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Brand Guideline Workshop

February 25, 2011 - Team Music City
by

Zareh Aghajanian

on 3 March 2011

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Transcript of Brand Guideline Workshop

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What a brand isn't.
Brand audit findings
New brand personality
Our new brand guidelines
Digital asset management system
Brand Adherence
Rollout time line
Feedback
1. Name
2. Logo
3. Business Card, Brochure, Signage, etc.
4. Website
A brand is a person's gut feeling about a product, service or company.
A brand is not what YOU say it is.
It is what THEY say it is.
– Marty Neumeier
Great brands have outcomes
III
among target audience
Awareness
Association
with a positive attribute
Typically a single attribute against which the company delivers differentially

Some mega-brands can carry more than one attribute, but not common
Monetization
of brand
Awareness and association result in higher share and/or pricing
Great branding is achieved by . . .
Focusing disproportionately on one message

Keeping the message simple

Anchoring the message on part of the value prop that matters to customers and on which the company outperforms competitors

Using every opportunity to communicate that message

Establishing very narrow brand guidelines for logos, taglines and design and vary only on rare exceptions
Strong healthcare brands
Strong brands & what they stand for
Innovation
Luxury
Solution
Speed
Healthy Convenience
Affordable Taste
Integrated Care
Integrated Care
Best for Cancer
Accessible | DIY
Trusted
Cutting-Edge
So what exactly is a brand?
Influencer audiences
We all work together as brand champions to foster consistent branding!
Each of us influences the perception that patients and physicians have of DaVita
Wisdom influences brand advocates (TMs), who interact direction with patients and docs

Marketing reaches patients and docs through online, broadcast and print media channels
Teammate
Communication
TM-Physician
Interaction
+
Marketing
+
Patient Perception of DaVita
Our brand today
Brands without DaVita
Inconsistent treatments of “DaVita,” missed opportunities to leverage brand
Brands with DaVita
Many messages
Community first, company second
Provider, Partner and Employer of Choice
Greatest kidney care company the world has ever seen
Sending forth ripples of citizen leadership
New, Ours, Special
Best Place to Work
Relentless pursuit of quality
Reach higher
Trilogy of Care
Village programs
DaVita provides dialysis but is not about dialysis; DaVita is about life
Shaping the future of kidney/healthcare
Role model for American healthcare
Clinical leader
Where to go from here?
GOAL
Build reputation for DaVita as trusted, preferred provider by capitalizing on opportunity to differentiate from competition
Focus design, imagery, tagline and messaging on what matters most to key audiences
Focus disproportionately on one simple message
Use every opportunity to communicate that message
Establish narrow brand guidelines for logos, taglines and design
PROCESS
1. Conduct brand awareness and perception study with docs & patients

2. Build new corporate branding around most-differentiating attribute

3. Create new corporate brand guidelines with colors, fonts, imagery & tagline

4. Align business units with corporate branding where appropriate

5. Roll out new branding across Village

6. Launch new branding externally, via DaVita.com & other channels
Why?
Opportunity to better reinforce the core brand
Back to blue & gold
More consistent use of core DaVita logo across SBUs
Create a single customer-facing tagline
Create baseline metrics for measuring brand going forward enable more objective assessment of brand
Timing right with website redesign, new HQ, intl expansion
Need to learn what our brand should say to docs and patients
Research methodology
Quantitative, online studies conducted Nov ’10 – Jan ‘11
Administered by 3rd-party research firm
Audiences & sample sizes:



Questions:
271 Patients (97 late-stage CKD + 174 dialysis w/55 DVA, 47 FMC, 72 other)

152 Physicians (58 DVA MDs + 26 FMC MDs + 68 other)

100 Hospitals (50 hospitalists + 50 discharge planners) – preliminary data
1. Criteria most important in selecting provider?
2. Awareness of providers?
3. Perception of providers?
4. Tagline feedback?
Summary: Provider selection criteria
“Quality of life”
ranked high across all 3 audiences
“Best trained staff”
also ranked high
“Clinical outcomes”
mixed
#1 for CKD (of 40 options)
#1 for ESRD (of 40 options)
#3 for docs (of 41 options)
#1 for hospitalists (of 22 options)
#1 for discharge planners (of 22 options)
#5 for CKD (of 40 options)
#5 for ESRD (of 40 options)
#2 for docs (of 41 options)
Not in top 5 for hospitals
Relatively high for docs and hospitals (in top 5)
Lower for patients (not in top 10)
Patient Attribute Importance Index: Above Average
What we learned from patients
Quality of life most important for patients
Doctor Attribute Importance Index: Above Average
What we learned from docs
Quality of life in top three for docs
What we learned from hospitalists
Most Important
Least Important
Most Important
Least Important
Relative Importance of Attributes When Referring to Kidney Dialysis Providers
Hospitalists (N=50)
What we learned from discharge planners
Discharge Planners / Case managers
(N=50)
Relative Importance Index (100 = average)
Q675 (Q6) Please select one as most important and one as least important.
Relative Importance Index (100 = average)
Q675 (Q6) Please select one as most important and one as least important.
Quality of Life
Positioning ::
Feeling better physically (clinical)


Experiencing fewer hassles (non-clinical)
e.g., fewer hospitalizations


e.g., insurance counseling, social workers, online pt portal, DVA Rx, convenience locations
What does it mean to patients?
The most important criteria for patients, top 3 for docs

DVA outperforms FMC

Broad enough to work across all SBUs
Why this positioning?
Introducing...
Our tagline will build on the research
Message: At DaVita, the quality of care we provide enables you to maximize the quality of your life

Proof points:




Personality: Empowering, unencumbered, progressive, innovative, aspirational, excellence
Clinical quality/excellence
Range of modalities/treatment options
Ancillary and on-site support
Personalized care plan
Convenient locations
Cutting-edge research
Best-in-class training and culture
Brand Essence: "Quality of Life"
Brand Promise:
The quality of care we provide enables you to maximize the quality of your life
Brand Personality:
Empowering, unencumbered, progressive, innovative, aspirational, excellence
Fonts
Colors
Logo use
Imagery selection / treatment
Illustration use
Layout style
Use of white space

We will check all new externally facing marketing materials for adherence to these standards:
Feb. 15 – Presented branding plan at Big Murphy

Feb. 16 – March 31 – Finalize tagline & SBU logos

Late March/Early April – Communicate changes to Hilton

April/May – Tagline and SBU logos rolled out Village-wide

April/May – Launch DaVita.com & update high-priority materials such as new field marketing templates on Marketing on Demand

Q3 ’11+ – Update other collateral during business-as-usual replenishment process (DaVita store, new custom ads, etc.)

Wisdom to create an execution and rollout schedule for internal SBUs’ and TM-facing materials
What do you think of the new brand?

How does it apply to your work?

How do you think this will go over with teammates?

Was this session worthwhile?
Brand Guidelines 2011
© 2011 DaVita Inc. All rights reserved.
Welcome
Thank you for joining this important session on branding. We are thrilled to have you all in the same room!
Branding in action
Goal for today
To learn what, when and why our new brand guidelines will be, and to have some fun with them!
Agenda
What is a brand?
Our brand today
Brand audit findings
New brand personality
New brand guidelines
Branding in action
Digital asset management system
Brand Adherence
Rollout time line
Feedback
Q & A
Discussion
webex
Full transcript