Branding Moments: How to DEMONSTRATE What Your Brand Stands For

Services for Real Estate Pros with Napa Consultants

On a recent Alaska Airlines flight, we were very impressed with how the company demonstrated what their brand stands for. Sometimes in branding, action speaks louder than words! But, the right words can also be very impactful.


The first was the smooth handling of boarding by the desk. After they served us beverages, they came around to pick up the glasses and the complimentary little box of snacks. We noticed that each box was flattened and carefully piled separately. Then, each item was placed in its appropriate recycling bag.


We complimented the flight attendant, and she told us that was one the reasons she loved working at Alaska. As we approached our destination, they announced that if the baggage had not arrived at the carousel within 20 minutes, they would give you a discount on your next flight, or additional mileage points.


Just before landing, the lead flight attendant’s last words impressed us even further. He thanked the passengers for flying Alaska because, we were the ones giving him a job, and he loved his job.


In summation, Alaska Airlines stands for passenger care demonstrated by: smooth boarding, caring for the environment, smooth retrieval of luggage with minimal wait time, as well as verbalized appreciation of the passengers.


Oh, and one more thing… They were ahead of schedule on each leg of our trip!

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Written by Ron & Alexandra Seigel-




ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in under 30 seconds?

Watch the video above to see and hear how we do it. 


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Laura Allen, Lake Tahoe - Truckee Real Estate for Sale
Coldwell Banker, Tahoe City, CA (530) 414-1260 - Tahoe City, CA
Tahoe Real Estate Agent Helping Buyers and Sellers

Ron and Alexandra Seigel - It's refreshing to read about an airline that provided you with a great experience and delivered beyond your expectations.  

I agree with you; the parting words from the head flight attendant were excellent and demonstrated that they knew what their brand stood for!  

It's nice to be thanked and acknowledged that you, the paying consumer,were the reason they had a job and they loved their job.

That is the full circle of business completed! : )

Jun 12, 2017 09:36 PM #3
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Very cool!  It's amazing how just saying a few words can have such a big impact for branding.  Their above and beyond acts are different than a lot of airlines.  while others may appear to be recycling, who actually knows.  And their discount and points offer is another key idea.  Great post!

Jun 12, 2017 09:43 PM #4
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Alexandra, when the word airline is mentioned...I think of poor service..outside of Emirates or Virgin... refreshing to read this...Endre

Jun 12, 2017 11:41 PM #5
Gita Bantwal
RE/MAX Centre Realtors - Warwick, PA
REALTOR,ABR,CRS,SRES,GRI - Bucks County & Philadel

This is a nice shout out for Alaska Airlines. Thank you for the information.

Jun 13, 2017 02:06 AM #6
James Dray
Fathom Realty AR LLC - Bentonville, AR
Exceptional Agents, Outstanding Results

Good morning A.  We flew into Portland, Maine yesterday aboard American.  Two of the smoothest flights I've ever taken.  Both planes were clean and the customer service was exceptional

Jun 13, 2017 02:52 AM #7
Sheila Anderson
Referral Group Incorporated - East Brunswick, NJ
The Real Estate Whisperer Who Listens 732-715-1133

Good morning Ron and Alexandra. What a great story! I certainly would want to travel on this airline.

Jun 13, 2017 04:40 AM #8
Sandy Padula and Norm Padula, JD, GRI
Realty One Group - Carlsbad, CA
Presence, Persistence & Perseverance

Ron and Alexandra Seigel No question that there are select shining stars of cusomer service in business. Though I have never flown with Alaska Air, your description of your experience already makes me comfortable in chosing them in the future...if Southwest doesn't fly there! Yup; I love SW and the brand!

Jun 13, 2017 06:07 AM #9
Ruth Vogt
Fairway Independent Mortgage, LLS. Equal Housing Opportunity. Regulated by the Division of Real Estate. - Colorado Springs, CO
719-592-0855 Apply 24/7

Ron and Alexandra Seigel I have only heard great things about Alaska Airlines. When I try and book them out of Denver, they fly under Virgin Airlines and are pricey. Like Sandy Padula and Norm Padula, JD, GRI NMLS#1483386 ,we like SW 

Jun 13, 2017 06:32 AM #10
Joe Pryor
The Virtual Real Estate Team - Oklahoma City, OK
REALTOR® - Oklahoma Investment Properties

I go to Israel through Newark on the new United Polaris class. Once of the first Polaris special lounges is in Newark so I get to experience this with about a 3 hour stay and then being taken to the plane. Everyone should appreciate the branding on making you feel special.

Jun 13, 2017 07:28 AM #11
Elizabeth Weintraub Sacramento Real Estate Agent, Top 1% of Lyon Agents
Lyon Real Estate - Sacramento, CA
Put 40 years of experience to work for you

I fly Alaska Air to Portland for concerts and often to Hawaii, and I really appreciate their first class service. Although it does feel a bit weird to stare at a wool blanket design on the interior of the plane instead of flowers like on Hawaiian. They are often priced a bit better, too.

Jun 13, 2017 08:18 AM #12
Michael Jacobs
Coldwell Banker Residential Brokerage - Pasadena, CA
Los Angeles Pasadena Area Real Estate 818.516.4393

Hi Alexandra and Ron - as Endre Barath, Jr. mentioned the airline industry has certainly been on the wrong side of good moments far too often.  It's good to hear of your positive experience with Alaska Airlines.   Good for them.    

Jun 13, 2017 08:19 AM #13
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Love this post about one of my favorite companies. Can't wait to  hear more about your reflections on branding from your recent trip. 

Jun 13, 2017 10:09 AM #14
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

Thank you very much for sharing your positive experience.

Have an outstanding week.

Jun 13, 2017 11:21 AM #15
Jack Tenold
Caliber Home Loans, Inc. NMLS 15622 - Spokane, WA
Conventional and Reverse

I think Alaska Airlines is an outstanding company and I frequently fly Alaska.

Thoughtful of you to give them a shout out!   I only wish they wouldn't pitch their credit card all the time, however, a complimentary adult beverage now and then helps alot. 

Jun 13, 2017 12:21 PM #16
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debb Janes EcoBroker and Bernie Stea JD Wait till you see today's post.  I took the photo of the boulder near where we parked the canoe.  It was so beautiful, I must have taken ten different shots from different perspectives.  A

Jun 13, 2017 12:43 PM #17
Dick Greenberg
New Paradigm Partners LLC - Fort Collins, CO
Northern Colorado Residential Real Estate

Hi Ron & Alexandra - Alaska Airlines has always been a class act, and they really stand out today from their competition (along with Southwest, another of our favs).

Jun 13, 2017 03:25 PM #18
Stavrula "Sam" Crafa, RNC,GRI, CDPE, PSA
Future Home Realty - Seminole, FL
Providing the integrity and service you deserve.

Providing customers with a GREAT experience is the best branding a company can do. There is no questions that people will want to use them again and again. I have never been on that airline but if I ever do, I certainly will look forward to it after the experience you had. 

Jun 14, 2017 07:48 PM #19
Melissa Spittel
Coldwell Banker Residential Brokerage - Westminster, MD
"Achieving Results Together "

I've never flown Alaska Airlines, but flew Southwest 2 weeks ago (which is my usual airline). Before takeoff, the flight attendant asked all members of the military, both past and present, to raise their hands. Then they asked everyone else to put their hands together and clap. I've never experienced that and was so impressed. Both my destination flight and return flight were loaded with great experiences. No matter what the product, branding can make it or break it.

Jun 14, 2017 07:59 PM #20
Raymond Edler
Keller Williams Realty Dallas Fort Worth 214-552-2091 - Prosper, TX
#1 Real Estate Office in DFW

First class service by an appreciative staff.  Glad to finally hear something positive about the airline industry.  Great tips to keep in mind about what we stand for and how we should appreciate our clients

Jun 15, 2017 04:08 AM #21
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude - Carlsbad

My epxeriences with Alaska have been the same! And given how so many flying experiences are dreadful!!

And this is such a good example of the thesis of your post on branding!

Jun 15, 2017 07:48 AM #22
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