Branding Strategy
HFHS Center for Cancer Surgery
Service and Branding Strategy
Colleague of Creative Study - Integrated Design
There are three phases in our brand strategy process. The first phase is research. We gathered information from every possible aspect. Some of the information came directly from the stakeholders, and other info came from secondary resources. By studying who HFHS Center for Cancer Surgery is, and what the perception is, we built a comprehensive understanding of the situation, from which we created our vision. The second phase is the creating of brand essence. Having learned a lot from the previous research of strengths and issues, we conducted different types of mind mapping brainstorming to avoid dull, linear thinking, and stimulate creativity.Throughout this visual thinking process, we have represented concepts, structured information, better analyzed, comprehended, synthesize, recalled data and generated ideas.By relating perceptions, expectations, images, words, tangible strengths and intangible impressions, we first extended the concepts, and then narrowed them down to the core value. Then the brand core value, as a sublimation of the value proposition, has become like a person with its own values, vision, characteristics and behavior. With this brand identity HFHS Center for Cancer Surgery will be able to create strong relationships for customers, employers, suppliers, and all stakeholders. The third phase is about the translation of the core value, and we have developed 5 examples. These proposals target all types of audience, no matter how closely their lives are connected to cancer, and are in touch with the awareness, familiarity, and conversion phases.
