The first précis for the new Stone Bridge Biomedical site came in last week, a summary of the discussions I’ve been having with my brand consultant. It was right, but wrong, complete, but with gaps. There was a problem, but as I fiddled with the outlines, understood it’s a problem with how I express my business, how I frame the story.
Think about how people introduce themselves:
I came from…, earned a degree…, worked for…, live in…
They talk about their resume, not themselves: I, I, I.
In social settings, if asked, I try to start with a light story about what I’m doing that illustrates who I am rather than lit qualifications. I’ll keep it relevant and brief, ask a question or two, and look for a shared basis for connection and conversation
But the top-line definition of my business was coming across like a resume:
Began in 2009….developing patient monitoring software…moved to contract development for other organizations…then consulting and teaching…currently 3 major projects.
Narrative doesn’t tell the story, and it was leading to a web site of snapshots, not exposition or connection.
To make a human connection, I needed Stone Bridge to have definition and motivation, not a qualities and waypoints.
I fiddled with ideas from shallow (“What do you do better than anyone else; why would you be the first person a customer would call?”) to deep (Compelling unmet need, large market; Sustainable differentiated positioning; Scalable business model; Why us; Why now). I thought about what I offer my customers, how I look to them, what I do well, what they want most.
Working together with the branding mentor, it came down to this:
Identity: Stone Bridge Biomedical develops proprietary medical devices, with an emphasis on
- Commercialization of ideas
- Professional care providers
- Class II devices
- European markets
- Tailored planning and resources
- Rapid, focused execution
- Process: Well-defined and compliant
- Team: Draws on a broad, experienced network
- Speed: Focused effort by a personalized team
- Location: Embedded in Europe
- Successful: Solutions delivered to market
- Universities, hospitals, companies defining the commercial potential and development path for patents, prototypes, or spinouts
- Startup companies needing planning or resources to accelerate development
- Investors needing objective diligence or experienced project definition.
- Established companies exploring new technologies, geographies, or markets
With this brand-in-hand, I think that we can go on towards the important communication elements: An “at a glance” depiction of the company’s focus and business model; presentation of our unique offering; description of our products in context of our services; validation that we succeed at what we do.