The BIG Kahuna

See how properly positioning your brand identity can leverage your branding!

Boston Eye Group came to us a short time ago with a concern that their current brand identity and positioning was not what they intended or wanted. We brainstormed with the owner, Dr Melki and the marketing team to uncover what brand identity would be appropriate.?

Problem: Brand Identity and Positioning out of alignment with goals of Boston Eye Group and their new division Boston Laser.?

Here is Boston Laser?s Current Logo, with no supporting tagline:

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As you can see it shows an eye with cut out to represent laser surgery. This logo and positioning was wrong on many levels:?

1.???? It?s not about the laser ? It?s about the customer?s vision

2.???? The cut out could be interpreted as ?cutting out? the eye, this is untrue

3.???? Lack of tagline to properly position Boston Laser

BIGaction: Brainstorming session to uncover brand identity and positioning.

BIGresults: Dr Melki is the premiere Lasik surgeon in the country. Lasik surgery is becoming a commodity to some and unfortunately consumers are treating it as such. This is not true and these are YOUR eyes. Dr Melki charges a higher fee for masterful service and the value proposition reflects that. The result is safe, painless, clear vision at a premium price.??

The new positioning of focusing (pardon the pun) on the customer?s vision through Dr Melki?s expertise was born.?

Here is the new Logo, Tagline and Corporate Identity System:

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As you can see the new logo promotes a clear concise vision incorporating the pupil into the name. We?ve also created the tagline ?Your Eyes. Our Vision?, this differentiates Boston Laser from the commodity type eye surgeons he competes against by saying your eyes are important and I?m an expert, price matters.?

Keep in mind; your logo and tagline represent your brand. If your logo and tagline don?t represent your brand identity and positioning then you?ll be off the mark. A logo should not be designed to be a ?pretty picture? but instead offer a strategic differentiator. This is what separates good logos from bad logos.?

This entry was posted on Saturday, July 21st, 2007 at 7:37 pm and is filed under Branding News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.