What they were up against
Baylor Genetics pioneered the human genome and genetics testing industry and has extensive clinical expertise. They are the go-to source for the most complex cases, and have more data than other labs, resulting in more comprehensive diagnoses. After a recent name change, they determined that it lacked meaning and had created confusion about their business. They asked us to reevaluate their brand and their position in the market, and specifically to differentiate Baylor Genetics from niche labs and commercial reference labs.
What we did to help
Our new brand promise, “Ready with Answers,” signifies Baylor Genetics’ commitment to enhancing their productivity and going above and beyond for their customers. In addition to the brand promise, which became an internal rally cry as well as the outwardly facing tagline, Yamamoto developed a messaging platform, brand guidelines and a collateral system that supported the sales process, plus new PowerPoint templates, training materials and website designs. Once the brand look and feel was established, we developed an integrated campaign for the managed care segment with multiple touchpoints including direct mail postcards, email, landing pages and sales literature.
LAUNCH VIDEO
Video
BRAND CAMPAIGN BOOK
BRAND GUIDELINES
POWERPOINT TEMPLATE
TRADESHOW SUPPORT
DIRECT MAIL - POSTCARDS
COLLATERAL - BROCHURES
WEBSITE & DIGITAL
What happened next.
The new brand platform and visual system was well-received by staff as well as business partners. Plans are in progress for test-specific campaigns to healthcare providers as well as direct-to-consumer marketing and a new integrated website.