency in flight schedules, service quality, and overall customer experience
May extend to areas such as baggage handling, customer service, and information accuracy
Aims to create a reputation for trustworthiness and dependability
Community Building Unique focus for an airline, aligning with the "more than just an airline" positioning Stated as "We are building a community" Suggests efforts to create connections among passengers, staff, and broader stakeholders May involve initiatives that go beyond typical airline services Aligns with the brand's emphasis on making a positive societal impact
Loyalty Emphasizes the importance of long-term relationships with customers Stated as "We value loyalty" Likely influences customer retention strategies and loyalty programs May extend to employee relations, fostering a committed workforce Suggests a focus on creating repeat customers and brand advocates
Grace A distinctive value in the airline industry, adding a touch of elegance to the brand Stated as "And we will go about our business gracefully" Implies a refined, dignified approach to all aspects of the business May influence customer service style, conflict resolution, and overall brand presentation Aligns with the brand's tone of voice, which includes being "graceful and respectful"
Excellence While last in the priority list, still considered a core value Stated as "We work hard beneath the surface to deliver excellence" Suggests a commitment to high standards across all operations The phrase "beneath the surface" implies attention to details that customers might not immediately see Reinforces the idea of going above and beyond in service delivery
Additional Considerations:
Integration: These core values are designed to work together, creating a cohesive brand identity and customer experience.
Alignment: The values align closely with the brand's positioning statements and promises, creating a consistent message.
Differentiation: Some values, particularly "community building" and "grace," help differentiate Hans Airways from competitors.
Implementation: The document suggests these values should be communicated to employees, partners, and customers to guide behavior and set expectations.
Prioritization: The explicit priority order provides clear guidance for decision-making when values might conflict.
By focusing on these core values, Hans Airways aims to create a unique identity in the airline industry, one that emphasizes not just transportation, but a holistic, community-oriented, and refined flying experience. These values inform every aspect of the airline's operations, from safety protocols to customer service interactions, helping to deliver on the promise of being "more than just an airline.”
3. Tone of Voice
Hans Airways has developed a distinctive tone of voice that aligns with its brand positioning and values. This tone is designed to create a unique and memorable communication style across all customer touchpoints. The key characteristics are: Relaxing and calm Aims to put passengers at ease, reducing the stress often associated with air travel May involve using soothing language and a measured pace in communications Likely influences everything from in-flight announcements to marketing materials Graceful and respectful Reflects the core value of "grace" in all communications Implies a polite, considerate approach to customer interactions May involve careful word choice and phrasing to maintain dignity and respect Peaceful yet professional Balances a serene atmosphere with the necessary professionalism of an airline Suggests a blend of warmth and competence in all communications Likely influences staff training to maintain this balance in personal interactions Kind, thoughtful, and conscientious Aligns with the brand's emphasis on caring and making a positive difference Implies going beyond basic politeness to show genuine concern for customers May involve anticipating customer needs and addressing them proactively Additional aspects of the tone of voice mentioned in the document include: Customers and staff must feel warmth and comfort Stay positive and communicate with transparency Exceed expectations as a voice for the people This tone of voice is designed to make customers feel "listened to and understood," reinforcing the airline's commitment to being "in the business of caring for people.”
4. Visual Identity
Hans Airways has developed a comprehensive visual identity system to reinforce its brand positioning and values.
Logo:
Primary logo features a swan icon and custom typography
The swan likely symbolizes grace, in line with the brand's values
Multiple variations of the logo are provided for different uses and contexts
A "safe area" around the logo is defined to ensure visual impact
Color Palette:
Primary colors: Dark Royal Blue and Golden Yellow
These colors likely chosen to convey trust, professionalism (blue) and optimism, warmth (yellow)
Secondary palettes are provided for additional design flexibility
The document emphasizes creative freedom in color use where appropriate
Typography:
Headline font: Bliss Pro Bold
Subheader font: Bliss Pro Regular
Body text: Proxima Nova Regular (digital) and Proxima Nova Light
Fallback fonts: Calibri or Arial when primary fonts are unavailable
The combination of fonts chosen for their distinct visual character and legibility
Imagery Guidelines:
Preference for images featuring people and landscapes
Images should reflect the brand's community focus and values
Design Rules:
A 60/40 design rule is specified for balancing the main Hans Airways brand with sub-brands in marketing materials
5. Sub-Brands
Hans Airways has created two sub-brands to differentiate its service tiers.
Anand (Economy Service):
Unique color scheme: Shades of purple with yellow accent
Own logo design, incorporating "Economy" descriptor
Brand values: Welcoming, Safe & Reliable
Emphasizes comfort, inclusion, and social awareness Aims to make all passengers feel cared for and respected
AnandPlus ("More Than Premium Economy" Service):
Regal color scheme: Shades of blue with platinum accent
Distinctive logo design
Brand values: Loyalty, Reliability & Excellence
Emphasizes opulence, comfort, and making customers feel special Includes a supporting pattern for use in brand and marketing collateral
Both sub-brands are designed to complement the main Hans Airways brand while catering to different customer segments and service levels.
6. Brand Promise
Hans Airways has made several key promises to deliver the best service, including:
Caring for people first
Puts customer and staff well-being at the forefront of all operations
Making a positive difference
Aligns with the brand's commitment to societal impact
Respecting diversity
Emphasizes inclusivity and appreciation for all cultures
Being punctual and reliable
Commits to dependable service and on-time performance
Committing to security and safety
Reinforces safety as the top priority
Additional promises mentioned in the document include:
Acting with care and attention
Always being in the business of caring for people
Offering excellent customer service
Being thankful for every opportunity to better their service
Being friendly and welcoming
Always helping
Being inclusive and unrivalled in service excellence
These promises are designed to set clear expectations for customers and guide employee behavior, ensuring that Hans Airways delivers on its brand positioning as a caring, community-oriented airline that goes beyond just transportation services.
Implementation
Hans Airways took a comprehensive approach to implement its new brand strategy. At the core of this implementation was the creation of a detailed brand book. This comprehensive guide ensured that the brand would be applied consistently across all touchpoints, from marketing materials to in-flight experiences.
The airline developed a suite of visual assets to bring its brand to life. This included a range of logos for different contexts, a carefully chosen color palette, and specific typographic styles. These visual elements were designed to work harmoniously across various media, from digital platforms to physical signage.
Recognizing the importance of its sub-brands, Hans Airways created a unique 60/40 design rule. This guideline ensured that the main Hans Airways brand would always occupy 60% of any marketing material, with the remaining 40% allocated to sub-brands. This clever integration strategy maintained brand cohesion while allowing for clear differentiation between service tiers.
The airline also established clear imagery guidelines. These criteria ensured that all visual content, from advertisements to in-flight magazines, would align with Hans Airways' values and community-focused ethos. The guidelines emphasized the use of images that reflected diversity, warmth, and a sense of belonging.
While not explicitly outlined in the brand guidelines, it was implied that comprehensive employee training would be a crucial part of the implementation. This training would likely cover the brand values, promises, and the unique tone of voice, ensuring that every staff member could effectively embody and deliver the Hans Airways brand experience.
Results
As this case study is based on brand guidelines rather than post-implementation data, specific quantitative results are not available. However, the expected outcomes of this comprehensive branding exercise are significant.
Firstly, Hans Airways is poised to establish a distinctive brand identity in the airline industry. By positioning itself as "more than just an airline" and emphasizing community and care, it has created a unique space for itself in a crowded market. The brand strategy also lays the groundwork for clear communication of the airline's values and unique selling propositions. With a well-defined tone of voice and consistent messaging, Hans Airways is well-equipped to articulate what makes it different from other airlines.
Perhaps most importantly, the detailed guidelines set the stage for a consistent brand experience across all customer touchpoints. From the website to the check-in counter, from the in-flight magazine to the flight attendants' interactions, customers should experience a cohesive brand that aligns with Hans Airways' promises. Finally, this branding exercise provides a strong foundation for building brand recognition and loyalty. By clearly defining its identity and values, Hans Airways has created a brand that customers can understand, relate to, and potentially form a lasting connection with.
Conclusion
Hans Airways' brand-building exercise demonstrates a thoughtful and comprehensive approach to creating a distinctive identity in the competitive airline industry. By focusing on core values, community building, and a caring approach, Hans Airways has positioned itself as more than just a transportation provider. The airline's emphasis on being a thoughtful, community-oriented carrier sets it apart in an industry often perceived as commoditized. This unique positioning, coupled with a clear visual identity and tone of voice, provides Hans Airways with a solid platform for differentiation.
The detailed brand guidelines provide a strong foundation for consistent brand application, which is crucial for building trust and recognition in the long-haul carrier market. If executed well, this brand strategy has the potential to create a strong emotional connection with customers and build long-term brand equity.
While the true test of this brand will be in its ability to deliver on its promises consistently, Hans Airways has laid impressive groundwork. With such a comprehensive and well-thought-out brand foundation, the airline is well-positioned to make a significant impact in the industry and potentially redefine what passengers expect from their flying experience.
Please note the author of this article was the Head of Marketing at Hans Airways and directly steered the development of this brand strategy and architecture in collaboration with the airlines creative agency. If you are working on a new or existing brand strategy and would like to discuss how this can be achieved with the best results reach out to Ross (ross@alphadigitalgroup.co) about taking your brand to the next level.