A brand transition for a global logistics and transport company
LEMAN is a global transport and logistics provider of road, air and sea transport. With a solid customer portfolio and diverse activities, LEMAN’s continuous growth called for an internal and external brand transformation. Sunrise partnered with the LEMAN Group and LEMAN Regions to collaborate on the transition and work together on a long-term growth journey.
Challenge
With a new management team taking over the tradition-rich company, there was an ambition to shift LEMAN from being a highly product driven brand to one that offers unique, relevant services – while also being an attractive workplace for current and future colleagues. Together with LEMAN’s new organisational structure and “fresh eyes” on the business, Sunrise was tasked with helping guide the direction of company’s new market positioning, go-to-market strategy and activation.
However, with offices around the world covering everything from freight forwarding to finances, the transition not only had to reposition LEMAN from a commercial perspective, but also an internal perspective. A complete rebranding was needed. Together with LEMAN, the challenge was how to communicate the unique LEMAN culture together with its core products and unique market offerings – all while maintaining what already worked well for the brand.
Solution
Together, LEMAN and Sunrise developed a strong foundation of insights to understand and guide the transformation of the LEMAN brand. A holistic insights study of over 60 interviews was conducted, spanning current colleagues, current customers, potential future colleagues and potential future customers. The insights, along with an analysis of cultural trends, the competitive landscape and LEMAN’s unique value propositions, led to a definition of LEMAN’s strategic market position.
The position consisted of a shift from a product focus to a solution focus, and from a local to a global orientation. It was also clear that LEMAN providing the best customer experience in the industry was dependent on the company providing the best for its own people. By continuing to put the well-being and happiness of its people first, LEMAN ensures the best possible care for its customers. This became the basis for the company’s rebranding and its new position as “The global people-first challenger of logistics”.
Result
Highlighting the importance of people at LEMAN, the unique purpose and payoff “Proudly Driven by People” was developed. Throughout the insights study, it became clear that LEMAN colleagues and customers valued the unique culture introduced by the new management team. Through new people-centric initiatives such as ambassador groups, paid sabbatical, new organization structures, a flat hierarchy and more autonomy, LEMAN has taken major steps towards modernizing a traditional industry.
The LEMAN position was brought to life through a new brand platform, which includes an updated visuel identity and a new communication platform made to express the strengths and values of LEMAN. And in close collaboration with LEMAN, Sunrise activated the brand with a new website, social media strategy, inbound lead-generation motor, CRM (sales & marketing) system, and campaign development and production.
With the partnership ongoing, Sunrise and LEMAN are continuously working to build a more value-driven organisation for the company’s colleagues and customers.
