Your brand is the expression of the essential value of your business, product or service. Creating and maintaining a brand is an important part of a company's life cycle. Your brand is strongly focused on your main target group. At Koneksa Health we are focusing on two main user groups: our customers (clinical research and pharma) and end users (study participants).
Koneksa Health - “Caring, Professional, Stands Out”
One of our main goals is to streamline data collection in clinical research; we want to make it as seamless as possible for participants to provide data to the researcher. That is why we decided to put more effort into to our end user target group when developing our visual branding style. Our main goal is to communicate caring and trust, at the same time keeping a clean and professional feel that communicates equally well to our business customers. Here’s our recipe for creating a successful brand:
1. Know your target group
We watched tens of hours of interviews with individuals with Type II Diabetes, learned what is valuable to them, how they live their daily lives and their relationship with their disease. This helped us understand their mindset (aspirations, fears) and how we could create a product that doesn't interrupt their life while also engaging them in the research process.
2. Create a first set of ideas
We developed the first set of ideas for logos and color palettes based upon what we thought would appeal to the end user group. We voted all possible solutions internally - choosing the five most popular versions to proceed to the next step. Of course, we also made a bet which logo and color scheme would “win” with the end user.
3. Test and validate
We then asked our pilot study participants to describe different color palettes using keywords and showing them different versions of the logo - asking them to describe what a specific logo makes them think a particular company does. Last, but not least, we asked them to rate the logos from one (best) to five (worst). The most popular keywords for the solution they selected were: “stands out”, “playful”, “favorite”, “caring”, “health”, “makes me want to know about the company”.
4. Turn the winning solution to a set of brand materials
Creating a stylebook (also known as brand book) is the most helpful way to keep your whole team on the same page how to use different assets and colors across different mediums.
E.g. if you're a software company like us, your branding will be used by the design team for creating marketing materials and designing the software application, as well by the development team. The business and marketing team will the brand assets to create sales and marketing materials. Delivering the brand and stylebook means making sure everyone in the team knows what message your brand carries and how to use it.
5. Iterate based upon a specific target group
The message you want to communicate to your different target groups can vary based on use-case. Looking to stand out at a tech conference or hire an engineer at a job fair, versus communicating your business values or designing a simple and clean analytics platform to appeal to a customer might need a different focus on using your brand materials.