Case Study: Branding
Inviro Medical
Situation
Inviro Medical, a start-up medical device company with operations headquarters in Duluth, Georgia, was poised to enter the safety syringe market. As the company completed manufacturing agreements, Max2o was hired to serve as strategic marketing consultant to launch the company and its products in North America. Inviro Medical was entering a highly competitive environment with a dominant competitor and multiple smaller competitors. Potential customers and distributors needed to view Inviro Medical as credible and stable. In addition, the company was seeking an additional infusion of capital to assist with manufacturing, distribution and marketing.
Objectives
- Position Inviro Medical among potential customers and distributors as a credible, stable company with a 14-year history
- Quickly communicate the key benefit of the company’s flagship product, InviroSNAP! Safety Syringe
- Help the company attract additional funding sources through the quality of the company branding and communications
Strategy
- Enhance existing company logo to maximize readability and present more sophisticated image to various audiences.
- Develop a suite of business papers that operate as mini “billboards” for the company’s signature product, InviroSNAP! Safety Syringe.
- Create a consistent look and tone for all communications materials from sales collateral to business papers, product packaging and Web site.
- Work in tandem with the InviroSNAP! Safety Syringe product launch team (see case study) to execute an integrated PR and marketing campaign and Web site.
Results
A few months after the branding was launched, Inviro Medical received an additional $10 million investment from a funder who noted that, “It’s amazing how together your company is for such a small operation. Your Web site looks like you’re a $100 million company.” A recent review of the first 12 months of branding revealed the consistency of the brand identity throughout all company communications.
