Case Study
We Rebranded an Industry Pioneer to Reflect Its Global Leadership
THE BACKGROUND
Audioscan is an innovator in the hearing aid business and a pioneer in verification, which refers to a process of customizing a hearing aid to suit an individual’s specific needs.
The founder, an engineer himself, and his team knew they had a leading-edge product. They had done their best in research, design and development of the product but they needed help with communicating this gold standard to their customers. Since we knew they were the leaders in verification, we knew they needed to own this positioning in the marketplace.
THE WORD WAS ALREADY OUT THEY HAD A LEADING-EDGE PRODUCT.
WE JUST TURNED UP THE VOLUME.
OUR BIG IDEA
Create a modern forward-thinking brand that reflected our leadership in verification. By developing the statement, WE ARE The Verification Company, we could take our rightful position as the leader of the pack of less worthy competitors.
We took the Audioscan team through our adHOME Brand Blueprint session in order to ensure there was a collective vision of how Audioscan was to be viewed on the global stage. We talked about their most distinctive brand personality traits and what made them unique.
A NEW POSITIONING STATEMENT
Through our discussions, we discovered that while verification was widely used for children, it was used much less frequently among seniors because hearing loss for them was thought to be the norm. Audioscan didn’t accept this. They wanted to make verification accessible for everyone. We capitalized on this insight to create a new positioning statement to communicate that everyone deserves The Best Possible Hearing Experience.
PRODUCT LAUNCH
Following the brand strategy project, we helped audioscan launch the revolutionary product, the ProbeGuide™. The campaign consisted of print advertising and trade show materials.
THE RESULTS
An in-depth audit was conducted for this brand’s previous website, and top-level recommendations were made, including optimization of mobile usability and user experience. Following the implementation of the takeaways from the digital audit, the following results were generated:
