Problem: Unclear Brand Promise

One thing is certain: Every healthcare organization wants to be known for the best clinical outcomes and superior customer satisfaction. Throw in some messaging around the latest technology and wonderfully remodeled facilities, and it’s no wonder why stakeholders are unable to differentiate one healthcare organization from another. We’re all claiming so many things – much of which is based on hype rather than on stakeholder experience – that we have collectively created a branding black hole.

A brand promise that is not rooted in the organization’s brand values and brand experience is no promise at all. Worse yet, if you have no idea what you want your brand to stand for – including the brand values that will deliver your desired position – and your desired brand is not intertwined into the operations, then you are doing nothing more than hoping for a brand to materialize. And hope is not a strategy.

Solution: Brand Promise Identification and Isolation

Creating a powerful brand promise that resonates in the marketplace is hard work, but as part of our five-phase Brand DNA methodology, strategicplanningMD does the heavy lifting for you. We help you identify the brand promise that is not only most favorable to your organization, but also holds the most potential for operational integration. By marrying the brand promise with the brand experience, your brand easily resonates with key stakeholder groups.

To identify and isolate the brand promise that holds the most potential, we guide you through a structured process designed to answer these six questions:

  1. In what niches will we compete?
  2. What customer value proposition will differentiate us in those niches?
  3. What key processes will create our differentiation?
  4. What brand platform will we anchor ourselves to?
  5. What are the brand values that must be hardwired into the stakeholder experience?
  6. Who are the key stakeholders and how are they prioritized?

Armed with the answers to these questions, we work with you to design a brand promise that will give clarity to your brand voice, while ensuring an unfailing brand experience.

If you want to create a brand promise that is impervious to changing market conditions, then call us at 800-535-1559. We’ll show you the possibilities that exist for your brand.