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Let Eric Carmichael, Principal at MedCraft, Tell You About the Dovetail Branding Process

September 16, 2016
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Posted by Dovetail

Above, listen to what Eric Carmichael has to say about his recent brand experience with Dovetail.

Lots of organizations come to Dovetail in search of a branding partner. Perhaps they are facing disruption in their market place, finding their competition to be particularly fierce or they are aware that they are inconsistent in the way they talk about their company and their value proposition. Many circumstances can lead to deciding to rebrand or refresh your brand.

The process requires keen listening and probing. It requires a willingness to look closely at your organization and ask why your products and services matter to your customers. We listen closely to your key stakeholders, staff, boards, and customers to understand their perception of your market place and your company. We study the competition. We conduct interviews and research. Your brand’s essence exists, our job is to identify it, articulate it, differentiate it and express it consistently.

Eric Carmichael is a principal at MedCraft, a healthcare real estate solutions company. MedCraft became an independent company in January, 2016. Prior to that, they were a subsidiary of a large firm and went by the name of Frauenshuh. In the fall of 2015, Dovetail was engaged to help them go through a complete branding process inclusive of research, naming, brand positioning, and brand expression (new logo, brand guidelines, website, collateral, signage). Today, MedCraft is a leader in building ambulatory care centers nationwide.

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