The Optimal Brief for Your Healthcare agency

The Optimal Agency Brand Brief in Healthcare

The Brand WindowDecember 2016

1Vertic 2016 © Copyright

During RFPs or other types of pitches in the Healthcare industry, much time is being used as the agency and client go back and forth with Question and Answers on the specifics of objectives, stakeholder groups, value proposition, product details, etc.

The base level info for any brief is an aligned and detailed understanding of the Brand in question. To minimize time spend and maximize the accuracy and quality of Vertic’sBrief response, we typically ask if our client would like to fill out a Brand Window. If required, we walk them through a process allowing them to make the decision necessary to populate the Window.


The Challenge: Waste of resources during agency briefing

The Brand Window: Constituent Elements


What are the elements that make up the Brand Window?

The Balanced Base

At its base, the Brand Window captures four fundamental aspects of a brand and views them from the point of view of what the company does juxtaposed with how those factors interact with the stakeholders and competitive landscape.

It is a balanced internal à external view...

• Function à Benefits

• Competition à Distinctiveness

• Values à Reasons to Believe

• Images à Desired Perception

Benefits Distinctiveness

CompetitionFunction

ImageValues

Reasons to Believe Desired Perception



What are the elements that make up the Brand Window?

The Unified Pillars

These complementary views are then combined to form four unified brand pillars:

1. Value PropositionWhat practical value you provide to each stakeholder group

2. PositioningHow your brand is / should be positioned vis-à-vis the competition

3. Brand DNAWhat values your brand can credibly (demonstrably) stand for

4. Brand PersonalityHow your brand is expressed visually, tonally and in words (the corporate identity / tone of voice guidelines and customer service scripts etc.)

The Key Defining Statement

Finally, a single Key Defining Statement will be developed to summarize all of the elements and provide an inspirational encapsulation of the brand as a whole in a single line of copy.




CompetitionFunction

ImageValues


Function à BenefitsThis is where we define exactly what the company

produces and how it benefits each stakeholder group

Value PropositionThis is the distilled and prioritized definition of each feature /

function or benefit your company provides, and how and to what degree it is valuable to each stakeholder group. This provides a

manual for how to talk about each feature and benefit for each stakeholder group.




CompetitionFunction

ImageValues


Distinctiveness à CompetitionThis is where we define who is in your company’s competitive set, what their

strengths and weaknesses are and what opportunities you have to set yourself apart

from them.

PositioningThe opportunities for differentiation are evaluated and narrowed down to a single focused opportunity space based on the competition, the company’s capabilities and the needs of the stakeholder groups. This provides us with guidelines for where to focus our energy on product development, sales and marketing.




CompetitionFunction

ImageValues


Values à Reasons to BelieveThis is where we define the company’s

values and then analyze how each value is truly backed up with evidence of past

behavior / results.

Brand DNAThe Brand DNA is a statement of the company’s values, how those values have been lived out in

the past and how they will form the framework for future behavior.




CompetitionFunction

ImageValues


Image à Desired PerceptionThis quadrant is defined after the other three. This is where we define how we should look and sound to our stakeholder groups as a whole

based on an understanding of their attitudes and needs, current design & communications trends and the brand’s relationship to the

masterbrand.

Brand PersonalityThe Brand Personality is the distillation of the company’s image à desired perception into

guidelines and manuals that define how to operationalize the desired visual and tonal

expression of the brand.




CompetitionFunction

ImageValues


Key Defining StatementA Key Defining Statement summarizes all of the elements in the Brand Window and provides an inspirational encapsulation of the brand as a whole in a single line of copy.

Thank You

Mads [email protected]


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The Optimal Brief for Your Healthcare agency

Marketing