Renown Health Brand Builds on Generational Legacy of Grit and Tenacity
A strong and sustaining brand is a living organism. It is conceived from a health system’s mission, vision, values, and strategic plan. It is hatched from empathy. It is nourished and allowed to flourish when expressed in one voice. And it is up to everyone within the organization to bring it to life.
// By Susan Dubuque //
Three years ago, Renown Health senior leadership set out to update the strategic plan for the health system, and Suzanne Hendery, chief marketing, communications & customer officer, was asked to craft a brand platform to reflect the new organizational direction.
Hendery assembled a team of internal stakeholders — senior leaders, staff, providers, board members, and donors. She also invited Rob Klein of Klein & Partners to direct research efforts and Joel English from BVK to lead the creative charge. But the true champion of her brand development team, and the center of her attention, was the consumer.
“Our organizational mission is to make a genuine difference in the health and well-being of the people and communities we serve,” says Hendery. “So our starting point was to ask our consumers what attributes or ‘brand values’ would support that mission. And across all segments of the population, two words emerged: hope and determination.”
Read on to learn what steps this seasoned marketing expert took to craft a highly successful brand strategy embraced and celebrated throughout the health system.