Every strong brand needs a clear, strong brand narrative. This new company is in an industry where you can’t promise better results, or more accurate testing, since the standards are set by law. The equipment used to test makes every competitor functionally equal. The easy answer would be to differentiate by lower prices, but that’s rarely a strong brand position.
Our naming insight was to focus on an important benefit we can control. Whether it’s on-site random drug testing for workplaces or athletic programs, or tests for individuals, efficiency is part of the professionalism of InOut Labs.
By the by, did you see the hospital “cross” in the negative space?