Non-Profit Health Care Related Organization.

Challenge

The organization had shifted its strategic focus but was finding it difficult to change the perceptions of customers and prospects.

Actions

Developed a comprehensive view of the key stakeholders we needed to influence

Conducted extensive internal and external research to gauge opinions about the current and future brand perceptions

Defined a new brand positioning and brand attributes

Worked with every department to see how they could more actively “live the brand”

Developed new brand governance system and initiated tracking study

Helped launch the brand internally and externally

Worked with design company to change the logo and visual identity system

Implications

Management realized that perceptions of the organization had to change internally before they could expect tangible changes externally

Many changes undertaken as a result of the new brand positioning were easy and visible internally and externally

In order for clients to change perceptions of the organization, they needed to witness some fundamental changes, e.g. to the product suite

Impact

Brand was successfully launched internally

All departments completed their year one goals to be more “on brand”

Client is developing new products that will depart from their current range and will help change perceptions