Virgin trains

A few days ago, I travelled to Manchester by Virgin trains. It was my first time with Virgin, never having flown with them either.

My previous preconception of the Virgin brand was fun, new and going the extra length. I’ve always had the impression that Richard Branson’s company was a bit quirky and often entering new markets.

I loved the modern design of the trains. The exterior was sleek and subtle. For once, it was nice to see a train that wasn’t overpowering with its branding unlike a certain red, orange and blue competitor…

The interior seemed to be designed for your comfort. Tables folded inwards so you could easily access window seats. Shutters could be pulled down to thwart glaring sunlight and reading lights were available.

Lights in the baggage holders above the seats reflect upon the ceiling, and spotlights run down throughout the centre of the carriages. At every entrance, blue neon lights on walls greet you. Seat details were all electrical, none of those bits of paper poking out of seat tops. Colour is subtly used on the inside too, and everything is curved: the front of the train’s exterior, the corners of the windows, the edges of the seats, the sloping shape of the baggage holder. Design has clearly been a major factor. I felt that Branson wanted to make train transport more of an experience.

Currently, there are Virgin Media, Virgin Atlantic, Virgin Limobike, Virgin Money, Virgin Wines, Virgin Life Care, Virgin Festivals… The list is endless, and I can’t help thinking, how has Branson succeeded? Entering new markets is always daunting, and involves communication and organisation problems as your company grows in size.

I’m fascinated by the branding of companies, and am considering it for my dissertation, so Virgin would be an ideal candidate. Richard branson has moved his company into so many markets, all under the one brand. Amazing.