Hospital Branding: Positioning your brand, by definition, is different than your mission
We've all been in those strategic meetings with notes posted all around, flip charts turning, and colored markers crowding white boards. Working on those few, but fabulous words, that will crystalize an organizational brand and set it apart from all others in the space in which you're competing. The words will also engage internal audiences, motivate customers, and serve as the foundation for (at least) a year's worth of content and creative messaging. Someone blurts out an idea, and it sounds great. It's exactly what your organization does! Wait, that's it...it's the definition of your company. It is what you do. Having been in many hospital brand sessions, I'll use that as an example: "We care for the sick, yet help people stay well, too." Or, a home care company might suggest "we provide quality care for people (wait for it...) in their home." By definition, merely stating the obvious and reinforcing what business you...