What will it take to identify the brand that will work?

So, we start inside. But how? I suggest you interview your senior leadership, capturing how they see the brand, listen for key words that resonate from one leader to the next...then go to the managers...do the same...have them relate the brand to popular consumer brands....see where the themes take you....is it trusted? (Volvo) popular? (iPhone) big? (walmart) comprehensive? (P & G) is it synonymous with the category? (Kleenex) quality? (BMW) I have a colleague that works in healthcare research, Klein and Partners, and they have a great focus group process that uses this methodology in a tried and true way to get to this information and much more...(www.kleinandpartners.com) check out their website for much more.

Now, have some focus groups of the rank and file...what do they say...how do they describe the brand?

You should be looking for intersections in the brand descriptions...this is your starting point...based upon where and what you want the brand to be (or become) this information will tell you what obstacles you have to overcome to get it there...especially understanding that these are the people that will make the brand a reality.

Next issue, we'll look at key constituents and how their perceptions drive the brand identity. What do you think?

Hospital Brands

Hospital Brands rely heavily upon the patient's experience to validate, define, and advance. There isn't enough money in anyone's budget to create a brand simply by advertising. So many hospitals today try to skip this important step.

Over the coming weeks, follow this blog for useful steps in learning how to go about hospital branding the right way.

Step One...start inside. What do employees say your brand is? Let them describe what they feel their work means to those who experience it. Let them give you key words that resonate with them. Ask them what they think management thinks the brand is? What does marketing say it is? Are the words the same?

No brand can ever be stronger than the people who have to deliver the experience. Consumer brands are tied to the experience. So start inside...