Branding requires an multi-dimensional understanding. And action items!
Some principles of branding are universal and can be applied across industries. But sometimes those principles can be targeted to something very specific: like Nonprofit Healthcare Organizations. I’ve compartmentalized some of the big ideas into The 5 Rs of Branding ; tailor-made for a NPHO leader looking to enhance his/her company’s brand. Realize, Resolve, Reinvent, and Relate. Think about the answers to the corresponding questions. This will help begin your brand plan.
1. REALIZE: That the community owns your brand, but you have to change the conversation.
- What mental real estate is yours to own?
- What emotions do you evoke?
- What differences can you authentically claim?
- Why should your people care?
2. RESOLVE: Your brand promise.
- Develop a relationship with your patients and the community.
- Give them something to belong to.
- Deliver on your difference.
- Build your tribe. Because people join tribes to become part of a community.
3. REINVENT: Based on your promise.
- Consumers are in control.
- You can’t yell at them .
- You can’t treat them like they are stupid.
- You can’t buy their attention.
- You have to be where they are .
- You have to speak their language.
4. RELATE: To your audience.
- Brand a tribe
- Because we all want to belong .
- We want to connect with others like us.
- Your brand deserves a great reaction from your audience.
- All of this might sound a little abstract, but it takes some big thinking to get your head around your NPHO and where you want to take it.
5. REACT: Build your tribe.
- Get to know your audience and give them something to believe in
Branding doesn’t stop here, though. It’s a multi-dimensional and emotional process that lives in touchpoints. And the end, creating branded touchpoints is all about putting yourself in the someone else’s shoes and recognizing all the places your brand lives. From there, you can brand with strategy.
Download our Branding The Nonprofit Healthcare Organization eBook and learn more about how branding can increase awareness, loyalty, and action.