Hospital Branding

I was enjoying lunch yesterday with a client who recently joined her organization.  We were discussing brand-building and the differences between the strategic version and the tactical approach. Where she came from, branding was all about the latter.  New colors, a different logo, and yet another round of graphic standards.  And that was it.  She left, in part, because of her frustration with the organization and its lack of a strategic branding approach.  Not just slapping a new coat of paint, but creating a new foundation! We talked about the strategic approach - whereby the entire organization either changes or is re-energized by a brand strategy. The strategic approach includes an understanding of your market, customers, competition, and the Mission of the organization.  Then it evolves into a brand story which can be told to the marketplace, both internal stakeholders and external customers.  After the story is tested for relevance, THEN it's time for the painter to apply the

So, I've been thinking.  Better said, reminiscing.  About the days in advertising when taglines really meant something and became the "springboard" (had to use that word) for execution.  In fact, the tagline was the connection between the strategy--->BIG IDEA---->Tagline--->Execution.  This formula - if there can be such a thing in this business - at least insured the advertiser that whatever was being said about the company it was at least strategically based. Think of your favorite tag - who else can put their name on it?  When it's done right, no other brand!  In fact, they really are BRAND lines, not taglines. In hospitals, there are seven deadly words to include in your tag line - not quite like George Carlin's (RIP) list, but important nonetheless:  Care, There, Close, Amazing, Us, Comfort, Rank, and Hospital.  Look for the article on this in HealthLeaders Marketing Advisor.   www.healthleaders.com What I don't understand is how many marketers -