Developing and Testing New Branding and Positioning with a Strategy-First Approach

Developing and Testing New Branding and Positioning with a Strategy-First Approach

The Challenge

When the Michigan Center for Oral Surgery (MCOS) in Southgate, Michigan identified their tactical growth plan, the first step included articulating their purpose and they turned to Writing by Design for help.


MCOS serves four core audiences, including referring dentists, direct patients, employees and the community. Their goal was to define an overarching purpose for MCOS in an effort to inspire, align and mobilize employees, the dental community and patients. This included developing branding, visuals, taglines and more.


The Solution

Using our proprietary concept writing tools typically used for developing language for new product marketing and communications, Writing by Design developed messaging and positioning concepts for MCOS that aligned with their desire to rebrand with an identity that more closely matched who they are: a purpose-driven organization.


With a strategy-focused approach to defining MCOS’s purpose, and then branding to follow, Writing by Design conducted competitive and current branding research prior to developing three positioning concepts for testing with MCOS stakeholders. Writing by Design conducted surveys and interviews with referring dentists and patients to get feedback, through in-depth interviews on a budget to guide MCOS’s decision-making.


MCOS Archetype

After completing qualitative research, branch archetype work was completed that paved the way for the development of branding assets, including a new name and logo. (We’ll share more about that later when MCOS launches their new name and branding!)


The Results

The assets have been developed and are ready to go, with clear next steps in place to help MCOS redefine its purpose, and in turn, develop a tactical growth strategy that helps them live it out.


Interested in rebranding or need to review your brand positioning to ensure it aligns with your organization’s goals and future growth plans? Tell us about your plans and how Writing by Design can come alongside your team to help you strategically review your brand identity.

Schedule a Free Consultation       Request a Quote         Contact Us