I just facilitated a brand workshop with different cross-functional teams of a healthcare system. It was a chance to get them excited about, and aligned around, an upcoming organization-wide initiative.
At the end of the session, we circled back to a Top 10 Brand Fitness checklist – which I thought I’d share here. FYI, we handed out this checklist on the back of a “faux” new business card. At the end of each day over the next few weeks, we asked participants to refer back to the checklist – to keep them thinking about brand and actively engaged in their organization’s upcoming initiative. Here’s the list:
1. Driving Ambition. Is your organization clear on what it wants its brand to become; and what it ultimately hopes to accomplish for communities and patients?
2. Strategy & Alignment. Does your brand influence the total operation of your organization to ensure consistent brand behavior in your market and consistent brand experiences for communities and patients? Does the brand align with business strategy, as well as organizational structure, systems and cultural style?
3. Brand Positioning. Does your organization clearly and simply state how it wants to be perceived among communities and patients in a way that stands out from the crowd, that goes beyond healthcare and service lines to what really matters to people?
4. Customer Reflection. Does the brand have personal relevance to your target customers? Does it build an image and reputation, drive preference and behavior. Is anyone in the organization listening/watching for cues to deliver more value for customers as they interact with you?
5. Loyalty Beyond Satisfaction. Many people wrongly assume they’re essentially the same thing. But satisfaction relates to the results of a process, while loyalty is a much longer-term proposition relating to a relationship. In an increasingly competitive marketplace where consumers have more choices, recommendations from family and friends carry a lot of weight and loyalists have a much bigger voice than those who are merely satisfied.
6. Brand Delivery. Is your brand positioning delivered through every action and form of communication that the organization has at its disposal; does every aspect of the corporate or product “experience”deliver the brand in tangible and intangible ways?
7. Cut-Through Noise. Does your healthcare brand cut-through the noise of your market and competitors, to engage and retain your best customers?
8. Co-Creation. Do you open up your healthcare brand to community and patient participation, to allow customers and your organization to continue to thrive?
9. Leadership Commitment. Do senior leadership actions reflect your brand promises and positioning?
10. Internal Commitment & Demonstration. Is internal brand-building on the organization’s agenda; across all facilities and service lines? Are there programs in place to help you actively deliver on your brand, or is brand building reduced to a manual?