Think of your organization like a person. It kind of is.
Whether you’re a hospital, a home health agency, or anything else that falls into the NPHO category, your brand personality can differentiate your organization from others that have similar attributes. Also, your patients/community/fans can begin to think of you in terms of your personified attributes. Brand personality is an extremely powerful relationship device.
There are different categories of personality that NPHO brands can fall into (just like people), but here are a few that stand out:
1. Trustworthy (AARP)
There is maturity and sense of authority. Many of these organizations have been around a long time and they have the experience to back up their mission. They use that experience to cultivate trust with the public. They have the personality of someone you can count on; someone with whom you can make decisions.
2. Compassionate (St. Jude Children’s Research Hospital)
Everything is underscored by sincerity and devotion. There’s a lot of heart invested here, and you can feel the love. These organizations motivate people to act by appealing to their sense of “doing the right thing.” It’s all about making the world a better place through caring for one another.
3. Active (Susan G. Komen)
Everything is focused on “doing something about it.” There’s an obvious sense of duty and everything feels alive and in-motion. The colors and messaging are bold and exciting, which defines the personality.
Begin to think about your NPHO as a person.
Do you like their personality?
Can you see that person as a friend?
Check out our previous blog post on brand personalities to get a full overview of the brand personalities and how they share your messaging.
Download our Branding The Nonprofit Healthcare Organization eBook and learn more about how branding can increase awareness, loyalty, and action.