Sevagram is one of the largest healthcare organizations in the South of the Netherlands, with 2500 employees and 1100 volunteers.
Brand orientation is the degree to which an organization sees itself as a brand. The stronger the orientation, the better the results. The branding project for Sevagram began with a branding orientation workshop. Together we looked at what is the essence of the brand and what are the brand values? How can we make a difference in the minds of the consumer?
On the basis of ten in-depth interviews with employees we were able to define the organization’s identity using laddering: What are our shared values and how are these realized every day through the concrete activities of employees and volunteers? We then went on to work with the entire MT (in total fourteen managers, both general management and from the different sites) to determine the desired brand position.
The next step was to carry out extensive research into the brand image among all the stakeholders, to determine to what extent the current position matched the desired position. We also looked at which brand values needed to be strengthened and how this could be achieved by activating the right associations. The results of the research were so positive that Sevagram decided to present them internally and act immediately.
We then drew up a brand dashboard covering important questions and specifying concrete actions:
We also organized a workshop with members of the board and the MT on brand building: Which instruments can we use now, to further strengthen our brand and enable it to grow, both internally and externally.
What made this project different was the direct involvement by the board and MT from the start. Their enthusiasm definitely helped define how best to build the brand and the brand policy. The board also had a clear vision for the brand, which enabled the organization to move quickly and with a clear goal.
“Organizations with a strong brand orientation achieve up to 8% better results than those with a weak orientation.”