The challenge: Intrigue and inform
Veterinary equipment innovator Midmark was respected as a provider of quality products, but needed the marketplace to see it in a new light, as a total solutions provider. They challenged us to position, and communicate, their brand in a fresh way that would:
- Capture their busy prospects’ attention
- Explain how Midmark products open up new revenue streams
- Educate their prospects on the ways Midmark products improve patient care
- Demonstrate how better products = better care = better ROI
- Let prospects see for themselves that Midmark is committed to their success, with valuable business and technical expertise to share
Our solution: A unique brand positioning, and personality to match.
Graphica developed a new brand strategy, including the positioning and messaging platform, to communicate Midmark’s status as a more innovative practice partner. The unique brand personality and voice, conveyed partly through pets, was purposefully quirky but also to the point. Each ad posed a key question on prospects’ minds, letting pets answer with a consistent reply of “Totally!” These ads drove prospects to a new website that demonstrated Midmark’s product offering and new ideas through in-depth, and often interactive, content, and included important “prove it to yourself” features like an ROI calculator.
The brand positioning set Midmark distinctly apart; the personality attracted new attention and created a receptive mood; and the in-depth content on the website confirmed the brand as a leading total solutions source with business-building products, ideas and support for veterinarians.