Before We Fly: How Airline Branding Shapes Our Expectations

I find it interesting to see how quickly we form opinions about brands or companies. Sometimes, we’ve never even bought anything from a company, but we already have an idea of what it stands for. We know what it looks like, what image it projects, what audience it targets, and sometimes even what sort of personality it has – all thanks to the power of branding.

That’s why airlines are a perfect example of this.

When you are boarding a plane, you may already be familiar with the airline’s brand and what they post; you may have seen it on Instagram or TikTok or heard someone talk about their experience. By the time I board, I already have an idea of what this airline is about. 

Branding isn’t just about telling us what a company is. It can influence how we think about it, what we expect, and even how we experience the company. 

An Airline Is More Than a Plane

When I think about an airline’s brand image, I don’t immediately think of its logo.

Instead, I think about what I’ve seen from the airline over time, what I’ve heard about it, its partnerships and advertising, and how they interact with their audience. 

For example, when I think of Air France, which is the principal flag carrier and national airline of France, we can immediately associate the airline with elegance, luxury and a certain kind of sophistication. This association is no coincidence. It was done deliberately since Air France has incorporated these concepts into its communications and customer experience for years.

Its advertising signature, “Elegance is a journey. Air France,” (« S’envoler en toute élégance ») says a lot about its brand strategy. The airline connects its identity to French culture, hospitality, cuisine, fashion, design, and what it describes as the French “art de vivre.” Its campaigns have also used recognizable French symbols, such as the Eiffel Tower to communicate this identity (Air France, 2022).

Air France is not simply saying to the public, “We are an airline that can take you from one place to another.” It is creating an idea of what flying with Air France is supposed to feel like. What you will experience if you choose them. 

That is what makes branding so powerful. It’s because we do not only recognize a brand but we attach a meaning to it. 

From a PR perspective, I think this is important because companies are constantly communicating, even when they aren’t trying to sell something. Ads, social media, partnerships, and customer interactions can all shape how people see a brand.

Your First Impression Might Come From Your Phone

Today, in an interconnected world, we are constantly exposed to social media and content. The way we see a company can be shaped by what we see from them online. 

Airlines have become brands that we interact with every day, even when we are not traveling. Their Instagram feeds, TikToks, advertisements, comments, and responses all contribute to how we see them.

When I look at an airline's social media, I don't just see content. I see a brand personality.

There’s a distinct identity to them, regardless of whether it’s the colours, the type of content, the logo, the typography, the slogan, etc. Everything is carefully thought out to create this identity that people can recognise instantly.

And from a PR perspective, that personality matters. If a brand constantly communicates as fun and relatable, people may begin to see it that way. If a brand presents itself as luxurious and sophisticated, people may associate it with those attributes.

This is where brand consistency becomes important. The different ways a company communicates should work together to create a recognizable identity.

"Brand is the sum total of how someone perceives a particular organisation. Branding is about shaping that perception." Ashley Friedlein, Founder and CEO of technology company Guild (theCEOmagazine)

United Airlines: When Branding Becomes an Experience

I think United Airlines is a perfect example of how an airline’s brand image can go far beyond a logo. With its slogan ‘Good Leads The Way’, United has forged an identity that everyone recognises, centred on human connection, whilst also developing a strong presence on social media.

What I find most interesting is how the airline brings that brand into both digital and real-life experiences.

Its new United Polaris Studio is one example. Part of United's new “Elevated” aircraft interior, the premium suites are designed around privacy, comfort, and personalization, with features such as privacy doors, 27-inch screens, and exclusive food and beverage offerings (United Airlines, 2025).

United isn't just promoting a new seat. They are promoting a new experience that communicates what its premium product is supposed to represent. 

United also connects its brand to pop culture. Its Spider-Man: Far From Home partnership turned a traditional safety video into something memorable, while its connection to The Devil Wears Prada 2 continues that relationship with entertainment.

It’s an excellent idea for a partnership and advertising campaign, as they’re running an advertising campaign with Marvel and “The Devil Wears Prada 2”, both of which have already built up a community and an audience.

To me, this is what makes United's PR strategy so interesting and unique. They find creative ways to become part of the conversations and experiences people already care about.

No matter what it is, a premium seat, a social media post, a safety video, or a movie partnership, each interaction gives people another reason to remember the brand.

The Brand Is the Whole Journey

Thinking about airline branding, I have realized that the brand experience starts long before takeoff and we don’t often realize it.

It starts when you search for a flight, visit the website, see the airline on social media, arrive at the airport, interact with employees, board the aircraft, hear the announcements, experience the cabin, and eventually tell someone about your trip.

An airline's brand can’t be reduced to its logo or name.

Both of Air France and United Airline approaches are different, but they demonstrate the same PR principle:

People don't just interact with brands. They experience them.

PR helps build that story, while the different touchpoints of the customer journey bring that story to life.The way they use branding can influence what catches our attention, what we remember, what we talk about, and even which company we choose.

That is the power of perception.

This is also where I see the connection between branding and public relations. PR professionals are not simply creating messages for organizations. They are helping shape how those organizations are understood by the public.