In June, Cheryl Barratt Associates tapped Nancy Burgess Strategic Marketing for a website. At the same time, we recognized the need for creating a brand identity—both visual and verbal.
Cheryl Barratt Associates is a niche healthcare consultancy that focuses exclusively on perioperative consulting. Cheryl and her team are experienced professionals who have worked for 15+ years as consultants and have held clinical and healthcare administrative roles. The company provides actionable insights for hospitals, healthcare systems, and ambulatory surgery centers. Launched in 2001, Cheryl Barratt Associates had no website and a simple, basic logo.
Our Actions: Creating a Brand Identity
To start, we identified the company’s brand personality and its style of communication. Additionally, we identified and described three buyer personas. We looked at these personas’ pain points, their challenges, and how Cheryl Barratt Associates offered solutions to these customer challenges.
Furthermore, we studied five key competitors. We compared their logos and thoroughly reviewed the competitors’ brand messaging. These five competitors, all perioperative consulting firms, had similar messages to one another. Their messaging did little to distinguish themselves in the marketplace.
From this exercise, we were able to pinpoint the key areas of differentiation for Cheryl Barratt Associates. As a result, we created a variety of logo concepts from which Cheryl and her team could choose. Some of these featured the blue-green logos of healthcare, while others stood out for their innovative colors.
Brand Identity Results
Logo and Tagline
We identified three messaging points that made Cheryl Barratt Associates unique. We called these three differentiators “the trifecta of the Barratt Merit
We also used this brand messaging and our keyword research to develop search engine optimized (SEO) copy for its website and to illustrate key points through visuals.
We created a brand identity including a logo, tagline, and messaging platform for Cheryl Barratt Associates. This enabled us to create new business cards, LinkedIn pages, and a new website for Cheryl Barratt Associates that features its differentiated messaging.
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Interested in developing your company’s brand identity or website? Let’s talk. Nancy Burgess Strategic Marketing will buy the coffee. We look forward to hearing from you!