A TOTAL MAKEOVER TO EMPOWER A B2B NUTRACEUTICAL BRAND
B2B company, POS Bio-Sciences, came to BeyondBrands to elevate their image and presence in the neutraceutical and plant-based ingredient industry, where they had succeeded as a globally recognized processing expert, without benefit of promotion. But POS was ready to make a strategic pivot toward commercializing a pipeline of finished plant-based ingredients, which required increased visibility and marketing efforts. Many players in their arena didn’t understand who they were or the extent of their capabilities, so POS engaged BeyondBrands to rebrand them in order to better reflect the true value of the company, what industries they supported, and to expand their profile.
The multiple challenges BeyondBrands faced in elevating the brand began with POS Biosciences’ need for a stronger, friendlier brand identity. BeyondBrands recognized immediately that it was their first deficit that needed correcting, beginning with finding the right name to replace the unappealing “POS” and creating a new, on-trend logo. The drawbacks of moving a wholesale brand toward finished products was also a hurdle; since POS did not previously sell end products to the consumer or retail base, their strictly B2B model presented challenges in terms of promoting with an ROI.
Our BeyondBrands team began the work of rebranding POS with a brainstorm to kick off a series of naming exercises, targeted strategically to expand the brand’s audience, enhance their market appeal and transform their identity to meet their new focus. We arrived at the winning name: KeyLeaf. Then our internal creative team worked to develop a unique, beautiful and powerful logo that created a visual key from a plant with spiraling roots. We were ready to develop an internal and external communication plan that consisted of a series of announcements we executed to assist KeyLeaf with their public and internal transition to the new company name and logo. BeyondBrands also developed and initiated a social media plan to raise their visibility with a B2B model to the natural products, nutraceutical, and food and beverage industry.
SOLUTIONS: HELPING A RESPECTED BRAND MAKE A MAJOR PIVOT
To transform POS Bio-Sciences to KeyLeaf Life Sciences, we executed the following tactics:
• Logo development
• Strategic communications
• Social media marketing
• Public relations plan
IMPACT & ROI
Shortly after POS Bio-Sciences made a full transition to KeyLeaf Life Sciences their business leads increased exponentially, and they began getting much more traffic and engagement online through social media, which they had never taken advantage of before. Then, a significant turn of events occurred when Canopy Growth, a global leader in the cannabis space, acquired KeyLeaf as part of their long-term strategic growth plan. KeyLeaf now operates as a wholly owned subsidiary of Canopy Growth.