BUILDING A BUSINESS
TO BUILD A BRAND
The Six Pillars.
How often is it that a client asks an agency to help them develop a new brand? Not just develop marketing materials for a new brand, but actually help them brainstorm and create the business behind the new brand. That’s what Renal Research Institute – a division of our client Fresenius Medical Care – asked Signature Brand Factory to do. Their challenge to us was both daunting and exciting: develop the dialysis clinic of the future. We began by brainstorming on what features this clinic would have. We came up with six. And that became the foundation of this new brand.
Making the Idea Into A Brand
The foundation was built. Now the new business needed a name. Together with our clients at RRI, we developed the name Avantus, from the Latin word meaning “advanced, forward”. From there, we created a whole new identity for the brand, further bringing it to life.
Making the Brand Real.
Now it was time to announce this new brand to the world. The six features or “pillars” of this dialysis clinic of the future were quite compelling, particularly the private renal suites and the dialysis concierge. They took much of the pressures of dialysis off the shoulders of the patients and their families. So, we featured these important points of differentiation in our initial ad campaign.
Extending The Brand Further
In today’s world, you don’t have a brand without a strong presence in the digital world. Signature built a website which thoroughly explained this new brand to all key constituents: patients, families, healthcare professionals and nephrologists. We paid particular attention to the user interface (UX) as we developed the site.
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Questions, Questions, Questions
Asking a dialysis patient to change their routine – even if it’s for the better – is asking a lot. They will have tons of questions before they make a major change in their behavior. So, we made it easy for them to get the right answers. We developed a Question and Answer piece as well as a comprehensive brochure that drove the message home.
The Architecture of the Brand
Most agencies design an ad campaign, a website, some collateral and maybe the brand logo and/or name. Few agencies are asked to extend their vision into the actual product. That’s exactly what Signature was tasked with doing. The lobbies of the Avantus Dialysis Clinics needed a look, one that immediately conveyed that Avantus Clinics were something different, way beyond the norm. And Signature did just that. The moment one walks into an Avantus Clinic, they get the vibe.
And Now a Word from Our Leader.
Avantus was such a revolutionary development in dialysis clinical care that it deserved even more from its marketing campaign. So we developed a video featuring the President of RRI, Dr. Paul M. Zabetakis to fully explain the concept of Avantus to all key constituencies.
Let Us Help Bring Your Vision into Reality, Too!
No matter what your marketing communications need, we can build it for you.
- Strategic Branding
- Brand Name Development
- Brand Extension Development
- Brand Identity Development
- Offline Advertising Development
- Online Advertising Development
- Web Design and Development
- Social Media Planning & Execution
- Email Marketing
- Merchandising Development
- Video Creation, Development & Production
- Point of Sale Graphics/Materials
- Traditional Media Planning
- Online Media Planning
- PPC Media Planning & Execution
- Market Research
- Web and Social Media Analytics
- Social Media Content Development
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email: grow@brandfact.com