Docbraces
Docbraces sought to enhance their brand presence in both Canada and the US, aiming to connect more deeply with their target audience and solidify their position in the orthodontic market. To achieve this, they enlisted Gene to evaluate, refine, and expand their B2C brand expression. The primary objectives were to create a cohesive brand strategy that resonated with customers, develop a compelling brand purpose, and activate corporate social responsibility (CSR) initiatives that would reflect their values. The project required a detailed approach, encompassing brand discovery, strategy development, and creative campaign execution, to ensure that Docbraces’ brand was both impactful and authentic.
The Idea
The brand strategy development began with an initial brand discovery phase that involved evaluating the current brand platform, conducting a SWOT analysis, and identifying gaps in the brand’s purpose. Workshops were conducted to address these gaps, resulting in the development of a new Brand Purpose framework. For the Credo and Manifesto creation, a creative brief was developed to outline messaging priorities and objectives. Multiple rounds of scripts were presented and refined, culminating in a powerful Credo that encapsulated Docbraces’ vision, values, and essence.
The CSR activation planning included stakeholder interviews and evaluations of past CSR activations. High-level concepts for new CSR platforms were identified and researched. The selected platform was then developed into a comprehensive activation plan, including potential partnerships and marketing communications concepts. For the brand campaign development, the campaign brief was created, and creative ideation sessions produced three campaign ideas. Docbraces selected one direction, which was then refined by the Gene team.
The Impact
The Every Kind of Smile campaign successfully revitalized the Docbraces brand, making it more relatable and engaging for its target audience. The new brand purpose and Credo provided a clear, compelling message that resonated with customers, improving overall brand perception. The CSR activation plan strengthened Docbraces’ community presence, fostering goodwill and demonstrating the brand’s commitment to social responsibility. The brand campaign effectively communicated Docbraces’ unique value proposition, differentiating it from competitors and attracting new customers. Additionally, the brand workshops and new framework aligned employees with the brand’s vision and values, boosting internal morale and consistency in customer interactions.
The Every Kind of Smile campaign exemplifies how a well-structured brand strategy project can lead to significant improvements in brand expression and market impact. Through meticulous planning, creative development, and strategic activation, Gene helped Docbraces achieve its goal of becoming a more vibrant, engaging, and socially responsible brand in the orthodontic market.