What is a brand and how does it work? More importantly, how can a focus on branding improve your Nonprofit Healthcare Organization?
Before we even start talking about branding for Nonprofit Healthcare Organizations [Surprise! That’s what I’m here to do.], let’s first define what makes a brand.
A brand is a person’s emotional response to a company, product or service.
So why’s that important? Well, because consumers have too many choices and too little time, and most people see no differentiation between products. Good branding sets the products apart. And consistent delivery of the brand promise creates trust, trust promotes loyalty, and loyalty leads to advocacy. As a business, attracting advocates should be just as important as making money — no matter what your industry.
Speaking of industry, each one can approach branding differently (what works for banking won’t necessarily work for oil & gas). And even though I’ve developed hundreds of brands for just about every type of industry, I specialize in Nonprofit Healthcare Organization (NPHOs). Which brings me to you.
In the business of branding, we’re seeing more and more clients that have a savvy understanding of what they want — especially in terms of setting a tone.
It’s interesting to have a new client sit down with us in a discovery meeting and say things like, “I want my typeface to have more energy,” or “I don’t want my new logo to feel too corporate.” In fact, that’s what many of our new clients want: a brand that doesn’t appear to make them too “business-y.” And after asking around and doing some research, we’ve learned that we’re not alone in this. There’s an evident shift in branding to design identities and marketing pieces with a “human touch.” Everyone wants a softer logo, illustration, a hand-drawn typeface, and a casual voice in their messaging.
It’s all about making the company feel as personally-crafted as possible. That way, it can truly feel like a human-to-human experience between you and your audience. And that approach applies to nonprofits more than any other industry.
The character of a Nonprofit Healthcare Organization is rooted in goodwill, service, health, and wellness. Your organizations rely solely on patient care to operate and some of you are lucky enough to generate funds through foundations and fundraising work. The revenue that comes in stays within the community instead of being sent to corporate or spread around to shareholders like for-profits. But like for-profits, NPHOs need a coherent message, a clear-cut audience to market to, and a strong brand identity.
There are a lot of you out there and your potential patients have countless choices. So let me help you figure out how to make connections.
Download our Branding The Nonprofit Healthcare Organization eBook and learn more about how branding can increase awareness, loyalty, and action.