Branding:

Marketing the Heart of Your Organization

By Brenda Beukelman, MBA

Your organization’s mission, vision, and values are most likely found in a number of internal documents such as the strategic plan and employee handbook. They might even be displayed in common areas such as the break room or cafeteria. But how do your patients learn of them? How are you sharing the heart of your organization with those outside your doors?

To thy own heart be true

The advice your parents gave you also holds true for your branding strategy. Be yourself and others will like you. Try to be someone you are not and they will know you as a fake. Your brand personality is what differentiates your practice from the competition. If you care and tend to it, it will increase in value. Maintaining a distinct brand personality is how you retain and gain new business over a long period of time. By remaining true to your brand personality in your marketing messages, materials, and campaigns you will increase top of mind awareness with the general audience and strengthen your relationship with existing patients and referral sources.

What’s Your Personality Type?

Your brand personality defines the unique character of the organization. It is a written statement of who, what, why, where, and when; using adjectives to paint a picture. The use of descriptive words and phrases illuminates the organization’s unique market proposition. It is the platform for business development efforts and basis for all internal and external communications. The purpose of the brand personality is to quickly evoke a positive feeling and association in your target audience. It is delivered through your marketing messages, materials, and campaigns.

Elevator Pitch

Imagine yourself standing in line at the grocery store and in conversation with another shopper who asks, “Where do you work?” How do you succinctly describe your employer? How would the rest of the staff answer the question? Or how would someone describe your practice/hospital to a new neighbor? In these (and many other) situations a clearly developed brand statement can make it easy for others to describe your unique service proposition. Scripting a response and sharing key messages with staff is an important component to sharing the heart of your organization. This becomes your elevator pitch; a brief summary of your organization’s market purpose, position and services, delivered in the time it takes an elevator to reach the top floor of a building. Remember, not all buildings are tall!

Marketing Messages

The goal of your marketing messages is not only to solidify your market position, but also to generate customer activity. The messages you choose to use in your external communications should be clear and consistent with the brand personality. Don’t be tempted to take a divergent creative direction, no matter how clever, if it does not support your brand. You will lose traction in brand awareness, the precursor for brand preference. Once they know you, they are bound to like you. Especially if you are following what your mother always told you, “Be yourself!”

Other Articles in the June 2009 Issue of The Market Tenor

Listening. . . So Obvious and So Hard To Do GO

Position Your Practice At Maximum Potential GO

Internal Stakeholders – Your Resource for Effective Messaging GO

Have You Had Your Dose of Demographics Today? GO