Alpha Source, a medical device distributor and healthcare parts manufacturer, hired Karl James & Company to conduct a brand perception study. The study included hundreds of Alpha Source clients, prospects and employees. Customers included hospitals, clinics, third-party maintenance, group purchasing organizations, and OEM/medical manufacturers.
Karl James & Company met with key executives, reviewed existing customer messaging and materials, mission, vision and values statements, employee communications and numerous other background materials related to Alpha Source’s competitive market set. After designing and distributing the brand survey, Karl James & Company managed survey data aggregation and survey analysis.
Both quantitative and qualitative analysis led to conclusions that identified gaps in the way the brand was viewed by company leadership, customers and prospects, as well as employees. Equally helpful, however, were the areas of agreement about the Alpha Source brand. Gaps identified during the research allowed Alpha Source leadership to address challenges and allowed strengths to determine a foundation on which to advance its reputation.
The brand survey delivered information used to develop an overall brand architecture used both internally and externally. Karl James & Company provided data-driven insights into what brand elements would differentiate Alpha Source. Included in the brand architecture was brand effectiveness criteria, brand rationale, brand vision and values, brand positioning statement, and a brand core narrative. All brand elements are designed to create a consistent assessment about Alpha Source and the value it brings to influential audiences who impact Alpha Source’s ability to advance its agenda.
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