The Aspire Way – Branding

the aspire way
brand building

Brands think, act and communicate differently to commodities.

A brand is not a name, logo, identity, product or service. A brand is a collection of thoughts and feelings about experiences with it.

At Aspire, branding is not solely a marketing function, it belongs at the centre of our entire organisation and helps us to define, promise and consistently deliver a unique brand experience, 99.9% of the time. Branding distinguishes Aspire from our competitors to build preference, loyalty and recommendation.

OUR VISION
To become the most recommended multi-use airport lounge brand, as recommended by our employees, customers, passengers, airlines, airports and partners.

Brand pillars

We provide memorable, authentic, welcoming, relaxing and energising travel experiences centred around a beautifully designed world-class multiuser lounge, an inspired menu created from sustainable ingredients sourced from local forests, farms and waters, and a global brand trading on powerful intangible feelings, shared experiences and deep emotional values.

Welcoming

"a kindly greeting or reception, as to one whose arrival gives pleasure"

Relaxing

"to release or bring relief from the effects of tension, anxiety"

Energising

"to give energy to; rouse into activity"

We ALIGN ENVIRONMENTAL QUALITIES WITH the PHYSICAL, SOCIAL & PSYCHOLOGICAL WELLBEING NEEDS of our customers

Branding
Standards we Value

WELCOMING
Kindness
Warmth
Caring
Helpful
Cheerful
Friendly

PASSION
Positivity
Thoughtfulness
Enthusiasm
Open-mindedness
Optimism

PRIDE
Dignified
Happiness
Perceptive
Intuitive
Reliable

RELATIONSHIPS
Respectful
Authentic
Trustworthy
Honest
Considerate
Sincere
Loyal

Branding
Customer Behaviour analysis

We gain an in-depth understanding of our customers’ behaviours, demographics, interests and trends to refine our branding and deliver excellent customer experiences. Customer behaviours vary, not just by global region, airport location, carrier or travel destination, but also by customers’ current ‘travelling persona’, whether that be for leisure, business or both.

Over the past 34 years we have become very proficient at analysing, dissecting and interpreting behavioural trend data and customer insight to implement engagement and operational strategies that are designed to be relevant, timely and appropriate to each audience segment.