The brand safeguards the future
Like every brand, the Finnair brand rests on three main supporting pillars: recognition, respect and significance. A strong brand distinguishes a company from its competitors and is closely linked to its financial performance and future competitiveness.
Brand development is long-term, systematic work to which every Finnair employee contributes.
"Customer contacts continually create millions of moments of truth in which one's actions cannot be guided by some externally dictated nonsense. Brand values must be internalised because then acting according to them becomes deep-rooted," explains SVP Commercial Division Mika Perho.
"The brand makeover performed in autumn 2005 is an evolution; a total overhaul was conducted in 1999. This time we didn't delve into basic issues but checked whether the brand values corresponded to our current market situation and our operating environment. The brand is really a continuously moving process," says Perho.
Best in northern skies, European excellence
"Best in northern skies, European excellence" is Finnair's vision, which is fulfilled through the company's strategy, internal values and brand. Corporate values guide internal activity, brand values external activity.
"Brand values represent the company's strategic intent. We cannot dictate what is in a customer's head, but we can set targets and work in every way to fulfil them," adds Mika Perho.
Internally efficient and effective processes, an anticipation of situations and a competitive price-quality ratio build Finnair's brand on a daily basis. The Finnair brand was not created by minimum performance but by legendary stories in which Finnair employees succeeded in surpassing their own and customers' expectations.
The brand shows its power when a customer expressly wishes to fly with Finnair and not any other airline. A strong brand also helps to get through difficult times. A long-lasting, enduring brand requires the constant monitoring of quality.
"The Finnair brand is monitored with various indicators and surveys. The price level of products also tells us something about the brand," says Perho.
Finnair's brand values have been opened into dimensions, which tell us what kind of airline we want to be and what we are known for: Safety, Finnishness, freshness and development. These are our unique strengths and their maintenance and development require constant care and work. They stand the test of time, tell us apart from our competitors and create a strong foundation to build future growth on.
A brand valued by customers creates a sustainable base for future growth, increases sales over the longer term and promotes operational development. It is often said that a good brand presells the product. Every dimension of Finnair's brand is present in every customer contact.
FINNAIR'S BRAND VALUES
- Safety
- Finnishness
- Freshness
- Development
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