Every time I walk through the doors of a well-positioned and branded behavioral health organization I get goosebumps. And as I visit with more of them, and speak with the incredible people that do the good work, the source of my goosebumps is clear.
They all share some key traits. I’ve identified five brand features that are sure to give me goosebumps:
- 100% Commitment: to the mission and vision of the organization
- People Come First: the safety, care, and lives of clients, patients, and staff are paramount
- Culture: it’s a living thing you feel, see, and experience the moment you step inside
- Enlightenment: to not know everything is okay, as long as you continue to pursue knowledge and understanding
- Operational Responsibility: sound strategic planning, resource development, and deployment
There is a connection across these five features — a strong behavioral health organization and a healthy brand. I can tell that they have taken the time to internalize their mission and what makes them special in the pursuit of this mission. It may not be written anywhere, but it’s something you feel and believe when you walk through their doors.
But you can’t just stop there in building a healthy brand. The key is being able to bottle this internal experience and culture, and share it externally. Unfortunately, the experience outside of an organization is often completely different than when you walk through those doors. My goal, is to give everyone goosebumps from the very first moment they interact with a brand – from the name and logo, to the website – all the way through to when they walk through those doors.