System Branding, Family Style

Developing a strong central brand across a large health system is like organizing a family reunion. If you think of your system as a family, the branding process goes like this:

  1. Decide who to invite into the process.
  2. Plan what you want to do and its cost.
  3. Talk to everyone you can.
  4. Learn their good and bad points.
  5. Figure out how everyone is related.
  6. Find out what they all have in common.
  7. Distill out what makes them special as a family.
  8. Express this unique quality clearly. 
  9. Get them together and smooth out differences.
  10. Celebrate who you are and what you do.
  11. Excite everyone enough to brag about the family.
  12. Keep everyone up to date and keep celebrating.
This process will make sure that your brand is alive and active when you invest in marketing communications to promote it.
Think family. We all have members who are different, cranky and maybe even weird. But we need to bring everyone into the fold and build each other up. That's what a strong central brand is all about.
—Tom DeSanto

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