how healthy branding promotes sustainable success · 2017-02-13 · presents state of recovery...

Presents

STATE OF RECOVERY WEBINAR SERIES

How Healthy Branding Promotes Sustainable SuccessWednesday, January 11, 2017 • 1:00 PM (est)


KELLY FARRELL / PRESIDENT

HOW Healthy BRANDING PROMOTES SUSTAINABLE SUCCESS

KELLY FARRELL / PRESIDENT


© Copyright 2017 designRoom Creative

“BRANDING WORKS”Kelly Farrell


• Fortune 500 Companies: Parker Hannifin; BlueCross BlueShield

• Fortune 1000 Companies: American Greetings; Medical Mutual

• Healthcare brands: Cleveland Clinic; Steris

• Dozens of behavioral healthcare brands

25+ YEARS IN BUSINESS CREATING, BUILDING AND PROMOTING BRANDS, INCLUDING:


WHAT THE HECK IS BRANDING, ANYWAY?


BRANDING

CULTUREGOALSSTRATEGY

PRICEPOINT

ECONOMICCLIMATE

PERCEPTION

SERVICESAUDIENCECOMPETITIONMISSIONVISIONVALUES


1 Improves organizational focus so everyone moves in the same direction

2 Identifies who you are and what makes you special 3 Positions you according to your unique value 4 Allows you to communicate consistently 5 Provides clear direction for ongoing success

FIVE THINGS A Healthy BRAND DOES:


THINK ABOUT A BRAND YOU LOVE.WHY DO YOU LOVE IT?


64% 50%OF PEOPLE CITE SHARED VALUES AS A MAIN REASON THEY HAVE A RELATIONSHIP WITH A BRAND

ALMOST 50% OF CONSUMERS SAY THEIR LOYALTY IS EARNED, OR LOST, IN THE FIRST INTERACTION


TWO BRANDING SCENARIOS:

1. NOT SURE WHAT IS NEEDED2. NOT A PRIORITY


CASE STUDY: NOT SURE


$24M

$23M

$22M

$21M

$20M

$19M

$18M

$17M

$16M

$15M

$14M

$13M

$12M

$11M

$10M

$9M

$8M

$7M

$6M

$5M

$4M

$3M

$2M

$1M

0

$6.9M

2008 2009 2010 2011 2012 2013 2014 2015

TOTAL INCOME


15,000

14,000

13,000

12,000

11,000

10,000

9,000

8,000

7,000

6,000

5,000

4,000

3,000

2,000

1,000

0

5,541

2008 2009 2010 2011 2012 2013 2014 2015

CLIENTS SERVED


KEY: ASSESSMENT• Interviews - in person; phone; online • Key leadership • Staff • Clients • Referral sources • Board members• Review competition


ASSESSMENT TOLD US:They needed new identity, positioning and messaging.In other words, a name, logo and tagline.


When you need help now.®

SignatureHEALTH


$24M

$23M

$22M

$21M

$20M

$19M

$18M

$17M

$16M

$15M

$14M

$13M

$12M

$11M

$10M

$9M

$8M

$7M

$6M

$5M

$4M

$3M

$2M

$1M

0

$6.9M

2008

$9.5M

2009

$12.5M

2010

$14.1M

2011

$16.6M

2012

$19.3M

2013

$21.5M

2014

$23.7M

2015

TOTAL INCOME


15,000

14,000

13,000

12,000

11,000

10,000

9,000

8,000

7,000

6,000

5,000

4,000

3,000

2,000

1,000

0

5,541

2008

7,579

2009

9,800

2010

11,095

2011

12,277

2012

13,313

2013

12,367

2014

12,761

2015

CLIENTS SERVED


CASE STUDY: NOT A PRIORITY (UNTIL IT IS)


TOUCHSTONEBRIDGEANCHORPATH/PATH ONEBUILDING BLOCKSODYSSEY

SUMMITARCHBALANCEASCENTCOMPASS

NAME IDEAS THAT PROMPTED THEM TO ASK FOR HELP:


NEW POSITIONING:HOPEHELPTRANSFORMATIVECOMPREHENSIVELIFE


Helping people change direction.


45% 80%OF A BRAND’S IMAGE COMES FROM WHAT IT SAYS AND HOW IT SAYS IT

COLOR INCREASES BRAND RECOGNITION BY UP TO 80%


• Believable • Unique• Attainable • Consistent• Memorable • Sustainable

A Healthy BRAND IS


KEYS TO CREATING A Healthy BRAND• Know yourself, your client

and your key stakeholders • Make a promise you can keep • Show how you’re special • Stake out that position• Fix your logo!• Deliver the right message


60%OF MILLENIALS EXPECT CONSISTENT INTERACTION WITH BRANDS ONLINE AND IN PERSON


“...THE MOST POWERFUL AND ENDURING BRANDS ARE BUILT

FROM THE HEART...”Howard Shultz

CEO : Starbucks


THANK YOU!

designroom.com


Presents


How Healthy Branding Promotes Sustainable SuccessWednesday, January 11, 2017 • 1:00 PM (est)

REGISTER TODAY!IMPACT BH CONFERENCEJANUARY 30, 2017 HYATT REGENCY INDIAN WELLS RESORT & SPA

FOR MORE INFORMATION & TO REGISTER:www.behavioralhealthevents.com/impactbh [email protected]

SAVE THE DATESTATE OF RECOVERY CONFERENCEJULY 13-14, 2017 DIPLOMAT RESORT & SPA – HOLLYWOOD, FL

FOR MORE INFORMATION CONTACT: [email protected]

how healthy branding promotes sustainable success · 2017-02-13 · presents state of recovery...

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