Achieving Brand Clarity for BIND

Problem

BIND, a rapidly growing organization in the health insurance sector, found itself at a critical juncture in its brand development. Years of swift expansion led to a fragmented brand, with various agencies and consultants contributing to different strategies, identities, and principles for individual projects. This resulted in inconsistent and potentially diluted communications across diverse media, hindering the marketing and creative teams’ ability to present a unified and impactful brand message to their target audiences. The lack of a cohesive branding approach threatened to undermine BIND’s market presence and impede future growth by creating confusion among stakeholders and the wider public.

Branding Audit and Analysis

Definition of Brand Value Propositions and Guidelines

Solution

Smart Hive partnered with BIND to conduct a comprehensive branding audit and analysis aimed at establishing clarity and consistency across all communication channels. Our user-centered approach focused on understanding the existing perceptions and aspirations for the BIND brand from multiple perspectives. Through in-depth internal stakeholder interviews, a review of existing branding materials, and a synthesis of gathered data, Smart Hive worked collaboratively with the BIND creative team to identify and articulate the core elements of the brand. This process culminated in the development of a comprehensive branding guide and supporting collateral, providing a clear roadmap for future communications and ensuring a unified brand experience for external partners and audiences. Bind rebranded as Surest in 2022 when United Health Care expanded its ownership stake.