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BRAND 

MANAGEMENT & DEVELOPMENT

at BioVeritas, LLC.

Features

01.

The Challenge

02.

The Opportunity 

03.

Building the Brand

04.

LinkedIn Thought Leadership

1

CHALLENGE

THE

When I joined BioVeritas, a promising startup with an incredibly advanced proprietary technology, the company faced significant hurdles in external marketing and brand development. The primary challenge was to present this sophisticated technology in a way that was both attainable and understandable to a non-technical audience.

A. Complex Technology Communication: 

The technology at the heart of BioVeritas is inspirational but highly technical. Simplifying and clearly conveying the need for this technology and its solutions to a broad audience was a complex task.​

B. Establishing Brand Identity: 

As a startup, BioVeritas had minimal brand guidelines and reinforcement in place. The foundational standards existed, but there was no cohesive messaging, company voice, or consistent external appearance.

2

OPPORTUNITY

THE

Working for a startup often feels like trying to fit 26 hours of work into a 24-hour day. My role at BioVeritas presented a unique opportunity to focus intensely on establishing the company's messaging and brand identity. This process began with a thorough evaluation of past efforts, current initiatives, and their alignment with BioVeritas’ overall mission and purpose. From this foundational assessment, I was able to embark on the exciting journey of shaping and molding BioVeritas’ messaging, laying the groundwork for a strong, cohesive brand identity that would define the company for years to come.

Actions Taken:

  • Developed a clear and simplified narrative around the technology to make it accessible and relatable to the target audience.

  • Created comprehensive brand guidelines, including a unified company voice and consistent visual elements.

  • Implemented strategies to reinforce the brand identity across all marketing materials and communication channels, through the development of a marketing intranet site housing all needed marketing assets, guidelines, and other resources. 

This approach ensured that BioVeritas' advanced technology was effectively communicated to potential customers, stakeholders, and the broader market, establishing a strong and coherent brand presence from the ground up.

3

BRAND

BUILDING THE 

BioVeritas Brand Guide

Design & Imagery By: Kaitlyn McCollum

INTRANET 

ASSETS

I developed the infrastructure and all supporting assets for a marketing intranet site, designed to serve as a comprehensive one-stop shop for all marketing needs. This intranet provided staff with a centralized location to access answers to marketing questions, download assets, and receive marketing assistance, significantly streamlining internal communications and resource management.

ASSETS INCLUDED:

  • Video Conference Backgrounds 

  • Desktop Wallpapers 

  • Staff LinkedIn Headers 

  • LinkedIn Best Practices 

  • Brand Guide

  • Company Letterhead 

  • Logo Variations 

  • Stock Imagery 

  • Updated Headshots  

  • Other marketing assets

StaffLinkedInBanner
Hiring LinkedIn
BioVeritas_Artwork
TeamsBackground-01
TeamsBackground
DesktopBackgroundTrees
TeamsBackgroundOffice
Wheel
TeamsBackground2

4

LINKEDIN

THOUGHT LEADERSHIP

Thought Leadership via LinkedIn Campaign:

A Strategic Approach to Building Trust and Increasing Sales

Thought leadership establishes an individual or organization as an expert in a specific field. It involves generating innovative ideas, insights, and opinions, sharing them to influence, inspire, and lead within the industry or community. Consistently delivering credible, actionable insights to customers during and outside sales cycles strengthens trust and positions the company as a go-to resource.

Campaign Goals

  • Build company trust 

  • Position C Suite executives as industry leaders 

Strategic Initiatives 

  • Create Value – Develop high-quality content that provides actionable insights and addresses industry challenges.

  • Take A Stand – Share strong, informed opinions on industry trends, innovations, and best practices.

  • Build Knowledge – Regularly publish educational content that helps the audience understand complex topics related to company practices. 

Expected Outcomes

  • Enhanced Trust – By consistently delivering valuable content, BioVeritas would be seen as a trusted industry leader.

  • Recognized Expertise – The C-Suite would be recognized as authoritative figures in their respective fields.

  • Increased Engagement – Valuable content would attract and engage the target audience, leading to higher brand awareness.

  • Sales Growth –  A strong reputation and engaged audience would naturally lead to increased inquiries and sales.

Conclusion

A well-executed thought leadership campaign on LinkedIn will not only build trust and establish BioVeritas as an industry leader but also create a reliable pathway for potential customers seeking solutions, ultimately driving sales and growth.

LinkedIn

Content

IMPRESSIONS

3,724

NET FOLLOWER GROWTH

ENGAGEMENT RATE PER IMPRESSION

96

7.1%

139

POST LINK CLICKS

136.4% INCREASE

231% INCREASE

124.2% INCREASE

Thank You BioVeritas Interns 

Filmed & Produced by Kaitlyn McCollum

Cesar Granda Presentation

"BioVeritas' VP of Innovation & IP, Cesar Granda, will be speaking at this year’s SIMB, Society for Industrial Microbiology and Biotechnology,
Symposium on Biomaterials, Fuels, and Chemicals. Cesar will lead a discussion..."

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International Day of Zero Waste

"BioVeritas is proud to join the UN Environment Programme (UNEP), UN-Habitat (United Nations Human Settlements Programme), and many other companies in celebrating International Day of Zero Waste!..."

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