The shamrock takes centre stage, it retains its warmth and emphasises the hearts which is a good idea. In regard to the new brand refresh, there has been a lot of emphasis on the execution rather than how the brand is defining the future of how customers will experience Aer Lingus and how its reputation will be maintained. We do know that the new brand refresh is to reflect an international airline that connects, bring to life its value positioning and an airline that is in touch with modern Ireland. While the launch video explains the rationale, position and process, little has been written in the press about how the brand refresh will support the business case or assist in repositioning the airline, or how the brand experience will change in offering new products or services that will differentiate and motivate customer to chose them, rather than price. One problem that may have existed is getting to understand what Aer Lingus’s positioning was, the brand had been stuck between a value operator and a flagship carrier, trying to compete with Ryanair or position itself as a great flagship carrier like Swiss or Lufthansa.
Great branding programmes start with real problems, real insights and a strong brand platform of vision, mission, purpose and personality, executed meaningfully across people, products, services and communications – a brand is what a brand does. Now the brand refresh has been launched how do we assess whether it is good or bad? At RichardsDee our viewpoint is that branding has to create meaningful change, helping brands adapt, motivate, grow and be the best that they can be. But it never recaptured the uniqueness, warmth and personality established in the rebrand completed 20 years ago – which was a benchmark in how an airline uses all experiences to reinforce a brands reputation. In the past decade, the brand identity had transitioned from a dot.com sales logo to a well presented commercial brand. Now twenty years later, Aer Lingus has embarked on a significant programme to overhaul its brand identity with a more “modern and fresh” image. The Aer Lingus brand identity was in need of an update.
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