a new brand for a new era presented by kathleen biesecker ashp director, communications april 30,...
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A New Brand for a New Era
Presented by Kathleen BieseckerASHP Director, CommunicationsApril 30, 2015
What is a Brand?
A brand is not a… logo… tagline… product… or service
A brand is the way people feel about our organization & the experiences they’ve had with us.
The ASHP brand is our “face” to the world.
So, What is ASHP’s New Brand?We want our members & others to think we’re: Awesome! Fun Professional Forward-looking Innovative Representative of pharmacists who practice in
many different settings, including ambulatory clinics, hospitals, accountable care organizations, patient-centered medical homes, & more!
ASHP’s Logo Through the Years…
1945-1965 1985-2000
2007-2014
2000-20071966-1985
Why Did ASHP Decide to Rebrand Itself?
To better represent ASHP and our members’ roles as patient care providers in acute and ambulatory settings.
To represent ASHP’s mission and vision
Our new tagline - “Pharmacists Advancing Healthcare” - represents pharmacists’ role as an integral member of the healthcare team.
How Did We Do It?
We started by engaging a team of branding consultants who asked key stakeholders what they thought of the ASHP brand: ASHP members (Board of Directors, Section & Forum
leadership, other members)
ASHP staff
How Did We Do It? (cont.)
The team then conducted an audit of ASHP communications Finally, we gathered the results & began looking for big patterns of perception: Where were the disconnects,
if any, between ASHP’s current brand & our new brand?
How Did We Do It? (cont.)
The team came back with a brand assessment, recommending: An overhaul of our visual identity The use of our strong brand name of “ASHP”
(vs. “American Society of Health-System Pharmacists”) That we harness the power of the depth & breadth of
our diverse programs, products, or services by ensuring a “master brand”
Establishing the Brand
New ‘elevator speech’ that answers the question, “Who are you?” ASHP represents pharmacists who serve as patient care
providers in acute and ambulatory settings. The organization’s more than 40,000 members include pharmacists, student pharmacists, and pharmacy technicians.
New styleguide that includes our brand attributes (what we stand for & the unique benefits we offer)
Launching the Brand
ASHP’s ‘Master Brand’
Our Branding “Toolbox”
Includes new state affiliate logos: Two versions: horizontal & vertical
Where Can I Find the Logos?
www.ashp.org: http://www.ashp.org/menu/StateAffiliates/
Membership/State-Affiliates-Recognition-Logo.html
What Else Do I Need to Know?
Style guidelines: Help with understanding
how the logo can be used
Assistance for designers r.e. types of art files needed
Want More Information about Branding? http://www.thenonprofitvillage.org/branding-vs-marketing-and-what-nonprofits-need-to-know/
http://csi.gsb.stanford.edu/critical-role-strategic-brand
http://www.ssireview.org/articles/entry/the_role_of_brand_in_the_nonprofit_sector
Fee-based webinars:
http://www.prsa.org/Learning/Calendar/display/5604/How_to_Make_Your_Brand_Relevant#.VR7uwnuTR0c
http://www.prsa.org/Learning/Calendar/display/5214/Bringing_the_Power_of_PR_to_Brand_Marketing#.VR7vUnuTR0c
Questions?
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Building the PSW Brand
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Discover the story that connects the soul of your brand with the heart of your consumer
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Untouchables
Prospects
Members
Staff
Brand-building starts at the core
PSW Board
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Untouchables
Prospects
Members
Staff
PSW Board
To whom did we speak?
24 Phone interviews7 Key Leaders/Board Members17 Members2 Brand Surveys75 Lapsed Members456 Current Members
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Members are extremely supportive of PSW
Net promoter score = +65
6% 71%
Rate the following statement on a scale of 1-10:“I would recommend PSW to a friend or colleague.”
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To Members: PSW = “Professional”
Q: What one word do you most associate with the Pharmacy Society of Wisconsin?
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Brand strategy means making a choice
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Stability
Discovery
Achievement
Belonging
Free
Wise
VirtuousInnocent
Mentor
Explorer
Accomplished
Rebellious
Transformed
Magician
Rebel
Hero
Loved
Accepted
SpontaneousJester
Regular Guy/Gal
Lover
Powerful
NurturedCreative
RulerCreatorCaregiver
Archetypal Stories
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Hero Rebel Magician
RulerCaregiver
Lover
Regular Guy/Gal
Jester Explorer
Mentor
Innocent
Creator
Stability
Discovery
Achievement
Belonging
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Hero Rebel Magician
RulerCaregiver
Lover
Regular Guy/Gal
Jester Explorer
Mentor
Innocent
Creator
Stability
Discovery
Achievement
Belonging
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Brands telling archetypal stories
HeroRebel
RulerCaregiver
Lover
Regular Guy/Gal
Jester Explorer
Mentor
Innocent
Creator
Stability
Discovery
Achievement
Belonging
Magician
40
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Strong Brands tell and Archetypal Story
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Your brand is who you are.
Some of it is below the surface.
Some of it members see.
Emotional Need
Brand Story
RitualsPersonification
Product/Service
Rational Alibi
Brand Icons
Tagline/languagebrand model
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Worldview
Brand Personality
Brand Promise
Foundation Story
Brand Pillars
Archetypal Story
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Which archetypal story can we own?
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Today, PSW is telling many stories
Average score, (n=456)
The MentorMotto: “The truth will set you free.”
The Dark SideArrogantDogmaticOpinionatedIvory TowerSelfishUnwelcoming
At Best• Wise • Objective• Truthful• Helpful• Dedicated• Kind
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The HeroMotto: “Where there’s a will there’s a way.”
At BestCourageousAction-orientedCommitted to causeCan-do attitude
The Dark SideArrogantWin at all costsCreates enemiesRuthless
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Key Insight
Members became pharmacists to help patients and do great things
Hero Story
Desire to accomplish great things
Brand Story
RitualsPersonification
Product/Service
Rational Alibi
Brand Icons
Tagline/language
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Foundation StoryOne Voice, One Vision
Brand PillarsEssential Professional Resource
Unified Voice & Vision for all Pharmacists
Professional Practice Advancement
Making a Difference in Patient’s Lives
Brand WorldviewTogether we can inspire each other to advance our profession with the single purpose of enhancing the lives of our patients
Brand PersonalityTireless ChampionThe kind who elevates the performance of those around her
Brand Promise
Inspired Professional Success
Brand Iceberg
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Service Experience
Communication
Most Salient
Most Salient
Least Salient
Least Salient
Brand Experience
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Bringing the Hero to life
The little things you do, matter more than the big things you say
•Significant accomplishmentsStories of tireless advocacyStories of making WI a better place for patientsTruly safeguarding patientsTone of voice of all your communicationsAn action-oriented special clubLogo/Website
How do you put that into a logo?
You Don’t.
Don’t even think about it.
It’s the people, programming
and collateral that surround
the logo that gives it
intangible value.
...and TIME
a lot of TIME
Strong - Professional - Progressive Collaborative - Advocate
Multiple parts creating a whole
ZD Development Words
Iconography
Shapes and symbols we
subconsciously identify with through
time
The Shield or Crest
Credibility
Quality
Strength
Knowledge
Time Honored
Mortar and Pestle
Instantly and globally recognized as
THE symbol for Pharmacy
GREEN
...is the color of nature. It symbolizes growth, harmony, freshness and fertility. Green has strong emotional correspondence with safety.
...has great healing power. It is the most restful color for the human eye; it can improve vision. Green suggests stability and endurance. In heraldry, green indicates growth and hope. Green, as opposed to red, means safety.
Use green to indicate safety when advertising drugs and medical products. Green is directly related to nature, so you can use it to promote ‘green’ products.
GREEN
...is the color of nature. It symbolizes growth, harmony, freshness and fertility. Green has strong emotional correspondence with safety.
...has great healing power. It is the most restful color for the human eye; it can improve vision. Green suggests stability and endurance. In heraldry, green indicates growth and hope. Green, as opposed to red, means safety.
Use green to indicate safety when advertising drugs and medical products. Green is directly related to nature, so you can use it to promote ‘green’ products.
Grey
...symbolizes stability, respect and wisdom. Grey can suggest solidity, such as solid as a rock. It is a neutral color which can enhance the effect of other colors.
Growth
Stability
Endurance
Credibility
2. Internal Engagement in Brand StoryRoll-out and trainingBrand Challenges
2. Internal Engagement in Brand StoryRoll-out and trainingBrand Challenges
Helping Members to tell it
3.
External Engagement in Brand StoryBuild awareness of
brand among prospectsEngage them in story
3.
External Engagement in Brand StoryBuild awareness of
brand among prospectsEngage them in story
Helping prospects to understand it
1. Clarify the Brand StoryDefine Brand
StrategyCreate new visual
Brand Identity
1. Clarify the Brand StoryDefine Brand
StrategyCreate new visual
Brand Identity
What’s our story?
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Brand Development Process
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Bringing the Hero to life
The little things you do, matter more than the big things you say
Significant accomplishmentsStories of tireless advocacyStories of making WI a better place for patientsTruly safeguarding patientsTone of voice of all your communicationsAn action-oriented special club
© brandgarten, inc. 201164