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're in will not differentiate, motivate, or engage key customers. They'll simply nod and think, "yep, that sounds about right." And then nod off.

The next person chimes in with, "we're a charitable hospital - after all, we are non-profit - and we care for everybody in our community regardless (wait for it...) of their ability to pay!" This classic mission statement is just that - your organization's values and beliefs - not what will help you achieve growth goals and lay a foundation for your strategic branding plan. Mission statements can be truly inspiring to internal stakeholders, but aren't at all engaging to customers (just ask them in focus groups).

Then there's positioning. A concept that was solidified in the early '80's with the book published by Al Ries and Jack Trout. It shifted thinking for brand's to focus on where they are in the customer's mind, not on the company's wall or in the personnel handbook. It's not the definition of what business you're in, not the values of your organization, but rather the space you want to occupy in your customer's mind as they consider your brand, and the competition, for services. It provides them with a key point-of-difference, gives them reasons-to-believe and offers a unique (or perceived) experience and benefit.

Almost 40 years later, the concept of positioning is still a vital element to brand marketing. Because in board rooms across the U.S, marketers are still tossing out ideas around a company's definition and mission. But those terms will not grow your business. Helping your customer's understand the unique space you occupy based on their needs and interests, is what positioning is all about.

Nike is in the business of creating sports equipment (definition), brings innovation to all athletes (mission), and enables people to achieve their best (position). Now that we're clear on terminology, "Just Do It."