by Darren Evans, Creative Director - The Engine Room
The economic downturn has thrown up many challenges and problems for business owners; the shift in landscape and changes in regional business support will place more pressure on the need to stand out from the crowd – to attract new business, investment and the best talent.
Yorkshire and Humber is home to a range of exceptional healthcare technology organisations offering outstanding and innovative products and services. Yet they don’t all look exceptional.
Innovation is all about being ahead of the game and getting noticed. But some pioneering companies forget about how they themselves look.
Your company and your product need to stand out. You need to ask how your organisation appears to potential clients and how your external image reflects the ambition, quality and direction your product or service offers. Are you easy to understand? Does the experience match the expectation?
Having a recognised brand is essential. It helps you to:
- Differentiate your organisation from the competition
- Create a valuable perception of quality
- Re-position your organisation in a way that appeals to larger or new types of customer
- Appeal to new customers and promote loyalty in existing ones
Having worked with Medilink members in the past, we recognise the importance of reputation and brand management within the sector.
After re-branding medical device companies such as Xiros, we understand the importance of creating a brand proposition that identifies and reflects the innovation and quality of their organisation.
We worked with the company to reposition their key messages and change the perception of who they were; making it easy for potential customers to understand the company and their offering.
The rebrand of Xiros saw an increase of 700% in new projects through their Fastrax™ product development programme; proving that a successful brand is an incredibly valuable business asset and crucial to any sustained business growth strategy.
Please pose your questions to Darren below