Creating the Innovize Brand

A Brand New Name and Identity for a 50-year Strong Company

Link Positive recently helped rebrand GML, Inc. as Innovize, positioning this medical-product contract manufacturing company for another 50 years of growth.

Link Positive worked with the leadership team at GML, Inc. to review organizational goals, refine and articulate business strategy, sales processes and marketing efforts. The collaborative planning effort included sessions with the president, strategic planning VP, marketing team, sales and customer service representatives. Together, we determined that a new name and identity were warranted to better reflect the company’s role in the market.

  • Business Strategy Review + Marketing Planning – Link Positive worked with the leadership team to assess the “current state” of business relationships, the  “desired state” of the business, and a strategic marketing plan to bridge the gap toward their goals.
  • Facilitated Team Input Sessions with executive leadership, sales and customer service representatives
    • Identify differentiating attributes to develop unique selling proposition (USP) and positioning. Link Positive helped integrate the Inside Advantage methodology, as the client team had attended presentations, read the book and embraced this as a valuable and actionable approach.
  • Company-wide Presentations with all associates, across three working shifts, to share the company direction, gain support and guide on-brand service delivery.
  • Key Message Architecture with pyramid of high-level concise messages, supporting messages and drill-down by areas of relevance (e.g. industry, discipline, stakeholder role, etc.)
  • Naming and Tagline Lead following a proven process which included establishing naming criteria based upon brand strategy, brainstorming and filtering name candidates,  facilitated with legal review, acceptance, including registration through the U.S. Patent and Trademark Office (USPTO).
    • Innovize – let’s make it better
    • Generic Descriptor: Custom Development & Manufacturing
  • Creative Partner Selection and Collaboration: Establish design partner selection criteria, managed project direction for brand identity design and development of integrated mix of communications touchpoints.
  • Identity Design and Development Direction: logo, brand assets, application and guidelines
  • Visual Model Designs: Developed models to position services in the context of product lifecycle, serving as a customer-focused sight seller
  • Web site: content + functionality strategy, IA formulation, keyword research and SEO efforts, wireframe and theme design development, training and content publishing via Wordpress as content management solutions (CMS), analytics setup and launch activity.
  • Integration of new brand through the mix of touchpoints that help to shape stakeholders’ brand experiences
    • Web Site
    • Literature
    • Case Studies
    • Sales tools and speaking points
    • Business System:Business Cards, Letterhead,Envelopes
    • Trade show exhibit
    • Packaging
    • Email

Contact Link Positive to discuss how we might collaboratively energize your brand and market relationships.

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