Changing your Corporate Identity: Avoiding the Potential Pitfalls

Launching a new corporate identity (a.k.a. brand identity) signals to the market that something is different within your operations, strategy or positioning, or external environment. In healthcare, corporate identity changes are most often born from (a) environmental influences leading to changes in operations, or (b) new ownership—such as a merger or series of acquisitions—which frequently results in a house of brands, a collection of different cultures and a bevy of competing product offerings. Regardless of the specific reason, firms are more likely to modify corporate identity when there is a significant change in their overall strategy. Just as corporate identity is inextricably linked to strategy, so too should it be coupled with brand strategy.

Healthcare marketers charged with rolling out a new corporate identity must ensure the firm builds affinity for the new brand, while also taking necessary steps to prevent losing customers during the brand migration process. That is no easy task, and certain pitfalls must be avoided. Having led corporate identity and rebranding initiatives since my early days in corporate marketing for the nation’s largest proprietary home health chain, I’ve seen firsthand how the following key areas can undermine an otherwise successful corporate identity transition:……