Southwest Airlines Embraces Its Unique Culture and Brand Identity
Southwest Airlines, the largest low-cost carrier in the US, has a long history of being different from other airlines. From its humble beginnings in 1967, when it operated only three planes in Texas, to its current status as a major player in the industry, with more than 700 planes and 115 destinations, Southwest has always maintained its offbeat personality and culture.
Whitney Eichinger, senior vice president for culture, communication and employee engagement at Southwest, says that the airline is proud of its quirkiness and differentiation. “Now we’re right over 52 years old and I feel like we’re so proud of the quirkiness of the brand and the differentiation we have within the industry,” she said in an interview with Forbes.
Some of the examples of Southwest’s unique culture and brand include:
- Its colorful livery and logo, featuring a heart symbol and a blue, red, and yellow color scheme.
- Its casual and friendly service, with flight attendants who crack jokes, sing songs, or wear costumes.
- Its no-frills and flexible policy, with no assigned seats, no change fees, and two free checked bags.
- Its employee-centric approach, with profit-sharing, stock options, and a strong union presence.
- Its social responsibility initiatives, such as supporting environmental causes, diversity and inclusion, and charitable organizations.
Eichinger says that Southwest’s culture and brand are driven by its core values of safety, customer service, fun, friendliness, and innovation. She says that these values help the airline to connect with its customers and employees, and to overcome the challenges and opportunities in the aviation industry.
“We’re always looking for ways to make flying more fun, more accessible, more affordable for our customers,” she said. “And we’re always looking for ways to make working more fun, more rewarding, more meaningful for our employees.”
Sources: AirGuide Business airguide.info, msn.com, Southwest Airlines