Your brand is your organization. Your brand is who you are and what you represent. It is much more than a name, logo, tagline and some pretty graphics. Your brand is your core. It’s your promise to the customers and patients you serve. It’s the way your customers and patients perceive you. It’s how you make them feel.
How someone feels when they hear the name of your organization is a great indication of your brand power.
When people hear Mayo Clinic, Cleveland Clinic or MD Anderson, their thoughts or implications are likely very positive.
Now, what do people think or feel when your healthcare organization is mentioned? Are their thoughts positive, negative or indifferent? Do they feel the way you want them to feel? That is the power of branding.
A powerful healthcare brand attracts new patients. A weak healthcare brand drives them away. In today’s ultracompetitive, ever-changing healthcare marketplace, the importance of branding is greater than ever. A powerful healthcare brand is a rock. It is durable and strong enough to withstand change.
Your brand is the life of your organization. You should care for your brand as you care for your patients.
Is your brand healthy? If not, it may be time for a checkup.