Make the brand easier to understand. And harder to ignore.
Brand strategy is about creating clarity: what you stand for, who you matter to, why you are different and how the pieces of the organization fit together.
Where is the brand today relative to the organization's vision and business goals? Often, the answer begins with the strategic plan.
BRAND TRIAGE
If you could put another system's logo on your work and it’s believable, let's dig here.
The goal is to find the territory that is meaningfully yours — and build the positioning and messaging to own it.
BRAND DIFFERENTIATION & POSITIONING
I'm a little nerdy about this. Because confusion causes damage. Clarity creates leverage.
I've spent nearly two decades applying established architecture models and hybrid approaches to help organizations make sense as cohesive ecosystems across services, offerings, partnerships and locations.
Good architecture leverages existing brand equity while creating clarity for the people trying to navigate the organization.
Add signage, and I’m in heaven.
BRAND ARCHITECTURE & NAMING
Strategy needs a roadmap — one that educates and inspires internal and external audiences and helps the organization move from announcement to adoption.
BRAND IMPLEMENTATION
MEASUREMENT
Establish internal measures of success during implementation and, when appropriate, partner with aligned healthcare research firms to assess broader brand perception.
REBRANDS
A brand isn't really rebranded until people start behaving differently.
I've led well over a dozen organizational rebrands. That experience helps identify the opportunities, challenges and pitfalls that can determine whether a rebrand becomes a new visual identity — or a meaningful organizational change.