Rebuilding Trust and Identity:
A Holisitic Brand Strategy for SmileSet’s Market Reentry

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THE CHALLENGE

Following the acquisition of SmileDirectClub’s assets, SmileSet faces the complex challenge of repositioning itself in a competitive, trust-sensitive market. While the brand now owns valuable performance data, social channels, and customer relationships, there is currently no cohesive messaging or brand identity in place to unify past followers with future growth. Without a clear strategic direction and communications framework, there is a risk of confusing audiences, diluting brand equity, and missing the opportunity to re-enter the market with impact.

THE SOLUTION

To ensure a successful brand reintroduction, Brandastic developed a holistic brand positioning strategy built on SmileDirectClub’s legacy while establishing SmileSet as a modern, credible, and premium player in the clear aligner space. Through a phased approach, we delivered a messaging architecture, strategic communications plan, multi-channel marketing strategy, and foundational creative templates. These efforts aligned business goals with consumer expectations, built trust across existing and new audiences, and set the stage for an effective launch and long-term brand growth.

TARGET AUDIENCE

Mark

Mark The Late Confidence Builder
TARGET AUDIENCE

Erica

The Convenience Seeker

KEY MESSAGES/UNIQUE SELLING PROPOSITIONS

“Your Smile Deserves More Than Just Aligners.”
“Smart Care. Real Support For The Right People, At The Right Time.”
“Smile Wellness Starts Here.”

Brandastic created an in-depth marketing discovery and channel strategy, providing the strategic roadmap for an effective brand rollout and takeover of existing SmileDirectClub assets. Our strategic guidance and creative execution provided the SmileSet team with a month-by-month search engine optimization game plan, organic social content and calendar, email marketing to both new and prior SDC customers along with a press release announcing the SmileSet launch and latest innovation.

MARKETING DISCOVERY

Brand Assessment

Competitor Research

Messaging Guidelines

CHANNEL STRATEGY & BRAND TRANSITION ROADMAP

Omni-Channel Strategy Map

Brand Transition Roadmap

Email & Audience Engagement Plan

Why Brandastic?

With a proven track record in creating memorable, interactive brand experiences and driving digital engagement, Brandastic is the ideal partner for companies looking to bring their brands to life. From immersive events to strategic online campaigns, we seamlessly blend creativity and technology to connect brands with their audiences in meaningful ways.