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

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

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

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