Roche Diagnostics is a market leader in the hospital diagnostic equipment market where after-sale service plays an important role in customers’ usage experience. The Roche Customer Care (Roche CC) division has been leading the competition in providing comprehensive, speedy and high quality services.
The Roche CC leadership team had this far-sighted vision that a superior after-sale service function, if packaged right and communicated effectively, can become a major differentiator and even a purchase decision driver. Illuminera was privileged to be chosen as the partner to help Roche CC to realize this incredible vision.
Finding the anchor point to build a brand
The first hurdle in this engagement was to identify an anchor point that could support a brand which embodies what Roche CC is about, inspires what the division will be about, and differentiate itself from competition. Based on insights from customers and internal staff, Illuminera consultants mapped out the Needs Atlas© in after-sale service, plotted Roche’s and competition’s positions against others, and generated and tested several positioning ideas. In the end, an anchor point that clearly makes Roche CC standout was chosen.
Developing a brand architecture
With the brand anchoring point set, the Illuminera team set out to develop a complete brand architecture which in the future would dictate Roche CC’s brand value proposition, brand personality, tone and manner, reasons-to-believe, etc.
Bringing the brand strategy to life
A brand strategy, regardless how brilliant it is, is merely a piece of document unless it is fully communicated. This is especially a challenge since, unlike a typical product brand, Roche CC has quite different marcom channels (eg. on engineers’ uniform, maintenance status card on the machine, etc.) and various customer types. To ensure Roche CC fully benefit from our strategy, Illuminera recommended the adoption of a brand icon (thus the Panda Jia Jia) and a brand slogan. In addition, our team also developed a brand book which guides and regulates all future usage of the brand strategy as well as the brand visuals.
The new brand strategy and visuals enjoyed an exceptionally welcoming reception during Roche CC’s 2017 annual conference. We believe our efforts will help Roche CC to build a unique and impactful brand that helps the entire Roche Diagnostics business stand out from the crowd.
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