Who are you as Nonprofit Healthcare Organization? Let’s find out.
Brand personality is exactly what it sounds like: It describes the human characteristics of a brand.
If you think of any particular brand and stick a face and behavioral expectations to it, then you’ve associated it with a brand personality. Whether it’s overwhelmingly strong or covertly subtle, every brand has a personality — including Nonprofit Healthcare Organizations.
Nonprofit organizations have to feel warm and fuzzy.
Healthcare companies have to feel clinical and technology-centric.
Nonprofit Healthcare Organizations have to be some hybrid of each.
Your NPHO’s brand personality doesn’t have to conform to a precedent. Let’s put it this way: A brand’s personality isn’t established by the manufacturers – it’s created by the patient. For a brand to be associated with having a particular personality, it must have a reputation. In the case of NPHOs, the brand personality refers to the patients’ and the community’s collective experiences with the brand.
Whether you’re a hospital, a home health agency, or anything else that falls into the NPHO category, your brand personality is important because it allows your organization to gain more valuable feedback than just asking about yourself. Brand personality can also differentiate organizations that have similar attributes. Finally, your patients can begin to think of you terms of your personified attributes. Brand personality is an extremely powerful relationship device.
Most NPHOs aim for a relationship angle with the patient/community. They want to be thought of as trustworthy, understanding, and dependable. They want you to believe that they will be there for you and will be comfortable and respectful to your needs. If you buy into this thought process, then you have recognized the product’s personified attitude.
Bottom Line: Finding your brand personality enriches who you are from the inside out. It gives it texture and taste. It’s an essential part of the organization’s survival. Brand personality is the most enduring aspect of the complete NPHO brand image.
Download our No One Knows You’re A Nonprofit Healthcare Organization eBook and find out just how powerful perceptions can be.