Personality Shift
Redirecting a brand strategy toward
success in emerging markets.
success in emerging markets.
The Problem:
Empowered Benefits is an innovative healthcare services company that helps people access their personal healthcare and benefit information using easy and accurate web-based tools. To succeed in this increasingly competitive marketplace and in response to their expanding business, Empowered Benefits came to us to help redirect their brand. With a comprehensive suite of new products in the works and the management structure and internal culture evolving, it was the ideal time to make a change. We gave them one.
Shown below: Two pages from the competitive landscape document we created to help determine potential areas for differentiation. The top page shows a comparison of competitors' names, logos and colors while the bottom page illustrates the difference between some competitors' websites (left) and Empowered Benefit's new look (right).
Our Solution:
First, we got the client talking — to us and each other — and helped them realize what Empowered Benefits was and what it stood for as a brand. Workshops we led helped the leaders of the company define their aspirations and better articulate their vision so they could share it with the world. For that, they would need powerful communication tools. Voila!
First, we got the client talking — to us and each other — and helped them realize what Empowered Benefits was and what it stood for as a brand. Workshops we led helped the leaders of the company define their aspirations and better articulate their vision so they could share it with the world. For that, they would need powerful communication tools. Voila!
We started with a campaign button (shown above) and a nomenclature strategy that imbedded their brand essence "Empower" into a new brand identity system that reflected the company's personality (friendly, passionate, intuitive, fun, thought leaders, mavericks). Differentiating and meaningful messages were developed that employees and customers could embrace. A cohesive selection of marketing materials was developed, creating a unified voice and communicating the brand at an emotional level. Some of the approaches we created were clearly and intentionally different from what was going on in the mainstream healthcare.
Shown below, (top) is a marketing brochure that introduces all of the new Empowered Benefits products and (below) the trade show display which made its debut at the CDHCC in San Francisco in May.
Client Results:
The new Empowered Benefits brand was launched publicly on May 8th with much success at the Consumer-Driven Healthcare Conference in San Francisco. Their booth was the buzz of the show — with substantially more visits to the booth than at previous shows. This has resulted in prospects who had not been aware of them in the past now becoming customers and thought leaders in the healthcare landscape now approaching them as partners in creating a new future in the consumer-driven healthcare market.
The new Empowered Benefits brand was launched publicly on May 8th with much success at the Consumer-Driven Healthcare Conference in San Francisco. Their booth was the buzz of the show — with substantially more visits to the booth than at previous shows. This has resulted in prospects who had not been aware of them in the past now becoming customers and thought leaders in the healthcare landscape now approaching them as partners in creating a new future in the consumer-driven healthcare market.
Through our brand development efforts and their insane commitment to innovative product development, Empowered Benefits is beginning to be seen as the leader in delivering the best, most user-friendly healthcare and benefit tools available. There is a long way to go, but Empowered Benefits is resolved to stay true to the brand and keep everyone and everything moving forward with the same vision.
Shown below: A one-page snapshot of the elements and applications that represent the Empowered Benefits brand. Please download a PDF if you would like a closer view.
