Bringing Heart to B2B
A distributor can be brand-less, sometimes living in the shadow of the manufacturer they represent. Whether that is intentional or not, it happens because the distributor brand can be overpowered by the product brand which has established equity in the marketplace. Or, distributors can struggle to identify how they are different from other distributors—since they in fact, can be soliciting the same product.
But this isn’t the way it has to be. We have heart for B2B clients. We think they are beautifully layered.
Briggs & Valentine, a recent client of Jones+Co., came to us seeking a brand for themselves. They are a distributor of durable medical equipment (DME), brand new to the space, although experienced in other roles within the medical field. They were seeking something that would make them feel ready, polished and approachable for their new venture.
Like all our projects, we began with stakeholder interviews. Some clients can freeze when I mention stakeholder interviews—thinking they need to prepare beforehand—they do not. The interview is a guided, fluid discussion. For B&V as we will call them, we explored what they picture as the ideal “rep”. Had they met one before, in a prior role, that stood out? What was the rep wearing? How did they interact with the office staff and the doctors?
B&V’s owner was previously an office manager at a neurosurgery center. She understands the ins-and-outs, and more importantly she’s seen a lot of reps come in and out of the practice. She knows what works, and frankly, what can be a turn-off. What she envisioned when she explained the rep she admired—was the cornerstone of her brand. That coupled with someone she believed to have heart and style—her grandmother.
Additionally we knew the name was not going to change. It is composed of personal family names. Our job when creating the brand was to give what could feel disparate to the patient and doctors—meaning. We ran with Valentine. We ran with heart and we ran with the care and comfort that B&V gives patients when they arrive at their home to fit them in braces prior to surgery.
Jones+Co. also tackled the category descriptor. Briggs & Valentine needed a descriptor that could convey quickly to their customers what they are. They are ‘medical distributors’. And although it would be a bit sexier to go with medical solutions or care specialists—it wouldn’t get them in the door of the doctor’s offices cleanly.
To wrap up the brand package, we crafted a tagline that was both full of heart, and aligned with the benefit they were delivering. ‘A Fitting Solution’ did just that. Conveying the differentiator of in-home fittings and a solution that prepared the patients for surgery.
Jones+Co. worked with South & Palm (www.southandpalm.com) to design the brand assets. Jones+Co. has a network of designers and creatives that are perfectly selected for the needs of our clients. Kirsten Turk of South & Palm was the perfect fit for Briggs & Valentine, Medical Distributors.