1. Health Care Personnel as a Health Care BRAND

2. On Branding Branding is inevitable Branding is everybody’s business
(Good) Branding is about closing the gap between your intention and other’s perceptions
2/21

3. What job should the brand strategy do?
Bring the organisation/institution/calling to life
Act as a common reference point
Be clear, concise, and inspiring;
Internally
Externally
For all stakeholders
3/21

4. What job should the brand strategy do?
Distinctive
Is your brand?
Credible
Relevant
4/21

5. Types of Brand
Partner
Personality
Performance
The sweet spot
5/21

6. Types of Brand 6/21 People Professionalism (challenge to improve)
Promise of help, care, advice
Continual attention
Has to have brand character to avoid commodity comparison
Value through confidence in maker, not cheapest
Continually ‘Does what it says on the tin’
Much talked about
Driven by a desire to delight
Continually active – new news
6/21

7. Defining a Service Brand
“Everything connected to the essence of an organisation. The directors, all the people, the products, the logo, its physical presence, its voice, its reputation, its associations and endorsements, its customer relationships, and the sum total of all its marketing communications. The brand means every incarnation, and every living, breathing second of an organisation’s life”
7/21

8. Brand Strategy vs. Brand Identity
The brand “strategy” is the set of meanings we want to attach to our brand
The desired strategy has to be coherent
The brand “identity” is how we execute strategy, visualise, concretize, and communicate it
Style of
Language
RED SPIDER ®
Visual
Images
Typography
IDENTITY WHEEL
Color
scheme
Logo
Tagline
8/21

9. WARNING!! Service Brands are hardest to maintain Aim for the sweet spot of chosen partner + attractive personality + consistent performance
Very easy to let the ideal down by an individual’s behaviour
Consistency in the face of the day to day adversities is hard to guarantee
Simplicity and clarity of what you want the brand to be is paramount - to act as an anchor for the mind in the storm
9/21

10. Competitive Context – Brand Promise Target Audience Segmentation
Brand Components
Brand Idea
Brand Values
Competitive Context – Brand Promise
Target Audience Segmentation
Brand Persona
Brand Proposition
Manifesto
10/21

11. Brand REDPRINT ® Brand REDPRINT ® - final brand strategy document
Succinct summary of key brand strategy elements
Presented to suppliers
“jumping off point” for brand communications
It helps you achieve synergy across all brand contact points
11/21

12. Values
A method of word and image association to make the complexity of
brands simple, understandable, memorable, distinctive, and manageable
Core Values drive brand behaviors.
12/21

13. Health Care Logline (Fundamental concept of brand mission)
a challenging demanding fulfilling professional career providing tailored care for the health of individuals to help heal, aid recuperation and improve their well-being
13/21

14. The Desired Core Values of Heath Care
Always
Learning
Creative
Professional
Career
Innovative
Brave
Practical
Cope
Life and Death
Surprises
MAKE A
DIFFERENCE
VERSATILITY
Diversity
Intelligence
Vital
Constant Challenge
Communication
Demanding
Care
Give
and take
TEAMWORK
COMPASSION
Rewarding
Mutual respect
Sensitivity
Intimacy
Enabler
Emotional Intelligence
- 6th sense; intuition; empathy
- soft human skills
Listening
Skills
14/21

15. Samples of values for health care brand culture
Values are:
quality focus
Integrity
live up to high standards
merit and morality
concerns for others
provide excellent service
teamwork and collaboration
open up to diversity
flexible to adopt changes
embrace innovation
intensive care for people’s well being
15/21

16. Web of Competitors Like a debate – what are our ripostes!
Consider key competitors
How should we respond to their challenge to our brand
Like a debate – what are our ripostes!
16/21

17. A tool for creating the brand’s competitive stance.
Positioning
A way of handling competitive threats, from different potential choices for our target audience.
A tool for creating the brand’s competitive stance.
17/21

18. Manifesto for health care professional as a Brand Movement
What do we want to change or achieve?
Get rid of the outmoded images of the stereotypical health
Care professional
Who/ what is the Enemy and our Supporters?
Enemy: Our enemy is self doubt
Supporters: Those who come in to contact with us value us the most
What are we For?
Provision of the best of Patient Care
Accepting that intense reward does not have to be acclaimed
18/21

19. Manifesto for health care professional as a Brand Movement
What are we Against?
Unloved and uncaring attitudes
How will we Behave?
With pride, compassion and positive thinking
With dignity courage and fortitude
Acknowledging that this is a career for big hearts not faint hearts
What’s our role in people’s lives?
The out-held hand
19/21

20. Health care profession is the most emotionally rewarding career
20/21

21. END