We are a new, innovative lifestyle brand entering the dental appearance (medicine) market across the country. We are a New Zealand origin business, proud of our NZ roots. We are not dentists or orthodontists, but smart disruptors - doing things differently for the benefit and interest of our customers. Our Oralign name reflects our goal - that life is much better with a great smile and every New Zealander deserves to have one. Ora in Maori means verb) to be alive, well, safe, recovered, cured, healthy, fit, healed, alive - in a state of wellbeing or just being alive, (noun) life, health, vitality. (ora)l(adjective) of, relating to, or involving the mouth. (a)lign (verb) to place or arrange things in a straight line, adjust according to a line. We fix people's smiles to enhance their life.
Using state-of-the-art technology and digital processes, we work with clients in our dedicated "smile rooms" to design their perfect smile. We deliver outstanding results in dental alignment correction using the best of clear aligner systems ("oralign") and materials know-how. Partnerships and collaboration are core to our hear both with the customer and with our supply chain where we have developed a unique model to offer Oraligners to New Zealanders at a fraction of the cost of competing products. We provide modern, on-trend esthetic treatment that is more affordable and more effective than ever. Our core target market is female 24-40 but we cater to both male and female older teenagers and adult. Our goal is to make people self-confident about showcasing their smile again. Our core target market is female 24-40 BUT this product is open to both male and female youth and adult therefore must not put off male consumers relating to this brand.
Some of our customers are described as:
Gen-Y Trend Setter: 24-35 years professional/semi-professional. Has mild malocclusions/misaligned teeth. Never had braces & cannot afford/would not buy traditional braces as adult. Fashion and looks are important with a lot of discretionary money taking care of appearance. Financially independent from parents. Would actively want to improve aesthetics of teeth alignment and smile without “metal” and at an affordable price. Lives a fashionable and active lifestyle. Appreciates design and innovative aspect of brand and clear braces. Comfortable with technology and remote/app based support. Would be comfortable with virtual clinic treatments with face-to-face clinic access if required.
Gen-X "Because" I Can: 35-49 years professional/semi-professional. Has mild malocclusions. Never had braces & cannot afford/would not buy traditional braces as adult or are relapsed adults who had braces as a child and looking for minor corrections. More time spent taking care of appearance. Discovers she can improve aesthetics of teeth alignment and smile without “metal” and at an affordable price. Appreciates “virtually unnoticeable” aspect of aligners and would want more support in-clinic. Could be coached to use apps/remote support but would more likely be comfortable with face-to-face clinic access.
Style or Character should the brand ID convey. Looks: natural, lets me stay active, make me feel happy, looks symmetrical, makes me feel confident, makes my smile perfect, i can smile again, I feel more self-confident, Technology: digital treatment is cool, I love how I'm cared for and supervised, it's state of the art, its designed and funky, its a collaborative process, system's different than traditional dentistry, its hand polished & finished, it's invisible, unnoticeable, really advanced technology Feel: I feel free, liberated, confident, perfect, self-confident, myself, the best of me Qualification of provider: I love that it is a New Zealand business as I am loyal to the NZ identity, I'm comfortable because the provider is an expert, a consultant, a specialist, qualified. Location: the treatment is done at home, in clinic, with a studio feel, feel of a new fashionable concept. Descriptor: its affordable, aesthetic, esthetic, supervised, oraligners are clear, easy, cosmetic, youthful but adult, has appeal to older teenagers and adults as an aspirational brand.
The likely location of the Oralign smile room clinics is high-end CBD and/or major Malls as well as other high-end corporate co-locations. The name needs to be able to cover the company name as well as what we would call the product. We may add a superscript NZ to denote New Zealand or have New Zealand under the name for corporate purposes.