Whether you plan to move through the process independently or with support from an outsider, some preparatory steps are part of the process:
1. Create an internal branding process using a framework and education to set the stage.
2. Define who will do what in the process and ensure everyone will have input.
3. Gather input and impressions. This is your opportunity to define what the organization looks like. At this stage, you’ll be able to work with the leadership team to refine any misconceptions about what branding is.
4. Develop an internal communication plan with buy-in of the leadership.
5. Include physicians in your process. Regardless of their employment status, they are an extension of your brand.
6. Reward positive behaviors. While we’re quick to point out who “doesn’t get marketing,” we need to make sure we are providing the right environment to learn and appreciate the role.
7. Use examples from outside healthcare to assist the team in understanding the purpose for developing a brand and what it can and cannot do.
