Building the Privium Brand
What does it take to provide a personal and memorable experience? To provide added value? To make a lasting impression on the customer? You need to know your customer first. Not just the way he acts but you have to look beyond, what makes him move. What are his deeper whishes and needs? What are his psychological characteristics? A good brand offers both practical and emotional value.
In creating the Privium brand a close analysis of the customer was made. Not just a quantitative gap analysis between the importance and satisfaction of different items, but also an extensive qualitative study of his psychological needs.
Let me take you through the process of building a brand. Of creating the Privium experience. Of responding to people’s deep-seated psychological needs and motivating factors, that has resulted in a highly innovative and unique airport loyalty program, and the introduction of the epic Privium ClubLounge.
Privium is an airport loyalty scheme, offering front parking, priority passport control by the revolutionary iris scan, business class check-in, and access to the ClubLounge. This range of privileges caused a scoop in the airport world. The Privium loyalty program set a standard for business travel worldwide and became very popular with frequent travellers and others who did no longer want to wait in line. It received several awards, among which CoolBrand and Superbrand.
Step 1 Soul check
The target group of Privium is the most valuable customer of the airport – the frequent flyer. To provide added value a close study was made of their wishes and needs.
Privium offers stress reducing features that give a preferential treatment for frequent flyers.
Core Brand Values
- expressive not blatant
- self assured not arrogant
- quircky not cocky
- challenging not shocking
- creative not dreamy
- sensitive not emotional
- surprising not unaccountable
- human not soft
- balanced with a twist
Step 2 Personality Check
Privium positions itself as premium, high-class, creatively individualistic, ahead of the rest, and appeals to the need to be respected and to feel on-top-of-the-world.
Privium wants to be perceived as exclusive and only available for the lucky few.
Creating the Privium experience
The creation of the Privium experience is based on psychological insights in passengers’ needs. A good brand reaches both instrumental and emotional values and shows itself to be consistent in all its different manifestations: the product, the service and the corresponding room.
The Privium ClubLounge touches the deeper needs of customers and is an interpretation of the Privium brand values.
Privium members are used to being in control, often focused on status and part of a select group. Privium offers visible distinction. Therefore, the Privium members are the centre of attention. This feeling of recognition is translated into the differences in floor level. The passageway forms the natural flow, a ‘catwalk’, giving members literally the feeling of being ‘on stage’, being special. They are the focal point of the lounge.
The feeling of exclusivity is emphasized by using top design interiors, such as the famous Egg Chair, Swan Chair, Bubble Chair, Solitaire and le Corbusier, each a design classic.
Travelling often is a lonely phenomenon. In the ClubLounge frequent flyers feel connected. From any sitting area you can oversee the other areas and have a view of other club members. Even the fixed internet areas have been positioned so they are not facing away from other club members. And naturally, as a metaphor for the connecting statement, there is the long centrally positioned bar.
Other decisive elements for the lounge experience are the lighting, the smell, the staff, the service and the high-quality food & beverages concept with plenty of attention for elements such as organic, authentic and healthy.
Authenticity, the connection between what a brand stands for and how it is expressed, starts with knowing who you are, and what you stand for. It goes further than looking for suitable staff, a suitable architect, and suitable products. The client, architect and interior finishers must not make any concessions that could harm the concept. It is all about respecting each other and reinforcement; each party contributing added value. You can then speak of collaboration and synergy.
This is the power of the Privium ClubLounge. All the details are right. The products and services all need to reinforce each other and seamlessly synchronise with the brand values.