How is a brand born? It starts with the promise.
For Nonprofit Healthcare Organizations, branding is a promise between the company and the people it cares for. Your promise is a single point of differentiation that can be authentically claimed and delivered. It’s your niche! And it is, in effect, the essence of the brand itself.
With such an abundance of healthcare facilities, it’s easy to get lost in all the noise. But finding your niche can help you to stand out. You’d probably say your most identifiable qualities are that you’re
But saying that you serve your community and that you’re not-for-profit doesn’t always register with people. Most of the general public knows that sounds good, but they don’t what makes what makes your different. The trick is to think about your best features and them turn those things into benefits. People want to know how you’re going to make their lives better. Identify your true benefits and explain it in a way that people will understand.
Your message must be delivered everywhere the patient comes in contact with the hospital. But if the experience as a whole doesn’t support your promise, then the brand will either suffer, or at best, fail to build loyalty and advocacy.
The development of the promise simplifies and defines that one differentiating and powerfully compelling truth that you can deliver on a consistent basis. What is the one think you can TRUTHFULLY say you do that no one else does? It can be something game-changing so something a little more subtle like the fact that you’re the only business of your kind in your region. Either way, it’s got to be real, honest territory no one else can dispute. If you’re still not with me, see if you can fill in this chart:
Fill in the gaps and share with your team. See if all of you can get on board with it. Is it fair? Does it represent you appropriately? Your promise, your position, and your brand are your own. So don’t smokescreen or fudge the details. Take ownership of them and be proud.
Consistent delivery of your promise creates trust, trust promotes loyalty, and loyalty leads to advocacy. And advocacy from your patients and your community should be the most important part of your business.
Click the link below to download our free eBook Branding The Nonprofit Healthcare Organization to learn more about consistent messaging and other ways to strengthen your NPHO brand.