Identify Community Stakeholders



Brand Selection Worksheet

Focus on Your Patient Base

In the community assessment phase of setting up your practice, you identified your target population and some of their characteristics. (Refer to Community Assessment: Population section.) Keep this information in mind to create a brand or identity for your practice that will appeal to this audience and convey the image you want for your practice.

|Who is your target population? |

|Describe your primary patients, including their characteristics: |

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Think About Your Practice Image

Part of branding is projecting an image of a product or service. Think about the message that you want to send to patients about your practice. Professional? Qualified? Experienced? Caring? Warm? This may seem obvious, but it really does help to write it down.

|What image do you want to portray? |

|Describe the characteristics that you want patients to identify with your practice: |

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Communicate Image In a Way Your Patients Will Understand

You probably already thought about your practice image when you chose a name for your practice. Now you want to take a step further to identify the visual and textual identifiers to go with image you identified above. Think about how you can convey that image to your patient base. Take another look at the characteristics of your target population. What words, ideas, colors, or looks would communicate this image to your potential patients? Brainstorm some ideas on the next page.

|How can you communicate your image to your target population? |

|Words: |

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|Slogans: |

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|Colors: |

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|Images: |

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|Other ways to communicate your image: |

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Choose Your Brand

Out of the ideas you generated, which ones do you like the best? Which fits your image best? Seek opinions and ideas from others who know the community. Then make a decision! Choose your signature “look” and then start using it on everything!

|Your brand and practice identity are communicated by: |

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Examples:

• Summerville Healthy Kids: Name is written in a font that is reminiscent of a child’s writing in crayon. Color is blue, except for the word “healthy” where each letter is a different color crayon. The logo beside the name is a cartoonish smiling frog, jumping up happily.

• Brown County Clinic: Name is written in a dark brown modern font. A southwestern style stylized sun in deep orange, almost red is set behind the name. In letterhead or other uses the sun can be set beside the name or stand alone apart from the text.

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