Branding

As a health system, we are on a journey…and our branding is alongside us for the ride. As a general trend, the health care industry is moving from excellence in serving medical needs, toward a more expanded, health-focused posture. As time moves on, and the full effects of health reform emerge, the industry will move from being responsive to episodes of illness and injury … i.e. “We save lives,” to more proactive and coordinated care that avoids illness and maintains health … i.e. “We save lives, and transform lives through improved health.”

Fortunately, Beacon is comprised of existing brands that have strong, longstanding reputations in the communities we serve. Research conducted under the direction of Danielle Gagliano, Beacon’s Chief Strategy Officer, tells us that individuals from our Community think highly of the reputation and capabilities of Elkhart General Hospital, Memorial Hospital, Memorial Children’s and MedPoint. What a great place to begin. Our strength in these medical brands can serve to propel Beacon toward a strong health-minded consumer brand.

Over the last 8 months, the marketing team has worked to nurture the visual, messaging and and voice of the emerging Beacon brand. Here is a bit of the inside story on the Beacon brand story.

1. Visual Evolution of the Icon

The first depiction of the icon contained strong angular treatment with a defined circle in the center, representing the patient. This visual symbol has served the early years of the brand well.

As the brand applications broadened, Kelley Taghon, Beacon Marketing’s Creative Services Manager, worked with her team to retain the intent of the icon, while simplifying it to its essence. The draft icon begins to distill the essence of the image by smoothing some of the harsh points and angular treatments. Ultimately, after many iterations, the icon on the right preserves the original intent, possesses a softer and more confident feel, yet still retains a strong center space for the patient,
or customer, as central to our focus. Additionally, the final icon reproduces easily at any size and reverses out of dark backgrounds nicely.

2. Refinement of the Tagline
The original tagline, “Lighting the Way to Wellness” set Beacon on the path to being a trusted source for health and wellness. As wording has developed over the last several years, the concept of wellness has evolved to include both health and other aspects of well-being, like community, spirituality, and even financial health. The new tagline reflects this broader view.

3. Visual Alignment of Existing Logos
Something to know about health care consumers … they tend to favor hospitals, health services and physicians that are part of a larger system. Customers like to know that if they need additional care, they have resources within the same health system that has their records and history at hand. Increasingly, we have the opportunity to gracefully guide patients to services they need, while ensuring that health services, information, timing and communications are coordinated.

Since there is strength in being part of a system, the next progression is to begin to align our brands visually. Since data tells us that customer affinity is to the brand name, not a particular logo design, it means that keeping names and aligning them visually is a win-win move. We’ve begun this visual brand alignment with the Beacon, Beacon Medical Group, Elkhart General, Memorial Hospital and Memorial Children’s Hospital logos.

4. Visual Alignment is a Process

Visually aligning our brands is a process that will take time. As a part of this process, we will address service line brands that are being affected by this change. You will see the new logos rolling out across the system over the coming months. In the meantime, associates should continue to use existing logos until the new logos are available. Supplies with the existing logos should be used until they run out.

Word of Caution About Brands

Keep in mind that icons and names only play a small role in the formation of a brand. For the most part, a brand is based on a collection of impressions and experiences over time. So, the “brand” actually lives in the minds of patients and potential customers. Because of this, each Beacon associate has a powerful role in forming the brand of the organization, each day and with each interaction.

Next Up for Branding
• Beacon Medical Group Signage
• Beacon Badges
• Revised Web Design in 2015
• Beacon Wearables