A New Brand for a New Era Presented by Kathleen Biesecker ASHP Director, Communications April 30, 2015.

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

http://www.thenonprofitvillage.org/branding-vs-marketing-and-what-nonprofits-need-to-know/















Questions?

© brandgarten, inc. 2011

Building the PSW Brand


Discover the story that connects the soul of your brand with the heart of your consumer

http://www.brandgarten.com/

http://www.brandgarten.com/


Untouchables

Prospects

Members

Staff

Brand-building starts at the core

PSW Board


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


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.”


To Members: PSW = “Professional”

Q: What one word do you most associate with the Pharmacy Society of Wisconsin?


Brand strategy means making a choice


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


Hero Rebel Magician

RulerCaregiver

Lover

Regular Guy/Gal

Jester Explorer

Mentor

Innocent

Creator

Stability

Discovery

Achievement

Belonging

37


Hero Rebel Magician

RulerCaregiver

Lover

Regular Guy/Gal

Jester Explorer

Mentor

Innocent

Creator

Stability

Discovery

Achievement

Belonging

39


Brands telling archetypal stories

HeroRebel

RulerCaregiver

Lover

Regular Guy/Gal

Jester Explorer

Mentor

Innocent

Creator

Stability

Discovery

Achievement

Belonging

Magician

40


Strong Brands tell and Archetypal Story


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


Worldview

Brand Personality

Brand Promise

Foundation Story

Brand Pillars

Archetypal Story


Which archetypal story can we own?

31


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



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


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


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


Service Experience

Communication

Most Salient

Most Salient

Least Salient

Least Salient

Brand Experience


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?


Brand Development Process


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


A New Brand for a New Era Presented by Kathleen Biesecker ASHP Director, Communications April 30, 2015.

Documents

ashp brand

ashps new brand

ashps master brand slide

strong brand

brand attributes

brand assessment

strategicbrand http

ashps current brand