Problem: Ambiguous Branding

Today, your brand is as important as ever. And managing your brand is becoming increasingly tenuous. With the transparency thrust upon healthcare organizations through the likes of HealthGrades, the Leapfrog Group for Patient Safety, the Joint Commission, and the Centers for Medicare and Medicaid Services, your brand rests solely on the experience you provide to your key stakeholder groups.

But how well do you create and manage the experience that will eventually become your brand? Do you even known what you want your brand to stand for, what the brand’s values consist of, and the behavioral and service definitions for those values? Have you identified the most appropriate brand platform for your organization and wrapped that platform around the patient experience? Unless you have done these things, the brand message you are presenting to your stakeholders is likely to be ambiguous and confusing – if not in your brand messaging, then certainly in your brand experience.

Solution: Identification of Your Brand DNA

strategicplanningMD has developed and refined a process for developing impervious healthcare brands called Brand DNA, which has achieved outstanding results – propelling one organization to extraordinary market share growth over three years that also landed the hospital on Fortune magazine’s list of “100 Best Companies to Work For.” To uncover your Brand DNA, we take you systematically through five distinct phases:

  • Operational Brand Assessment
  • Primary and Secondary Brand Platforms
  • Brand Values and Behavioral Attributes
  • Brand Experience
  • Brand Voice and Promise

Best-practice tools and methods support each of the five phases, allowing you to develop a brand grounded in the experience of your key stakeholder groups, while mitigating the following risks:

If you want to identify your Brand DNA and enhance your market position, then call us at
800-535-1559. We’ll show you the possibilities for taking your brand to new heights.