DNAnexus
Developing a brand positioning to anchor future marketing efforts
Customer Insights - Brand Positioning - Brand Personality, Voice & Tone
Challenge
DNAnexus built the most secure cloud platform and global network for scientific collaboration and accelerated discovery worldwide. Seeking to increase awareness of their platform and solutions, they decided to produce a brand video and leverage it to create content for future marketing campaigns. The Brand Director contacted us for help to ensure the key messages used in the video accurately captured the essence of DNAnexus.
Approach
To start, we first reviewed previously completed research about the customer and conducted several stakeholder interviews to align on the overall objectives and goals.
We then developed two overarching brand positionings for the team to consider, with each positioning including a driving insight, functional and emotional benefits, reasons to believe, brand personality and brand essence.
After the DNAnexus team selected one of the two brand positioning options, we then developed a brand manifesto to serve as their internal lighthouse and guide future communications. This was accompanied by the brand voice and tone we created that aligned with the brand personality.
Result
DNAnexus successfully raised 3x more capital than initially anticipated because of the defined brand positioning and messaging, and they are on a path to revolutionize scientific discovery and tackle the world’s most exciting opportunities in human health.
