Don’t be afraid to change. Change is good and often necessary.
Identifying and understanding the difference between your organization and your brand can be difficult. Your organization is what you do and where you are. Your brand is an experience — it’s the way patients and supporters feel when making the decision to align themselves with you.
But it is possible for an ordinary NPHO to become an extraordinary brand. To do this, an organization has to transcend its category of origin.
In 2007, a leaked letter written by Starbucks CEO Howard Schultz stated, “Our stores no longer have the soul of the past and reflect a chain, versus the warm feeling of a neighborhood store.” Schultz recognized the success of the company was also making it sterile. In a move that many might consider counterintuitive, he downsized his market by closing 600 Starbucks stores — focusing on the atmosphere and the personal consumer experience. It became a pivotal point in the business becoming an experience.
And as we all know, the Starbuck’s of today sells more than coffee. It sells an elevated experience in dining, music, comfort, solitude, and quality.
It’s not always easy to admit when things aren’t working out — especially if you’re running a business. But frankly, addressing the issue is the first step before turning things around. And one of the most valuable pieces of your brand to look at objectively the way things are running.
Bringing an objective eye to your brand every now and then is the first step to get your house in order. While it might be costly or time-intensive to edit some big picture aspects of your site, using a content management platform makes it easier than ever.
The lesson: Even the biggest brands sometimes need restructure to be saved. In time, the needs of your patients and supports will change. And your organization and its mission may stay the same, but the experience may become different for those who interact with you.
Brand success comes from understanding your brand, but also understanding when its time for a change.
Download our The Long-Term Brand Plan For Your NPHO eBook and learn more about how to plan for the brand future of your NPHO.