Brand Audit, Perception Analysis and Digital Relaunch for Clinion 2.0

Clinion embarked on a mission to revolutionise clinical research by integrating cutting-edge technologies like AI, ML, and Generative AI into their software platform. Despite their technological prowess, Clinion’s brand lacked cohesion and strategic expertise. They wanted to go all out and spread their good work and value their brand created in the clinical research during COVID-19.

The existing brand required a brand voice, and a brand messaging strategy to outreach and communicate its technological advancements, market position and achievements that establish authority and credentials.

The Clinion marketing team was working on a lot of aspects around marketing, they reached out to us for brand expertise and prowess.  

We proposed to conduct a comprehensive brand audit to understand the brand perception, messaging gaps – internal and external and what more can we do in brand positioning to launch Clinion AI version 2.0 of their original e-Clinical platform named Clinion. 

The audit findings clearly signalled updating the brand’s identity, revamping its social media strategy, and developing a compelling launch campaign for Clinion AI to effectively position the brand in a competitive market.

As their aligned Brand Consulting team, we worked on the following aspects with their c-suite and marketing team: 

• Brand Audit and Rebranding: We began with a thorough brand audit to assess the existing brand assets, did stakeholder interviews and identified gaps in perception and positioning. This led to a rebranding strategy wherein we upgraded the messaging using colour symbolism and tagline to their logo. This represents Clinion’s forward-thinking approach and future plans.
• Social Media and Content Strategy: Overhauled their social media presence with a six-month content strategy, designed to increase engagement and effectively communicate the new brand identity. We brought in the user generated content on social media and guided their SEO team with detailed recommendations on content repurposing and CTAs. For 06 months we worked as their brand team and managed social media while hand-holding their team on tips and tactics to drive traffic and organic engagement. Our best was a 3000% jump in the brand’s linkedIn page analytics.
• Soft Launch Preparation: We meticulously audited the soft launch phase, ensuring all elements were aligned with the new brand identity. This involved coordinating email campaigns, social media announcements, brand messaging and content updates in their brand collaterals, exhibition designs etc.
• Employer Branding: Enhanced Clinion’s employer brand to attract top talent, aligning internal and external messaging to present a unified brand image. This involved planning and executing how employer branding initiatives shall be shared to leverage digital brand imagery, capturing the essence of culture and people management at Clinion.

Our strategic intervention refined Clinion’s positioning, and brand identity, reinforcing its position as a globally emerging e-clinical platform provider.