As I was gliding down the first long escalator, I noticed four women going up on the other side. They really caught my attention. Everyone else noticed them too.
What was striking is each of the women was wearing a long wool overcoat that was bright red. You could spot the small cluster of them fifty yards away. As we passed going opposite directions I got a better look at them. They were all attractive women with neat hair and fresh makeup. Their deep red wool coats were beautiful.
Moments later, I arrived at the opening of the tunnel and stepped onto the moving walkway. Immediately, another cluster of women coming my way on the other side of the walkway caught my eye. They too, were wearing those incredible red coats! When they passed, I noted that they, too, were attractive.
When I was three-quarters of the way through the tunnel, I saw a third group of women in those beautiful red coats coming my way. They arrived at the end of their walkway the same time I arrived at the end of my walkway. I was so curious as to who they were that I walked over to ask. When I got within a few feet of them, I said, "Who are you with?"
They all smiled. The two women in front spoke in English-accented voices. They answered "Virgin Air" and they drew out the words as they said them.
"Your coats are beautiful," I said. "They really stand out."
"Thank you, we like them, too," one of the Virgin Air flight attendants said with a big smile. Then they went on their way.
You would have to have been heavily medicated to miss seeing those Virgin Air flight attendants at Dulles Airport that day.
I have never flown Virgin Air, but I will tell you this. If I am ever booking a flight where Virgin Air is an option, I am going to try them.
Here is my point. Organizations spend millions of dollars in advertising, marketing, and branding efforts and they overlook what Virgin Air does not. Virgin understands that good first impressions are not just niceties for establishing and promoting a quality brand, they are critically important. In fact, first impressions may be the most critical factor. Virgin Air also understands that the people of Virgin are the brand. This is obvious, but many people miss this key point or do not take actions to address it properly.
I know Richard Branson is the man behind the Virgin brand and I have read about his outrageous stunts and colorful life. I also am aware of the Virgin name through advertisements and other means. However, none of what I have heard before about Virgin sticks in my mind like those happy, smiling, energetic flight attendants in those beautiful deep, bright red coats. They are the kind of people I want taking care of me on my flight."
Jim Bal
The Goals Institute
The moral of the story is clothes and appearance do make a difference.
If you want to polish and improve your brand, start with the image and appearance of your people and the clothes they wear.
