Oceania is an Australian-owned ground handing provider working with airline partners across Australia and the Asia Pacific. They are the team on the ground that helps aircrafts get back in the sky safely and efficiently. A highly successful business with a strategic objective of growth; however their brand did not have a clear personality and positioning, and they struggled to engage their team across the employee lifecycle.
To achieve their objectives, Oceania needed a brand that would clearly communicate their market offering (services, processes, methodology), positively disrupt the market and develop a rewarding team culture. The Oceania Executive Team engaged DAIS to provide advice, strategic recommendations and implementation plans across the business ecosystem, from brand strategy to employee engagement strategy. This project would set the tone for Oceania to look towards their next phase of business.
After facilitating workshops with the leadership team and conducting research to further understand the market and their competitors, Oceania’s current positioning was identified. In an industry of global competitors, Oceania’s brand needed to clearly communicate their key value proposition, be distinctive and memorable, and build team culture. With a unique offering that included processes and a methodology, there was opportunity to productise and brand these as their intellectual property. Making the invisible visible and creating tangible value within their brand that would be their key differentiator to clients. For Oceania, their unique selling point was all about performance, precision and process.
The strategy was designed to position Oceania as a global player with a bold attitude, as well as productising and naming their suite of offerings. The language of ‘Ground Force’ as their technical descriptor and ‘Turn Up Ready’ as their brand promise were combined with an ownable colour and visual identity. Transforming the brand also involved naming and branding their ‘Sphere of Certainty’ methodology, ‘Tune In: Adapt Process’ and ‘Move In: Turn Process’, as well as an innovative suite of employer branding strategies. By speaking to the ground crew mindset, playing on words and leaning into the aviation industry vocabulary, a memorable, confident and fresh attitude and language was crafted.
The new brand strategy is innovative and daring, delivering a language, attitude and personality that drives their new employee engagement program – Full Circle People Program (FCPP).
The program is a complete employee engagement strategy designed to make sure every employee is valued, recognised and rewarded, from recruiting the best talent to retaining outstanding people. This involved in-depth touchpoint mapping, process documentation and asset design across the Altitude Training Program, Altitude Awards, Full Circle Feedback and G-Force performance levels.
It’s important to identify and be able to articulate a differentiated brand promise that connects ‘who’ you are and the promise you make to your markets in a way that creates a positive disruption and inspires your people to live your brand every day.
