Brand Identity and Messaging Development for Infectious Diseases Company
Infectious Disease start-up needed to define the value proposition and develop marketing collateral for a new service offering.
Objectives
Develop the customer persona to reveal insights about their buyers’ decisions and bring target customer to life.
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Content creation for value proposition brochure to introduce service.
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Creation of branding including logo, brand colors and look and feel.
Approach
Developed guiding questions for target segment to understand purchase and usage environment, desired experience, beliefs and purchase behavior.
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Gathered relevant data to answer guiding questions through customer interviews and relevant published articles.
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Created persona framework and developed persona story.
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Messaging and content creation based on customer persona.
Impact
Creation of product branding including logo, brand guidelines, and messaging.—Customer value story created and transformed into relevant marketing collateral (brochures, website, case studies).