In the world of marketing, a “brand” represents an organization’s essence – its primary and emotional identity with the broader community of consumers. A logo is simply a recognizable icon or symbol that represents this brand. And both brands and logos, like everything else, occasionally need a little dusting off and freshening up. Markets change, organizations evolve and shift, and so the marketing message needs to evolve and shift as well.
About a year ago, our Roper St. Francis marketing team began taking a closer look at the Roper St. Francis brand. We asked ourselves if the existing logo of two DNA strands, developed ten years ago to represent the coming together of Roper and St. Francis hospitals, adequately reflected the wide continuum of care our expanded health system now offers. We also wanted to be certain our brand positioning reflected the shift in healthcare in general, and at Roper St. Francis in particular, toward embracing wellness and preventive care, toward emphasizing health more than sickness. We did a lot of listening to stakeholders in our organization and community. We checked out trends in the healthcare and marketing worlds. In other words, we did some institutional soul searching.
And what we discovered was this: Yes, after 10 years with our “old” logo, it was time for a more updated and engaging message and look. After an in-depth creative process, our team developed a brand story, and settled on a tagline or central message that underscores why Roper St. Francis offers the quality, compassionate care that we do: because Every Moment Matters.
When we applied the idea of Every Moment Matters to our old logo, we began to see a new energy in it. We saw the two DNA strands coming to life. They started to spin and twist with a new vitality until we arrived at our Circle of Life.
The rollout was as fun and fresh as we believe our new brand and logo is. First step was hitting the road and sharing it with our teammates across 80 different locations. Hundreds of our doctors, nurses and teammates came out to celebrate and join in this renewed brand spirit with fun music, snow cones and bright t-shirts sporting the new logo. The best part was hearing all of the chatter about our system’s exciting future.
During our brand tour, we also asked many of our employees to share their own special Roper St. Francis “moment.” This was my favorite part, because these short video testimonials reaffirmed to me that we have the best team of care givers here in the Lowcountry. We heard from families who have had four generations born at our hospitals and from patients who can’t say enough about their doctor, or a nurse who always had a smile. And now we want to hear your moment. If you have something you would like to share you can do it here.
We do believe that every moment matters – and this brand launch, which has been full of exciting, meaningful moments, underscores that for me. We invite you to take part. Please share your Roper St. Francis moment!
By Nichole Cassells, Director of Marketing for Roper St. Francis.