Integrated Branding Case Study A

Integrated Branding

Case Study A

Gabriel Mederos

April 6, 2009

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Table of ContentsMarket Research Page 4Market Assessment Page 5Market Segmentation Page 8Competitive Analysis Page 14Brand Strategy Page 17Brand Vision Page 18Brand Mission Page 19Brand Objectives Page 20Brand Values Page 21Brand Promise Page 22Brand Essence Page 24Brand Positioning Page 25Brand Personality Page 26Tone and Manner Page 27Brand Identity Brief Page 28Brand Name Page 33Logo Page 34Tagline Page 35Key Messages Page 36

Market Research

Market Assessment

Market Segmentation

Competitive Analysis

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Market ResearchIn order to determine how to develop a brand that clearly defines the organization’s value proposition while ensuring alignment with the corporate strategy, research was conducted to segment and assess the market, as well as determining potential competition in the market space.

The tools used to assess the market were a SWOT analysis which defined the organization’s strengths, weaknesses, opportunities and threats; a Business Screen which looked at potential markets and assessed the attractiveness of these markets in comparison with the organization’s service offerings. The business screen determined which are the markets that are most attractive to pursue immediately, while outlining some markets that may potentially be attractive moving forward.

An Ansoff Matrix was used to effectively segment the market and align the existing and potential market sectors to the organization’s products and services. A market archetype was conducted for the four key markets identified. The brand strategy was determined based on the market segmentation information and corporate strategy.

Finally, a Growth-Share Matrix was used to identify potential competitors and determine their current market share. Ongoing competitive intelligence will be performed and the matrix will be updated to reflect any changes.

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Market Assessment

- Easy

- Affordable

- Convenient

- Quick results- Trailblazer- Marketing- Canadian

- Reliability of results

- Potentially negative perception of services offered

- Potentially cost-restrictive for consumers

- Unproven offering

- Leader in innovation

- New market segments

- First-mover status

- Control pricing

- New competitors- Privacy legislation- Potential legal issues resulting from inaccurate results

Strengths Weaknesses

Opportunities Threats

SWOT Analysis

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Market AssessmentBusiness Screen

Strong Medium Weak

High

Medium

Low

Medical

Business Strengths

Indu

stry

Att

ract

ive

ness

Legal

Financial

Small Businesses

Consumers

Security and Surveillance

Military and Police Forces

Government

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Market AssessmentMarket Opportunities

Medical – Doctors, researchers, hospitals, clinics, etc.

Legal – Lawyers, Paralegals, law office staff

Financial – Insurance companies

Consumers – General public

Small Businesses

Security and Surveillance – Private investigators

Government – Citizenship and Immigration Canada

Military and Police Forces – Army, Navy, Air Force, Police Departments, RCMP, etc.

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Market SegmentationA - Medical

B - Legal

C - Financial

D - Consumers

E - Small Businesses

F - Security and Surveillance

G - Government

H - Military and Police Forces

Barriers to Usage:

Privacy legislationCostLack of familiarity with service

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Market Segmentation

Existing Product New Product

New

Cu

sto

mer

Exi

stin

g C

ust

om

er

Maintain Penetrate

Acquire Diversify

A

B

C

D E

F

G

H

Ansoff Matrix

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Target Market Segment Benefits

Medical

Accuracy and reliability are critical elements for medical practitioners. Clairvoyance’s accurate and reliable DNA analysis ensure that patients are provided with the most accurate information, in time, all the time.

Key benefits:

Accuracy – Medical professionals are provided with the industry’s most accurate results.

Reliability – Customers can expect premium service and quality. When they use Clairvoyance, they know they are being served by the best in the business.

Speed – Standard DNA analyses are completed and returned to the customer in mere days. This quick turnaround ensures that patients receive their results in a timely fashion.

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Legal

Genetic matching can help tip the scales when it comes to solving paternity questions. The need for accurate results from a reliable source is imperative. Clairvoyance provides the accuracy and reliability that legal professionals require to solidify the case.

Key Benefits:

Accuracy – Legal professionals are provided with the industry’s most accurate results.

Credibility – Clairvoyance’s reputation as the industry leader ensures that results are seen as credible and reliable.

Innovation – Clairvoyance’s dedication to innovation and continuous improvement provide customers with assurances that the services they receive are always cutting edge.

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Consumers

Knowledge is power. That’s why learning about what the future may hold and how you can avoid or address any potential malady is so important. Along with information, consumers are looking for discretion and convenience when discovering potentially life-changing results.

Key Benefits:

Accuracy – Consumers are guaranteed the most accurate analysis results in the industry.

Confidentiality – All results and information are handled with the utmost in security and confidentiality. The most stringent security processes are in place to ensure that only the consumer (or their designates) are able to view the analysis results.

Convenience – The DNA analysis testing process is quick and easy to use and available through most major drug stores. Analysis results are provided within days for added convenience.

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Financial (Insurance Companies)

Insurance companies are always looking for the most accurate methods of determining the eligibility of potential customers. Clairvoyance provides insurance companies with a roadmap of a potential customer’s health, helping to determine the best insurance policy for each candidate.

Key Benefits:

Accuracy – Insurance companies have the peace of mind that they are being served by the most accurate DNA analysis organization in the industry.

Convenience – Tests and results are administered by Clairvoyance with detailed reports provided in mere days. Clairvoyance takes all the guess work out of the DNA analysis process.

Credibility – Clairvoyance’s reputation as the industry leader ensures that results are seen as credible and reliable.

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DNA LandMarks

Background:

Founded in 1995, DNA LandMarks is a genomics company dedicated to delivering DNA marker services to the agricultural industry.

DNA LandMarks’ services include: DNA sequencing Marker development and validation Genetic mapping Marker-assisted selection Marker-assisted backcrossing Genetic fingerprinting Southern blots Molecular characterization of transgenic events

easyDNA Canada

Background:

easyDNA is an international DNA testing company that specialises in offering reliable, accurate and confidential testing services to both the private and public sector all over the world.

The founders of easyDNA have been involved in the DNA testing industry for over seven years and have capitalised on this experiences to develop easyDNA into a leading DNA Testing service provider.

easyDNA now operates through an international network of offices in over fourteen countries.

DNA Canada

Background:

DNA Canada is a leading provider of private at-home DNA paternity testing and other family relationship testing services.

They utilize a world-class genomics laboratory and a global industry leader in establishing definitive biological relationships.

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Stars Question Marks

Cash Cows Dogs

Relative Market Share

Mar

ket

Gro

wth

Rat

e

14%

12%

10%

8%

6%

4%

2%

10X 5X 1X 0.5X 0.2X 0.1X

easyDNA Canada

DNA Canada

DNA Landmarks

Growth-Share Matrix

Brand Strategy

Brand VisionBrand Mission

Brand ObjectivesBrand Values

Brand Promise

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Brand Strategy

Brand Vision

Brand Mission

Brand Objectives

Brand Values

Brand Promise

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Brand Strategy

Brand Vision

To establish Clairvoyance as the most recognized and respected

brand in DNA analysis worldwide

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Brand Strategy

Brand Mission

To provide strategic, integrated and innovative methods of creating meaningful

dialogue with all customers.

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Brand Strategy

Brand Objectives

- Place Clairvoyance as the dominant brand for DNA analysis in Canada by 2012.

- Elevate the Clairvoyance brand to worldwide

prominence in DNA analysis by 2015.

- Position Clairvoyance among Interbrand’s Top 100 brands by 2020.

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Brand Strategy

Brand Values

The Clairvoyance brand stands for: - Innovation- Knowledge

- Quality- Leadership

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Brand Strategy

Brand Promise

Clairvoyance is leadership, innovation, confidentiality and convenience –

solutions today for a better tomorrow.

Brand Essence

Brand Positioning

Brand Personality

Tone and Manner

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Brand Essence

Brand Positioning

Brand Personality

Tone and Manner

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Brand Essence

Brand Positioning

Clairvoyance is the leading provider of DNA analysis in Canada to business and consumers. Clairvoyance offers the most accurate, innovative and reliable DNA

analysis services in the industry. Our leading-edge offerings, quick turn-around time and dedication to

the utmost in confidentiality set us apart. Clairvoyance is committed to research and

development and as the pioneer in DNA analysis in Canada, we are the first choice in the Canadian DNA

analysis field.

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Brand Essence

Brand Personality

Clairvoyance is understanding and knowledgeable.

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Brand Essence

Tone and Manner

• Personal• Smart

• Modern• Experienced

• Simple• Direct

Brand Identity Brief

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Clairvoyance

Apr. 1, 2009

Background

Do-it yourself DNA analysis is the wave of the future. Imagine being able to determine identify any major health risks or more accurately identify family lineage in mere days. This exciting new technology has the potential to revolutionize how we live our lives.

Clairvoyance is the leader in delivering this technology to Canadians and maintaining that first-mover position is critical to the organization’s success. For this reason, Clairvoyance is committed to positioning the brand as innovative and different. With the cost of DNA analysis dropping exponentially, it is important for customers to understand that Clairvoyance offers them a premium service at a competitive price.

Objectives of the Brand Identity

The key objectives of this Brand Identity exercise are: To create a competitive advantage for Clairvoyance To solidify Clairvoyance’s claim as the innovator in DNA analysis To create an identity that is consistent and drives recognition of the brand To leverage the Clairvoyance brand to raise further awareness about DNA analysis in Canada

Key Brand Attributes

The key Brand Attributes for Clairvoyance are:

Insight

Clairvoyance is committed to continually driving research and development in the DNA analysis market.

Leadership

Clairvoyance continues to blaze the trail, introducing DNA analysis to Canada while continually improving service and delivery to solidify its first-mover position.

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Key Brand Attributes continued:

Confidence

Clairvoyance strives to provide the most reliable analysis results in the market. You can trust Clairvoyance.

Confidentiality

Customer privacy and confidentiality is paramount and guaranteed.

Control

Clairvoyance provides the tools so that customers can be more in control of their lives. We provide the information so that you can live your life better.

Brand PositioningClairvoyance is the leading provider of DNA analysis in Canada to business and consumers. Clairvoyance offers the most accurate, innovative and reliable DNA analysis services in the industry. Our leading-edge offerings, quick turn-around time and dedication to the utmost in confidentiality set us apart. Clairvoyance is committed to research and development and as the pioneer in DNA analysis in Canada, we are the first choice in the Canadian DNA analysis field.

Target Audience

The target audiences are medical practitioners, legal practitioners, insurance companies and consumers.

Key Attributes

Clairvoyance provides a complete DNA analysis that offers a full spectrum of findings, which are complete and thorough enough to identify risks for most major disease classes.

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Key Brand Attributes continued:

Benefits

Clairvoyance’s DNA analysis is reliable and convenient, and results are provided in mere days. Privacy is guaranteed.

Brand Personality Traits

The Clairvoyance brand’s personality is understanding and informed. The tone of voice and manner is personal.

Pricing

Clairvoyance will set the standard pricing for DNA analysis in Canada. Prices will be slightly higher than the competition (which reflects Clairvoyance’s premium position), while still ensuring affordability.

Distribution and Merchandising

Initially, services will be offered via a secure on-line portal. Brochures outlining the features and benefits of the service will be available at select drug stores. A counter-top touch panel interface display unit will stream a flash presentation outlining the features and benefits.

Brand Promise

Clairvoyance provides you the knowledge to live your life well by offering the industry’s most reliable, discreet and convenient DNA analysis service.

Building the Brand

Brand Name

Logo

Tagline

Key Messages

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Brand Name

Clairvoyance

Clairvoyance is defined as the supposed power to see objects or events that cannot be perceived by the senses. It is the French word for “clear-seeing”. The reason for selecting this connotative word to represent the brand was due to the insightful and mystical associations attributed to clairvoyance. A small focus group was asked what words they associated with clairvoyance and some of the responses included: psychic, mysterious, future and advanced. These words fit with the nature of the services offered in their predictive nature; they also align with the innovative and leadership elements of the organization; and they also add an element of mystique to the brand that makes the brand more personal.

The brand name also lends itself to both external and internal marketing initiatives and future sub-brands.

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Logo

Clairvoyance

Knowledge today for A Better tomorrow

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Tagline

Knowledge today for a better tomorrow

The tagline – Knowledge today for a better tomorrow – incorporates the company’s brand promise, while providing customers with the ultimate benefit of the services offered – knowledge. The tagline is simple and direct; reflective of the tone and manner outlined for the brand.

Knowledge today for a better tomorrow is a statement that speaks directly to the piece of mind that the organization provides to all its customers.

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Key MessagesThe following are the key messages developed for Clairvoyance:

Clairvoyance is the leader in DNA analysis services for Canada.

With Clairvoyance, you can learn more about what you can do today to ensure a better life for tomorrow.

We provide the most accurate, confidential and convenient DNA analysis services in Canada.

Clairvoyance is proud of its position as an innovation leader and is continually looking for opportunities to make our services even better.

These statements encompass the key benefits of the services offered by the organization. The messages are also presented in a simple and direct manner, consistent with the brand tone and manner.