It was 3 AM in the Sri Lanka airport, and I was running on exhaustion, a body flighting off a head cold, a questionable airport croissant, and the kind of delirium that only comes from long-haul travel that I’ve become rather acustom to.
But despite all that, I stopped in my tracks when I saw them.
A group of Emirates flight attendants—gliding through the terminal, poised, polished, and carrying themselves like they knew they were part of something bigger. And for a split second, I caught myself looking at them with actual googly eyes.
I travel constantly. I’ve been on more airlines than I can count. But I’ve never once had a goal of flying with a specific airline… except Emirates.
My 3 AM brain asked why and I realized it was because they’ve built a brand so powerful, so intentional, that even someone standing at a Sri Lankan airport in the middle of the night (who is not booking a flight at that moment) is sold on the idea of one day experiencing it.
This is the power of branding.
They don’t just operate flights—they sell an experience. Their uniforms, their service, their marketing—it all works together to communicate luxury, prestige, and a world-class experience. They don’t need to shout about arguably being the best airline in the world. They show it in every single detail.
Their branding is so stellar, I think they’re the best airline in the world, and I’ve never even flown with them.
If you think about it, the same is true for your brand.
How you present yourself matters.
You don’t have to be the cheapest option. You don’t even have to be the most well-known option. You just have to be the one that feels like the right choice.
Because at the end of the day, people don’t just buy a product or service. They buy into a feeling. A story. A promise. If how you present yourself doesn’t match that feeling, you won’t be attracting your people.
If you want your business to be the one people daydream about, the one they aspire to work with, you don’t need more noise. You need clarity, consistency, and an experience that makes people feel something when they interact with you.
Does your website, your visuals, your messaging communicate the level of experience you want your people to feel? Or are you blending into the background of your industry?
If it’s time for a brand refresh, I’ve got you. Let’s make your business the Emirates of your industry.
I’m stoked to see ya next Monday,
Bri
P.S. Want to be the brand that has people dreaming about working with you before they even need your services? Let’s grab a cup of coffee and chat. One spot available in March and one in April, start here.
