Market assessment indicated the local community did not know that Baylor College of Medicine provided healthcare services, nor trusted Baylor for quality services. Prior to determining strategic initiatives, we first had to understand the identity and how the brand would meet the needs of the consumer. Who is making the decision on healthcare? What are the choice factors? Is the brand known for meeting these needs?
This is a common starting place for businesses.
Once this assessment was completed, the brand book was developed to showcase the now known identity and explain to the internal team why this consistency would be so important.
Upon establishing the identity and brand, I was able to implement strategic initiatives to drive awareness of services resulting in a 10% increase in volume.