Branding.

As a communications professional, I'm admittedly passionate about a not-so-little thing called branding. A few years ago I discovered this infographic called "A Model of Brand" detailing all of the elements that go into a brand. The model is exceptional and fascinating.

One of the key elements of a successful brand are brand ambassadors, individuals who have interacted with the brand and liked that experience, who then become a steward of your brand. They are invaluable. Here in Denver, one of the strongest, most recognized brands is "hometown airline" Frontier. Every time I fly with them (which is quite frequently) you'll always find a kid, nose flat against the window, checking to see what "animal" is flying on the tail.

Frontier Airlines was purchased by Republic Airlines last year while in bankruptcy and they have recently mentioned they might get rid of their trademark animals. What they don't appear to realize is that getting rid of the animals is all but eliminating the brand, especially when other "experiences" that reflect upon the brand have been called into question as well, including reliability and customer service. Close to 5,000 of these brand stewards have joined a Facebook campaign to keep the animals and brand in tact.

While changes are inevitable in business, it's important to remember all of the various elements that make up the "Model of Brand." Here's to hoping that the folks at Republic/Frontier realize those animals are and can be more than that, they are key brand elements...symbols, perceptions, name, stewards, promises. Just furry ones!

Image courtesy of Frontier Airlines.