Captivating Audiences with an Inspired Rebrand
There are many reasons an organization might undergo a rebranding effort. New market expansion, refreshing a dated brand image, or a recent merger are just a few.
One of our ad agency clients was developing a rebranding strategy for a non-profit healthcare provider. The provider acquired two additional providers, creating a partnership combining their suite of services to reach a broader, nationwide audience. Our client needed to understand the brand perceptions across the three healthcare providers to craft an integrated positioning, brand identity, and new name.
Gather feedback across a diverse target audience of patients, staff, community constituents, and donors to:
Uncover the core strengths, key values, and unique benefits of the newly merged entity
Evaluate reactions to new brand positioning statements
Understand the emotional associations with new brand name options
A three-part, hybrid qualitative/quantitative study including:
A series of focus groups
An online survey
The groups took place at the providers’ facilities and were moderated remotely to encourage participation and manage costs.
Findings helped guide development of a compelling, deeply meaningful, and cohesive brand positioning. They also provided valuable insights that helped our client:
Refine the vision, mission, and core values of the newly created organization
Craft a brand name to communicate the breadth of services that appeals across all generations
Develop key messaging to convey a stronger sense of community