Branding a Biotechnology
Creating the brand foundation for a best-in-class antibody technology platform, setting it apart from the competition
THE CHALLENGE
With several antibody-based therapeutics about to launch, our client, a small biotech company, needed a higher profile. It was time to brand their flagship antibody technology platform and earn brand name recognition in the market. But there were 15+ competitor technologies already on the market, so they needed to move fast.
OUR SOLUTION
Our client needed a strong foundation on which they could build their brand. Given the size of the competitive set and the very short timeline, we devised an abridged, yet still impactful, path to brand development. We:
Worked with our client to identify the 5 most important competitors on the market
Produced a deep-dive document outlining the scientific and technical nuances that defined and differentiated each of those top 5 competing platforms, and dissected the language and tone each competitor used to describe their individual technologies
Staged a short series of interactive workshops that included all key stakeholders to craft, pressure test, and vote on positioning themes and personality traits
Solidified a brand positioning statement as well as a brand personality
Crafted a turnkey Creative Brief for our client to use with their creative agency to create brand campaign options, and put those concepts through market research
Informed the Discussion Guide for, and participated in, market research to choose and finalize the brand campaign
THE OUTCOME
The Creative Brief was well received by our client’s creative agency, and the brand foundation held up through multiple rounds of market research.
Today our client has implemented the brand foundation we delivered and plans to use it for the foreseeable future. With the continued success of their technology platform and their new positioning, they are perfectly poised to launch the new campaign, which is currently being finalized, with customers at conferences and on their website.
