Turkish Airlines improving brand consistency
Turkish Airlines is a large international brand with many local brand expressions. In Europe alone, the organisation has hundreds of customer contact points. RGN brand identity services advises the airline on their journey to a consistent and uniform brand.
Challenges
- Overview of existing brand expressions
- Check for uniformity
- Large geographical distribution of customer contact points
Compliance audit
Large international brands like Turkish Airlines often have many brand expressions at a local level. Brands must be consistently applied, thereby taking into account quality requirements, to create recognisability and to increase brand value. In order to determine whether Turkish Airlines’ current brand appearance meet the requirements, our Istanbul office performed a detailed compliance audit at all sales/cargo offices and check-in counters in Europe.
Local expertise
For the execution of the compliance audit at all geographical spread locations, we have cooperated with local experts in brand identity. This method allowed us to complete the audit in a relatively short period of time. All existing brand elements are registered in CI-Control, so Turkish Airlines can see at the site level which brand elements are used and whether they meet the guidelines and quality requirements.
Improvement of consistency for a higher brand value
The results of the compliance audit are the baseline measurement that gives Turkish Airlines insight into the current status of its brand appearance. Based on the audit results we have advised the airline on how to improve the appearance and consistency of its brand. With the implementation of CI-Control and the mapping of the current situation, Turkish Airlines already took the first steps. Moreover, the organisation uses CI-Control as a brand portal as well, to document all brand guidelines and requirements. So from now on, all parties worldwide have access to the right data to apply the brand in the best way.
