Building the brand

Building the brand

Driving growth through creating customer value by helping businesses anticipate, create and deliver products and services that consumers and customers need and want.

We help to answer the key questions that drive any business and need to develop optimum communication of core brand values

How can you optimize your USP and what is the value proposition?
What is the competitive position? 
What are the potential threats at launch?
What communication strategy and tactics should the company be using with the different customer groups?  
What are the market, brand long-term forecasts?  
What are the benchmarks that need to be monitored for launch?

insight generation


value proposition


insight generation


positioning research


visual and message testing

Visual and
message testing

Building the brand starts at the concept evaluation and proof of principle stage and ends with targeted communication pieces focused on unmet need.

Product positioning against competitors is key to changing minds of your customers and to reinforce your brand and its values. You need to drive how customers think and remember about your proposition. We work with clients and their creative agencies to develop and test campaign concepts and campaign messages. We use different techniques to evaluate all aspects of a communication campaign and  identify appropriate communication of

» What, when, where and why to use
» Key terminology and emphasis (vocabulary testing)
» Brand values and promise
» Supporting claims

We help businesses to:

1. Generate, develop and explore the appeal of alternative positioning platforms and branding execution in order to define the optimal brand position / branding

2. Develop the brand identity and values

  • The key objective here is to explore the verbal and visual imagery associated with the disease with regard to characteristics of the condition, impact on managing the disease on the physician and impact of the disease on the patient.
  • We explore core values associated with the disease and existing treatment approaches and identify the core values associated with the product proposition itself

3. Check core messages to support the brand and develop optimum communication of core brand values / promise 

  • Global brand imagery 
  • Descriptors and terminology 
  • Appeal 
  • Distinctiveness 
  • Preference 
  • Fit with disease and brand values 
  • Performance Vs communication objectives 

Patient Journey

Understanding a patient journey… 

“following a patient from the point of entry into a healthcare system that is triggered by an illness until they are discharged from hospital to their home, care home, hospice or due to death…”

can be the building block from which a business understands where their produce/device/ service is likely to fit. Understanding this journey not only from the patient perspective but also different stakeholder perspectives and their interactions with the patient (physician, nurse, pharmacist, pathologist etc…) will determine:

– Unmet needs and challenges being faced at each stage by patients and other core stakeholders
Identifies your core customer group
– Touchpoints for your brand where there may be additional opportunities to influence uptake
– Brand positioning 
– Messaging for key customer segments. 

Read more about the patient perspective

What our clients say about us...

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Managing Director / Takeda

Contact Us

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