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6 Components of Strong Brand Management in Healthcare Organizations

By: Leila Rayburn, Sr. Marketing Content Manager, 3/21/17

Brand management matters in every healthcare organization. It is a powerful component of strategic communications, established to ensure the integrity of your company’s image and promise in the context of the market.

Its fundamental purpose is to build and protect your brand.

Strong brand management is brought to life at MarcomCentral customer Orlando Health, a healthcare organization that services 2 million residents in 4 countries.

With 15,000 employees, vendors, and partners representing this brand, opportunities for brand erosion are frequent. But, as evidenced in this on-demand webinar, the company takes steps to ensure their materials are managed properly.

“Our core goals are to communicate, protect, and build the brand,” stated Rod James, Brand Manager, Strategic Communications, Orlando Health. “We want to provide the foundation and resources to ensure the integrity of the Orlando Health brands by giving our network the tools they need to be successful while ensuring the brand is protected.”

Anyone developing company materials, both internal and external, benefits from the company’s brand management strategy. We’ve broken this down into six key steps:

  1. Clear brand standards
    Both visual and written brand standards are important, not only for internal employees creating materials, but also for external vendors. This toolkit is available to them as a storybook about how to interact with the brand. It gives them the tools they need to create marketing as if it was developed in-house.
  2. Brand guidelines
    A rich resource that helps making decisions around brand usage, such as how to use a logo, how to talk about the brand, and more. This guide enables anyone interacting with the brand to do so in a correct manner.
  3. Logo development
    When various business units and partners need a correct logo, you don’t want them building it themselves.
  4. Asset guidelines
    This covers the correct colors, imagery parameters (including what photography to use and how to crop) and content guidelines (such as copywriting style guidelines which can be just as important as logos and imagery).
  5. Ongoing agency and vendor training
    As vendors serve as extensions of the marketing department, the onus is on the company to train them and give them peace of mind. As they develop materials on the company’s behalf, there’s always danger there will be an off-brand decision made. Training is a key element of building – and protecting – this brand.
  6. Internal communications about brand changes
    Each time the team comes up with something new for the brand, such as logo refinement, there is clear communication to its thousands of employees. They show them the changes and invite feedback. This not only helps to ensure brand integrity, it also fosters employee engagement and collaboration.

Orlando Health is setting a great example of brand management thanks to their dedication to consistency, empowerment, and collaboration. Their internal teams and external partners are on-brand due to continual audits to identify and remove unapproved assets, and trainings to ensure everyone is up to speed on the latest brand changes, updates, and content.

Responsibility falls to the brand management function to drive internal adoption of approved assets, and to manage this lifeblood of content. It’s critical to make it accessible across the organization. Rather than bog down individuals with one-off requests, at Orlando Health, teams are empowered with MarcomCentral’s solution to find and use brand consistent material.

Employees, vendors, and partners can find all the information they need in a single location, which allows them to execute their own marketing activities on their schedule (on-brand, of course).