LNER - Defining Purpose and Values For a Freshly Launched Brand
In June 2018 the LNER brand launched overnight, replacing Virgin East Coast. We set about defining the brand purpose.
We co-created the purpose and values with over 600 colleagues through surveys, workshops and on the job visits. Once we had developed the purpose and values for the business we developed the implementation plan for the business - identifying how the purpose and values would be lived every day through their customer experience, operations and colleague engagement. For colleagues we produced a launch event and toolkits to enable managers to engage their teams around the purpose.
We undertook extensive co-creation with customers, colleagues and external stakeholders up and down the East coast to understand their needs and priorities. This enabled us to created priority areas for the Responsible Business strategy which aimed to challenge their approach to sustainability and their understanding of fit for the future ready plans.
