Early Stage Venture Branding
B2B marketing has many different requirements.Yet basic 'strategic branding' disciplines create huge, often overlooked, opportunity.
ONE B2B CHALLENGE:
a small, high-power contender in a rapid, high pressure growth market
... the new EHR (electronic health records) industry ...
needs to get noticed at an upcoming industry event
& get known for tech superiority ... plus
merger with a well-known but old-line provider
the trans4mation...
Beyond a visionary ceo, there was no senior management cohesion. No agreement on the focus of sale.
No agreed-upon marketing strategy, focus or convention theme. And: no merger rebrand strategy designed to fully leverage the value of combining brands.
The Solution:
Initiate a collaborative "brand-value" planning process. This included a fast-tracked offsite to rapidly align internal POVs and create high impact messaging ... with consensus.
In just 3 months:
Working collaboratively with a responsive creative agency, fresh new materials with a clear focus told a brand new
story. It was simple yet compelling, designed to achieve three simplified goals:
- get noticed
- communicate positive change
- jump-start successful sales conversations
results
Major rebranding strategy and a concise set of effective materials led to a successful launch:
