Brasseler USA® Introduces Refreshed Brand Identity

Posted on April 9, 2015

Brasseler USA®, the premier dental instrumentation Company in North America, recently introduced a new branding initiative to be implemented throughout 2015 and beyond. The Company unveiled some of the components of its recent efforts, such as a refreshed logo, at an exclusive reception held for members of the media at this year’s Chicago Midwinter Dental Meeting. 

Though the updated brand identity will be gradually introduced, Brasseler USA had many noticeable changes at the Midwinter meeting that reflected the new approach including a newly designed tradeshow booth as well as updated marketing materials, business cards, and stationery. Other components showcasing the new look will be progressively integrated over time. 

Brasseler USA’s tagline, “By Your Side”, embodies what sets the Company apart. “Our tagline has been refined to broaden its meaning,” remarked Don Waters, President and CEO of Brasseler USA. “‘By Your Side’ reflects our passion to support dentists in delivering predictable and consistent clinical results. Through collaboration with key opinion leaders recognized for their expertise, Brasseler USA develops innovative products which provide solutions and thereby enhance clinical practice.  Our consultative, direct-sales approach means that Brasseler USA is by the dentists’ side. We are committed to remain ‘By Your Side’ for many years to come.”

The Company has had many noteworthy innovations since entering the dental marketplace almost 40 years ago, such as its unique direct-sales approach. Founder Peter Brasseler felt that the best way to assure that clinicians received the products and ongoing service they deserved was to have his products only sold direct.

“Peter Brasseler believed that the most meaningful path to success was to develop strong relationships with Key Opinion Leaders recognized for their expertise who actually use the products in practice,” stated Waters. “To bring these products to market, Peter established a direct-sales model where Brasseler USA sales consultants sell only Brasseler USA branded products. Each member of our sales team has in-depth knowledge of dental procedures and the products needed to provide predictable results. Remember, Brasseler USA products are only available through Brasseler USA sales representatives.”

Another aspect that sets the Company apart is its focus on instrumentation. As a result, the Company is able to anticipate market needs, especially around modern materials, and design and create precise instrumentation supporting minimally-invasive dental procedures. Brasseler USA prides itself on providing best-of-class instrumentation for use in dental laboratories, restorative dentistry, endodontics, oral surgery, and oral hygiene.

The Company has formed extremely close working relationships through the years with the most respected clinicians and educators in the profession in order to develop products that truly elevate clinical practice. Collaboration with highly regarded thought leaders has led to product development supporting both efficient practice and consistent results.

“Our recent branding efforts were initiated to reinvigorate the classic Brasseler USA brand that dental professionals know and trust,” continued Waters. “Our fundamental philosophy and practice of working to support and elevate clinical practice remains the same. Our customers value quality and precision in their instruments to deliver excellent oral healthcare to their patients. Brasseler USA is, and always has been, proud to be ‘By Your Side’ as a true partner in professional success.”

For more information about Brasseler USA and its products and services, please visit


About Brasseler USA®

Brasseler USA® is a leading ISO-Certified healthcare Company, providing quality instrumentation to healthcare professionals for use in restorative dentistry, endodontics, oral surgery, and oral hygiene. Over the past 40 years, Brasseler USA has developed a reputation as an innovative market leader in diamonds, carbides, polishers, endodontics, hand instruments, and handpieces. Today, Brasseler USA offers the most comprehensive assortment of dental instruments and surgical power systems under one brand in the world. For more information, please visit   

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