TALENT ACQUISITION BRANDING
The Situation
The San Diego Biomedical Research Institute (SDBRI), then, a newly formed entity, was struggling to secure high-level talent for available Principal Investigator and post-doctoral positions, due to the overwhelming number of well-established research institutes in the area. Seeking a stronger brand image to attract stellar candidates, SDBRI reached out to Sciencia for help. Working closely with the CEO, we needed to strengthen their mission statement and create an updated logo that would tell the story of SDBRI, while differentiating them from competitors.
The Process
We started the process of performing a deep dive competitor assessment, including website and mission statement review, content marketing strategies and branding elements. Sciencia went on-site and reviewed all the materials with the internal team and, together, we brainstormed strategies and tactics on how to position the institute for success.
We uncovered SDBRI strengths in providing a collaborative, intra-disciplinary environment in which investigators and their research can thrive in a stress-free work environment. The institute was laser focused to create an environment where scientists freely engaged in collaborative research to identify and target common pathways that lead to advanced disease.
The CEOs vision also included fostering public and private relationships, science education and community partnerships to diversify support for chronic disease research. Therefore, we shifted the messaging of the institute to focus on the patients, rather than the research itself, in an effort to engage the public about the Institute’s activities to excite scientific inquiry and identify health problems relevant to the community.
We also evolved the existing logo so it had a more modern look and feel and lightened up the use of colors to promote a sense of community and calm.
The Result
Dedicated to predicting and preventing disease, while accelerating medical advances with research, SDBRI now had a brand image as strong as their mission. By unifying the institute’s brand message, their team was now speaking the same language, which was an important step for the organization’s progression. With this new look and feel, SDBRI was able to secure two new Principal Investigators within a 6 month time period and help advance their mission and position itself amongst the leading research institutes in the area.
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