Health Care Personnel as a Health Care BRAND

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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