Work / GetProof
A brand built to reach the decision makers.
GetProof had a strong product and no consistent look. We built the brand, got past the gatekeepers by making friends with them, and helped set up a successful exit.
Where they were
A smart product with no consistent look, behind a wall of gatekeepers.
GetProof helped hospitals keep watch on the physicians and surgeons they credential. Hospitals typically re-credential every three years. GetProof gave them consistent access to reporting on a doctor in between, so they could see risks and liabilities from other hospitals before something went wrong.
The product was strong. The brand had no consistent look or feel. And the people who decided, the CEOs, sat behind gatekeepers who were a different audience entirely.
What we did
Three moves that built the brand.
01
One look, everywhere they touched
We built the logo and a visual system, then carried the same look and feel into everything a client could touch: sales team apparel, outgoing voicemail messages, the website, the app, email signatures, business cards, pass-alongs and handouts. Same experience, wherever they met the brand.
- Logo and visual system
- Website and app look and feel
- Apparel, voicemail, email signatures, cards and handouts
02
Friends with the gatekeepers
The CEOs were the audience, but gatekeepers decided who got through. So we created concepts for the gatekeepers, became friendly, and made it easy for them to open the door to the strategy makers. At trade shows we ran an origami campaign: three origami animals, designed and colored with the GetProof logo, printed in the industry magazines they read. Bring your three to our booth, get three more, build all six and enter the raffle.
- Concepts made for the gatekeepers
- Origami campaign in industry magazines
- A trade show raffle people talked about
03
Respect for busy decision makers
Executives are busy, so we made it easy to say yes. We worked on the app’s UI and UX, and sent links to a pre-recorded video demo showing the benefits and how it could save a hospital money. Direct, short and on their time.
- App UI and UX
- Video demo links for executives
- Strategies to reach decision makers directly
More moves
Everything we did to get in the door.
Origami
Fold three. Get three. Build six.
Three origami animals in the magazines they already read. Bring them to the booth, get three more, build all six and enter the raffle.
Word of mouth
People passed our name around.
The raffle created talk around the booth, and people started trying the product.
Voice
Even the voicemail sounded like the brand.
Every outgoing message matched the look, the tone and the promise.
Sales
A team that looked the part.
Sales apparel, cards and pass-alongs that carried the same brand into every meeting.
Video
A demo on their schedule.
Pre-recorded demo links that showed the value in minutes, when the executive had time.
After the sale
We kept supporting him.
After the acquisition, the owner built a new business from the proceeds, and we were there for that too.
The result
Built for the exit they planned, and the next thing after it.
Building toward an exit?
Talk to Jared
Want this kind of thinking on your brand?
You work with Jared directly. Pick whatever is easiest.
Prefer email? jared@ballardbranding.com
What changed
Acquired
GetProof was three years in when we joined. After two years of brand, marketing and voice alignment, connected users grew from 100 to 400. Then a worldwide corporation bought the company, which was the plan from the start.
Why it worked
“We didn’t push past the gatekeepers. We made friends with them.”
“Ballard Branding branded our company to a successful acquisition and created all site architecture, design, and branding.”
Jonathan Black, GetProof