With an extensive selection of dental plans, dental products, and carrier partnerships, Beta provides leading dental solutions to groups, employers, individuals and families. Beta is a Denver based company that has specialized in their area of coverage since 1990. Throughout their history, they have remained steadfast in their focus to offer high quality products and exceptional service to all of their members.
Beta’s ability to achieve these goals comes from the simplicity of their business model. They make it easy to talk to someone, easy to get answers, easy to go to the dentist, and easy to pay. And when it comes to price point and value, there aren’t other products in the space that compare.
The objective concerned Beta’s need to redefine themselves as an entity, and to not just be known for one of their products – more specifically, the Alpha plan. The issue was that people recognized the Alpha plan, but not Beta Health. We wanted to establish a brand hierarchy and define brand equity, ideally leading to less confusion, improved user experience and website accessibility for the end consumer.
We began by conducting a thorough review of Beta’s marketing activities and existing assets. We wanted to understand where they were starting from, and have a clear sense of the direction we were moving.
To further elevate their brand value and create awareness for the revamped brand, we sat down with leaders from Beta for our proprietary one-day enciteful™ Visioning Session – an opportunity to cultivate strategic, meaningful ideas all in the name of enhancing the brand. The session not only allowed us to immerse ourselves in the existing Beta culture, but also helped us to understand their overall business goals, key competitors, and strategic platform for the future.
A few of the main adjectives and descriptors we felt described the brand after this collaborative session were “care”, “authority”, “powerful”, “necessary”, “superiority” and “affordability”.
When we were working on concepts for their updated logo, we wanted to use their word mark as a sort of visual metaphor for a “path to” somewhere, once again highlighting the idea of simple, smooth connection with their target audience.
Our deliverables included not only logo exploration, tagline development, mockups of marketing materials such as a new letterhead, business envelopes, business cards, brochures, and a Brand and Style Guide to drive their visual identity moving forward.
We felt it was important for all of these deliverables to drive the larger message of Beta home, which is why we developed a Brand and Style Guide as well. We knew we needed to create a consistent and unified brand identity for Beta, because the spoken, written and visual language all work to support the message and promise of who they are as a company, a culture and an evolving brand.
In general, the typical Beta customer is a blue-collar type. They might work in an industry with income disparity and diverse employee needs, meaning they don’t have access to dental care in a typical insurance plan. They are likely to be lower-income and under- or even completely uninsured. Currently, most of their customers are from Colorado and even more are Denver-based.
These people value the simplicity and approachability of that Beta offers.
Beta wants their customers to feel like dental care is accessible, and that Beta isn’t just offering a cheap option – they’re offering a good value. Even beyond customer service, Beta has elevated what they do for their customers to a level of customer care. They exceed expectations in terms of value offered and service delivered.
After unveiling the new brand identity and applying it across the company’s communication touch points, Beta engagement with both potential and current customers grew by a wide margin. The client was very happy with the brand hierarchy, because it allowed Beta to be differentiated and modern, but was still based on insights derived from the Brand Strategy as a whole. They were very excited to launch it to the public after getting great feedback internally from all of their staff and the entire Beta team.
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