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Brand book Version 05/03/2013

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ContentsWhat’s in a name?Understanding brandingBuilding our houseWho we wereBuilding our brand

Talking about ourselvesSpeaking Our storyWords we use

3Brand book – What’s in a name?Menu

Juliet: What’s in a name? That which we call a rose By any other name would smell as sweet.

Romeo and Juliet (II, ii, 1-2)

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Why is a name important?A name is one of the most recognizable assets of a company or product.

But to be fair, Juliet’s thinking isn’t totally incorrect.

There are many other ingredients besides a name that ensure a company survives and prospers.

This book will give you insights into the elements that make up the DENTSPLY Implants brand and explain how they work together.

Why do you need this book?For a brand to be successful, everyone needs to speak the same language, both in text and imagery. This book provides the groundwork for DENTSPLY Implants brand consistency.

When you accept and use this book in your everyday business activities, you will help build brand awareness and continuity.

What will you get from branding?Building a company and its brand offers everyone involved numerous opportunities for growth, both professionally and personally.

Moreover, with DENTPLY Implants, you as well as your customers will feel inspired and intrigued to be involved in creating the future of implant dentistry.

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Understanding brandingThis section provides you with the basic concepts of branding – how and why we are building the DENTSPLY Implants brand.

It also gives you an insight into what a strong brand is and why it is important for DENTSPLY Implants customers.

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What is a brand?A brand is a person’s gut feeling about a product, service or company. It is built in people’s hearts and minds. It is not a logotype.

Too often, a brand is confused with a company’s corporate or product trademarks. These are the registered property of a company but have little to do with the perceptions of the brand.

What is a strong brand?A strong brand will make more people buy more things, over more years, at higher prices. They are well-known, respected, and sustainable.

Strong brands are not built in a graphics studio. They are formed by people’s experience with a product, service or organization, and reside in their hearts and minds.

Why is branding important?Brands last longer than individual products. And strong brands live even longer in customers’ minds.

Fully developing our brand will lift DENTSPLY Implants to the forefront of customers’ minds, making them more likely to recognize us, enlist our services, and remain loyal even if our company changes form.

Finally, if you do not build your brand, somebody else will. Your competitors, for example.

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Building our houseHere is how and why the DENTSPLY Implants brand looks the way it does.

When we embarked on the journey to brand DENTSPLY Implants, we first needed to decide on the form of the brand. With conventional brand architecture, we had two options:

1) House of brands

2) Branded house

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House of brandsWith a house of brands, the company remains discreet, if not hidden, and the brand portfolio acts independently of the company.

In a house of brands, individual products create their own brand experience. You probably know many products or services, whose manufacturers do not come immediately to mind.

Branded house With a branded house, the company is the umbrella under which multiple products, services or sub-brands exist.

In a branded house, each product or sub-brand leverages the value of the parent brand name. And you can easily recognize the company that produces the product, service or sub-brand.

Why we chose a branded houseWe chose a branded house because it is easier to sell several products in the same category to the same target audience. Likewise, future launches of new products or sub-brands are easier, and gain a faster level of acceptance.

Additionally, a branded house is a natural extension of the DENTSPLY International brand. In essence, DENTSPLY Implants is a branded house within a branded house.

BrANDED houSEhouSE oF BrANDS

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No. 1 world-leading dental provider

Headquarters: York, PA, USA

Message: For better dentistry

Brand architecture: Branded house

Expression: Industry innovator with 110 years of dental experience

No. 3 world-leading dental implant provider

Headquarters: Mölndal, Sweden

Message: Get inspired

Brand architecture: Branded house

Expression: Working in harmony with nature

No. 4 world-leading dental implant provider

Headquarters: Mannheim, Germany

Message: Implants for life

Brand architecture: house of Brands

Expression: DENTSPLY Friadent stands for success in dental practice

DENTSPLY International Astra Tech Dental DENTSPLY Friadent

Who we were A credible brand needs a credible beginning. Brand heritage describes the origins of DENTSPLY Implants. These are the building blocks of our company and our brand.

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Building our brand The success of the DENTSPLY Implants brand relies on everyone in the organization understanding and embracing the following elements. Collectively, these create the brand platform.

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Brand categoryThis describes our area of operation.

Implant DentistryWe design, manufacture, and sell implant-based dental restorative solutions to clinicians and dental laboratories.

Brand opportunityWe have the opportunity to capitalize on the successes of the Nos. 3 & 4 world-leading dental implant companies, and build a brand that is truly original.

We are the fastest-growing implant dentistry company in the market.our goal (see brand vision) is to be the No. 1 dental implant provider by 2017.

Brand positioningThis single sentence tells everyone how we are different from our competition.

We are an open-minded company with the drive to redefine implant dentistry.This is the reason we can do what we do, and why we are doing it.

Brand promiseThis is a single statement that captures the essence of our experience. our brand promise is the internal compass we use to guide the development of our brand and solutions.

We offer the freedom to create long-term individualized solutions for our customers’ success and their patients’ satisfaction.This statement is neither an ad nor a tagline. It is our promise to our customers, partners, and dental patients.

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Brand valuesThese are the codes by which we live our brand. We use brand values as benchmarks for measuring our behavior, performance, and success.

Harmony Enhance natural processes – our products and solutions respect human anatomy and encourage natural healing processes.

Improve quality of life – our ultimate goal is improving quality of life for everyone who comes in contact with us through our products, services, and/or organization.

InspirationExceed all expectations – our ambition is to redefine implant dentistry. To accomplish this, we need to rise above our competition in all aspects of our business. And we need to inspire our customers and employees.

Empower individuals & groups – a large portion of inspiration comes from feeling empowered. We must actively engage with our customers and employees, and ensure they feel vital in the process of redefining implant dentistry.

FreedomUnsurpassed choice – our product portfolio allows ultimate freedom to create patient-specific, implant-based, restorative solutions.

Open-mindedness – we are more than a solutions provider, we are a solutions partner. Being open-minded means we offer consultation and consider all alternatives for our partners’ businesses.

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Brand missionThis is our purpose, our aspiration, and the reason why we exist.

Provide long-term individualized implant-based solutions for our customers’ success and patients’ satisfaction.

ultimately, we want to grow our customers, grow our brand, and grow our business.

Brand visionThis is our strategic goal that unifies the brand-responsible powers. This defines the direction in which we develop medium- or long-term strategies.

To be – and be perceived as – the No. 1 dental implant solutions provider and employer.

It is an important signpost for brand development, which must be continuously tested for correctness, and adjusted if necessary.

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Talking about ourselvesHere are the personality and soul of DENTSPLY Implants. These messages express our brand values in prose.

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Powerhouse in implant dentistryWithout a doubt, DENTSPLY Implants is more than the merging of the number three and number four leading dental implant companies, Astra Tech Dental and DENTSPLY Friadent.

We are more than a unique portfolio that delivers the freedom to create predictable, life-lasting, patient-specific dental implant solutions.

We are more than multiple dental implants systems, open digital technologies, extensive training programs, and professional development tools.

We are more than 110 years of world-market-leading dentistry experience, which has produced more innovative dental technologies than any other dental company.

We are an organization driven by the human side of business – DENTSPLY Implants may operate globally, but we think personally.

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Redefining implant dentistryWe at DENTSPLY Implants view success as providing superior, proven dental implant solutions that, together with our dental partners, improve quality of life for dental patients.

As we achieve this success, we are able to improve our organization and empower our employees to follow their passion for creating even better solutions.

The cycle continues.

our drive to do more transcends the bottom line – yet, ultimately, this philosophy supports profitability and growth. Some call this a holistic business approach; we call it redefining implant dentistry and we will accomplish it together with our employees, our customers, their patients, and the dental community.

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Speaking our brandTo communicate DENTSPLY Implants brand and products, we have defined three different levels of brand marketing: brand communication, product brand communication, and product communication.

Here are some examples of each level of communication:

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Brand communicationThis is the top level of communication for the brand. Brand communication is the embodiment of the brand promise and expresses brand messaging/values in prose. The DENTSPLY Implants logotype is prominent at the top of the material.

here is an example:

Welcome homeYou know the feeling. You arrive at your house or apartment after being away on business. Your family greets you with smiles and open arms. You feel calm. You are at peace. This place is more than a physical structure. It is the manifestation of well-being. It is your home.

This is the how you will feel working with DENTSPLY Implants. You will be treated to the best implant solutions on the market, which you will proudly provide to your patients, plus you will know that you are part of something bigger. Something we call the journey of redefining implant dentistry. A journey we will take together with you.

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Product brand communicationAt this level, we begin to develop our direct relationship with our customers through the mention of a specific product brand. DENTSPLY Implants remains the main speaker, but a product brand is also introduced here. The DENTSPLY Implants logotype could be at the top or bottom of the material. The product logotype is used above the headline.

here is an example:

Experience harmonyAt DENTSPLY Implants, we believe cooperation is imperative for your personal and professional success. Moreover, we feel a partnership with you is the foundation for producing a unique result – an outcome we call redefining implant dentistry.

Experience unparalleled freedom to create lasting individualized implant-based solutions and, together, we will redefine implant dentistry.

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Product communicationThis level is about communicating a specific product brand. DENTSPLY Implants is still very present but it assumes a support role for the product brand. The DENTSPLY Implants logotype moves to the bottom of the material.

here is an example:

The synergy of biology and science to improve quality of lifeWith the ASTrA TECh Implant System™ esthetics and functionality are integrated into the implant system design.

ASTrA TECh Implant System™ works with human physiology by supporting the natural healing processes. That is why you and your patients can rely on this system today, tomorrow and beyond.

To learn more, contact your local DENTSPLY Implants sales representative.

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Our storyHere is the narrative force that will drive our brand. These stories are energy (past, present and future) flowing through us (and our products) to our customers and the dental community.

To be credible, our customers must (in their own words) “write” their own DENTSPLY Implant brand story.

Campaign concept

We know that our customers, employees, and patients are more than what they do professionally. They have family, hobbies, and other passions. With this campaign, we wish to demonstrate how the DENTSPLY Implants brand improves their professional lives, which then allows them to enjoy their private lives more.

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Words we useHere is a list of useful terms, explained. With this list, everyone will be able to speak the same DENTSPLY Implants brand language.

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Brand book – Words we use 23

A short list of the words we use

AudienceGroup to which a product, service, or message is aimed; also called the target audienceBenefit Perceived advantage derived from a product, service, feature, or attributeBrand People’s perception of a product, service or organization, which lives in their hearts and mindsBrand architecture The structure and concept of a brandBrand awareness The degree to which people associate a company with a specific product category; similar to the brand climateBrand building or BrandingArt of differentiating and promoting a company from its competitors by creating an emotional response in people; see also brand positioningBrand categoryThe arena in which a brand competesBrand equityAccumulated value of a company’s brand assets, both financially and strategically; the overall market strength of the brandBrand experienceInteractions people have with a product, service or organization; the raw material of a brand

Brand heritageStory behind the brand, such as its origin, the meaning of its name, or the underpinnings of its authenticity or charisma; also called backstoryBrand identityoutward expression of a brand, including the name, trademark, communications, and visual appearance; see also corporate identityBrand loyaltyStrength or preference for a brand compared to competing brands, sometimes measured in repeat purchasesBrand marketingProcess of communicating, promoting, and selling a brand, product, and/or serviceBrand messagingPersonality and soul of the brand, describing the brand values in proseBrand missionConcise statement of the purpose or aspirations of an organizationBrand opportunityunique market position to increase profit margins and avoid commoditization; supports brand positioningBrand platform All the elements for brand buildingBrand positioning Process of differentiating a product, service, or company in a customer’s mind to obtain a strategic competitive advantage

Brand values Set of functional, emotional, and self-expressive benefitsBrand vision Story a leader tells about where an organization is going; the aspirations of a company that drive future growthBrand theory Concept of branding; the how and why a brand is builtBranded house Company in which the dominant brand name is the company name; the opposite of a house of brandsCorporate identity Brand identity of a company, consisting of its visual identifiers such as name, trademark, typography and colorsElevator pitch Short version of a brand’s purpose or market position, short enough to convey during a brief elevator rideFeature Any element of a product, service, or experience designed to deliver a benefitHouse of brands Company in which the dominant brand name are those of the products and services the company sells; the opposite of a branded houseIntegrated marketing Collaborative method for developing consistent messaging across media

Intellectual propertyTangible assets protected by patents and copyrightsLogo Abbreviation of logotype, now universally applied (if incorrectly) to all trademarksLogotype Distinctive typeface or lettering style used to represent a brand name; a wordmarkMarket Share Percentage of total sales in a given category, usually expressed in the number of units sold or the value of units soldMedia Channels through which messages are delivered, such as television, printed publications, direct mail, the Internet and outdoor postersReach The number of people exposed to an advertising or brand messageSegmentation Process of dividing a market into subcategories of people who share similar values and goalsStakeholder Any person or firm with a vested interested in a company or brand, including shareholders, employees, partners, suppliers, customers and community members.Strategy Plan that uses a set of tactics to achieve a business goal, often by out-maneuvering competitors

Tagline Sentence, phrase, or word used to summarize a market positionTarget AudienceSee AudienceTrademark Name and/or symbol that indicates a source of goods or services and prevents confusion in the marketplace; a legally protectable form of intellectual propertyUSPunique selling proposition of a product or service

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ContactFor more information or details regarding the material covered in this guide, please contact the DENTSPLY Implants Global Market Support Department.

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