Articles

How they built the brand

Singapore Airlines is an innovator. It was the first airline to introduce hot meals, free drinks and hot fragrant towels with a patent on the scent while providing new forms of entertainment such as personal entertainment systems and video-on-demand for everyone. Innovation is a key driver of the Singapore Airlines brand, while the experience and ambience of its flights are also important factors in the company’s decision-making process.

In addition, the brand focus on technology is demonstrated by the continual updating of its fleet, and today Singapore Airlines has the youngest fleet of aircraft of any of the main airlines.

The company strongly invests in innovation and technology so it can remain an industry leader with a significant point of difference within the airline market.

The iconic ‘Singapore Girls’

The airline has personalised and added strength to its brand with its well recognised flight stewardesses. Commonly known as the ‘Singapore Girls’, they are dressed in an iconic and recognisable uniform designed by leading French clothing designer, Pierre Balmain.

The ‘Singapore’ Girls’ are akin to celebrity in Asia and represent the Asian values of hospitality, gentleness, warmth, caring nature, elegance, and serenity. They are carefully recruited and trained in the company’s core brand values and personality. The Singapore Girl is featured in all company advertising and promotions, designed to evoke warmth and hospitality, thereby helping to set Singapore Airlines apart from all the others.

Lessons we can learn from Singapore Airlines

In simple terms, if your business is to achieve long-term recognition and growth, it is crucial that you understand what you want your business to be, how you want your customers to perceive it and how you want your brand to represent it. Singapore Airlines did this from day one using their brand strategy to achieve their goals and to keep them on track. This is a formula that has kept the airline growing for over 60 years, and by sticking to it will probably continue to do so for another 60 to come.