Our work with
PruHealth helps people get the right medical treatment if they get ill. But they’re not just a health insurer. They also help people live healthier lives, so that they’re less likely to get ill in the first place. It’s the single most important thing about their brand – and they wanted it to come across more strongly.
So, with a product launch looming, PruHealth asked us to reposition their brand – to describe their ‘essence’ in words people would understand, and to sum it up in a strapline that would catch the attention of time-pushed brokers. They asked us to create a set of messages to help their team express this essence. And they asked us to define a new PruHealth ‘tone of voice’.
We started with a working session. We heard the team talk about PruHealth in their own words. We looked at work they’d already done on their brand. And we audited their brochures, letters, and web copy.
We used what we’d learned to create a new brand essence for them: ‘Live life well’. Live life well is simple, positive and it gets across in three short words everything that PruHealth is all about – encouraging people to get healthier so they enjoy a better quality of life.
Armed with this new expression of their brand essence, we created some messages to help people convey it. We gave these messages to PruHealth’s marketing team, who road-tested them for two weeks. During this time, we checked how easy people found them to use day-to-day, tweaking things as we went along. After that, we presented final, polished versions. We also presented language guidelines, designed to help everyone communicate in a way that’s right for the brand. And we ran two training sessions to bring the guidelines to life.
Now, the whole team can write and speak in a way that’s full of vitality and life – the things PruHealth is really about.