Cohesion.Hospital.Graphic.2

8 STEPS To Re-Building A Hospital BRAND. What do employees care about? In what do they really believe? Are there exisiting gaps between perception and reality? Study the culture and where it’s headed. 2. UNDERSTAND CULTURE. 3. STUDY THE COMMUNITY. Hospital and healthcare systems exist for their communities and unique populations. How well does culture match community? Are there gaps? Opportunities? There can be no disconnect between internal belief and external under- standing. Here, perception is reality. Build your brand from the inside, out and reap the rewards. Be the vision. 4. PLAN FROM INSIDE, OUT. Take what you’ve learned and create the story of the brand. Both the ‘big’ master story, and the many individual stories that drive the brand. Internally. Externally. For today. And tomorrow. 5. BUILD A BETTER STORY. 6. ADDRESS WORST, FIRST. Work to address the most glaring issue, ﬁrst. Once the elephant in the room is dealt with, you’ll gain new credibility. And be surprised how quickly other issues fall into line. Address any neutral and negative perceptions with real talk about what you’re doing to change and where you intend to take your brand. Then, work to make that happen. 7. CHANGE THE DIALOGUE. Once you’ve built the visionary story of where you intend to be, back it with real success stories as they happen. New volumes. Improved services. Credibility. 8. SHOWCASE SUCCESS. 9. STAY THE COURSE. Now you have momentum. Defend your strategy with working proof. Results. More success stories. Let no single issue interfere with the progress of the overall brand. Cohesion is a Brand Agency. Since 1999, Cohesion has worked with Fortune 500 and midsized companies to build and enhance marketing positions through research, strategy, creative direction, messaging and collaborative relationships. Cohesion leverages its unique architecture approach to help clients successfully achieve customer preference, drive company performance and increase overall value. ®2015 COHESION. | THE BRAND AGENCY cohesioncompany.com 1. ISOLATE PAIN POINTS. Account for the key issues impacting the business, organization and brand. Analyze them from all sides; through the eyes of all audiences. Articulate them. Document them.

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Transcript of Cohesion.Hospital.Graphic.2

8 STEPS To Re-Building A HospitalBRAND.

What do employees care about? In what do they really believe? Are there exisiting gaps between perception and reality? Study the culture and where it’s headed.

2. UNDERSTAND CULTURE.

3. STUDY THE COMMUNITY.Hospital and healthcare systems exist for their communities and unique populations. How well does culture match community? Are there gaps? Opportunities?

There can be no disconnect between internal belief and external under-standing. Here, perception is reality. Build your brand from the inside, out and reap the rewards. Be the vision.

4. PLAN FROM INSIDE, OUT.

Take what you’ve learned and create the story of the brand. Both the ‘big’ master story, and the many individual stories that drive the brand. Internally. Externally. For today. And tomorrow.

5. BUILD A BETTER STORY.

6. ADDRESS WORST, FIRST.Work to address the most glaring issue, first. Once the elephant in the room is dealt with, you’ll gain new credibility. And be surprised how quickly other issues fall into line.

Address any neutral and negative perceptions with real talk about what you’re doing to change and where you intend to take your brand. Then, work to make that happen.

7. CHANGE THE DIALOGUE.

Once you’ve built the visionary story of where you intend to be, back it with real success stories as they happen. New volumes. Improved services. Credibility.

8. SHOWCASE SUCCESS.

9. STAY THE COURSE.Now you have momentum. Defend your strategy with working proof. Results. More success stories. Let no single issue interfere with the progress of the overall brand.

Cohesion is a Brand Agency. Since 1999, Cohesion has worked with Fortune 500 and midsized companies to build and enhance marketing positions through research, strategy, creative direction, messaging and collaborative relationships. Cohesion leverages its unique architecture approach to help clients successfully achieve customer preference, drive company performance and increase overall value.

®2015 COHESION. | THE BRAND AGENCY cohesioncompany.com

1. ISOLATE PAIN POINTS.Account for the key issues impacting the business, organization and brand. Analyze them from all sides; through the eyes of all audiences. Articulate them. Document them.

http://cohesioncompany.com