Implement the brand
The logo and its meaning are inconsequential without the proper implementation. For this tricky process, Karam chose a firm
that specializes in such strategic planning.
The consultant’s first task: get internal buy-in of the brand. This
chore was made considerably easier given Karam’s insistence on
stakeholder involvement throughout the campaign.
“Getting them involved front end, getting them engaged through
the entire process, that enables us to be successful in implementation,” she says.
Still, those involved in the steering process represented only a
fraction of the health system’s total personnel. To reach every
employee, the consultants helped produce “With Devotion,” a DVD
that told the collective story of the health system and reiterated the
reasoning behind the image campaign.
“We had round-the-clock meetings to communicate with our
employees,” Karam says. “We started every meeting with the
DVD.”
In addition to showing “With Devotion” at every board meeting
and every new employee orientation, the health care provider
communicated the brand using a variety of other methods.
On Aug. 28 — the feast of St. Augustine, the patron saint of the
founding sisters — all Sisters of Charity personnel received an e-mail blast with the official brand announcement, cupcakes featuring the new logo, invitations to a celebratory breakfast, and new
letterhead and business cards featuring the new name and logo.
This internal celebration also coincided with the official public
announcement. Here again, the brand was implemented through
a plethora of channels.
First, Sisters of Charity sent aloe plants — known for their healing
properties — with attached copies of the DVD to more than 160 key
community leaders. To engage the general populace, it took out
advertisements in various local papers and distributed more than
150 press releases. A new Web site, www.sistersofcharityhealth.org,
was also launched. Finally, representatives from the health system personally delivered press kits to select state and federal
government officials.
Though the implementation plan took a variety of approaches,
it ultimately succeeded through repetition and inclusion. Karam
says by repeating changes to every stakeholder or vendor — and
it helps to first list them all — you can eliminate the confusion
that usually results during any rebranding initiative.
“You’ve got to think about who are your major stakeholders
that you need to communicate to so that you don’t skip a beat as
far as your ability to collaborate, partner and provide high-quality care,” Karam says.
In the end, that’s what an image campaign should aspire to
achieve — communicating a better representation of your company to the necessary stakeholders without skipping a beat.
Karam did so by seeking the ongoing opinion of internal and
external representatives. She also adapted to this feedback even
when it contradicted her own preferences.
“You need to have an open mind as far as listening and an openness to where you might end up,” she says.
And, of course, you’ve got to be willing to sacrifice your own
sacred cows.
HOW TO REACH: Sisters of Charity Health System, (216) 875-4609 or www.sistersofcharityhealth.org