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Posts Tagged ‘brand refresh’


Rebranding – Reimbursement Principles Inc. – New Brand & Website Launch

Tuesday, May 8th, 2012

Reimbursement Principles Inc. (RPI) has been a great client for the past three years!  What started with a need for Search Engine Optimization (SEO) expertise, eventually earned FiG a complete rebranding project with RPI.  The RPI rebranding involved market research, a corporate identity refresh, website redesign, collateral materials and other marketing support to reflect what their current customers think, feel, and believe into their new brand.  We are extremely excited to share our results!

Before we reveal the new brand, let’s take a look at RPI before:

Being in the medical device reimbursement industry since 1997, RPI is recognized by its current customers as a knowledgeable market leader with an in-depth understanding of the industry and a tack record of success.  However, the brand at that time didn’t reflect the company’s professionalism and their website was not user-friendly for both new visitors and existing clients.

Realizing that the brand did not accurately reflect the company’s expertise, RPI came to FiG for a solution to reinvent the brand and redesign the website.

FiG Approach: A brand is defined by your customers, not you.

Before making any changes, our FiG team conducted a brand audit and took customer surveys.  FiG surveyed client opinions of the company, the product and services that they received, and overall experience when working together.  The audit and surveys revealed a very positive brand preference with current clients, yet a low brand awareness in the medical reimbursement industry.  Though very satisfied by the results of the services, customers were more impressed by the friendly RPI team.  The high loyalty and repete business rate suggested the strong emotional bond between RPI’s brand and its customers.

Our design team translated the emotional connection into relevant images with a cohesive design on RPI’s website. We also focused on easy site navigation with user-friendly information displays.  RPI’s successful track record and expertise now speak for themselves in their new website and brand.

Do you need an internet marketing company to re-invent your brand and your website? Contact FiG to discover the details!

FiG Advertising and Marketing – Rebranding Agreement with Reimbursement Principles, Inc.

Tuesday, August 23rd, 2011

FiG Advertising and Marketing is happy to announce Reimbursement Principles, Inc (RPI) has expanded their agency agreement with us. With the new agreement in place, FiG will help RPI reinforce their brand by refreshing the visual brand and messaging in addition to our current successful SEO efforts.  To ensure their success, we will use marketing research to assess RPI’s core differentiators, sales language, and customers’ perspectives to inform the development of a new website and branded collateral.  We will then suggest ways to improve and leverage the visual brand and associated meaning to streamline the sales and marketing processes.  This will take several steps:

Brand Audit:

  • Customer Response Research:  to help us understand customers’ attitudes, preferences, and purchase-decision process.
  • Brand Inventory: to assess the mixed marketing inputs and delineate the individual and collective effects.
  • Brand Exploratory: to uncover customers’ logical and emotional connections with the existing brand and its associated marketing.

Messaging Development:

  • Current Data Assessment: to identify the gap between brand meaning and messaging objectives.
  • Competitive Analysis: to identify industry opportunities and competitors’ messaging structure.
  • Messaging Guideline & Content Management: to reinforce the brand’s meaning and differentiate from competitors.

Visual Brand Refresh:

  • Identity, Collateral, Website Redesign: to translate the uncovered sources of brand equity into an updated logo, messaging materials, and  website design.