In our recent posts based on the new white paper, “Verbal Identity: Why Your Healthcare Organization Needs One Now,” we’ve established that every healthcare system needs a verbal identity.
Perhaps you have even decided that yours could use some attention.
We’ve also shared some steps on how to create a verbal identity, and it all starts with a brainstorming session, of course.
The goal is to document how to express the personality of the brand when creating content.
But then what? What do you do with all those ideas?
Here’s what we recommend:
- Deliver a draft document containing concrete rules that define how to express the personality of the brand when creating marketing content.
- Gain input and sign off from stakeholders and senior leadership before publishing.
- Be sure the guidelines are flexible and give specific examples by channel—especially digital and social.
- Include a detailed discussion of style—use of active voice, conversational aids like personal pronouns, and punchier, imaginative headlines to make content memorable.
- In digital communications, be sure to include strong CTAs (calls to action) whenever appropriate to increase traffic to landing pages and potential for engagement.
- Understand that tone of voice will shift somewhat depending on the service line and audience—what does that sound like?
- Avoid getting too granular in guidelines to prevent robotic or formulaic copy.
- Allow content creators latitude to be creative within the parameters of the brand and the type of communication.
It helps to have some outside guidance on this and we would love to help, of course.
If you could use the perspective of branding professionals with extensive experience in healthcare, let’s talk! Contact me here, or better yet, just pick up the phone and call me at 443.315.1282.
(Wondering who’s “we?” We’ve partnered on this white paper with Dave Reyburn of DS Reyburn Strategic Creative.)