20 Sep 2023

encite Creates Brand Identity to Redefine Beta as an Entity – Not Just a Product

Some brands become defined by their flagship products or most popular service offerings. For instance, the list of products that fall under the Coca-Cola umbrella is huge – but nobody immediately thinks of Dasani water or Minute Maid juice when they think of the brand as a whole. 

And while we’re not here to downplay how strong, established brand recognition (even if it centers around just one product) can be hugely beneficial to a company, we do understand that sometimes brands want to communicate to their target audience that they are more than their best-selling item or their most talked about service offering. 

This was exactly the challenge we were working to address with Beta. 

With an extensive selection of dental plans, products, and carrier partnerships, they provide leading dental solutions to groups, employers, individuals and families alike. Their goal has always been clear – to offer high-quality products and exceptional service to all of their members. They make it easy to talk to someone with answers, easy to go to the dentist, and easy to pay. 

Simple enough, right? 

Not quite. 

The issue was that they were known for just one of their products – more specifically, the Alpha Plan. People knew about the plan, but were unaware of the fact that Beta Health was the one bringing it to them. We wanted to establish a brand hierarchy, define brand equity, and provide some clarity to website visitors and eventual end-consumers. 

We set out to highlight concepts like “care”, “power” and “superiority” in our written communications and use their existing word mark as a visual metaphor for a path to somewhere, once again emphasizing the idea of a simple, easy connection with their target audience and an ability to provide superior care to people who need it. 

In its entirety, this project and its deliverables included logo exploration, tagline development, mockups of marketing materials such as new letterhead, business cards, and a Brand and Style Guide to drive their visual identity forward. We knew we needed to create a consistent and unified brand identity for Beta, ensuring that the spoken, written and visual language all came together to support the larger message of who they are as a company and evolving brand. 


I’m Sophie Mann, and I work at encite branding + marketing + creative as Vice President of Strategy. My job entails a continuous study of business, marketing, data and culture, all in the name of driving strategy forward. I’m passionate about helping brands resonate more strongly with their consumers and communicate with their ideal clients. I’m also a proud graduate of the University of Kansas - Rock Chalk!

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