In the business world, every company strives to have a strong brand image. Think McDonalds arches, the Nike swoop or Apple brand anything. These companies literally do not even have to add their company name to the logo. Over the years companies might alter their branding image for cosmetic reasons and sometimes to mark a change or difference in the company internally. As you might have noticed a local company in the Triad has recently undergone a brand change. Have you seen the Purple N : around Winston-Salem’s billboards and medical facilities?
Novant Health has changed their signage to have a purple N and white H. Of course someone did have to explain to me it was not two dots on the end but the outline of the H. *Whoops.* Novant claims they have decided to initiate a brand change because they wanted a united front for all their facilities. Most facilities usually were identified by their location, in example Kernersville Medical Center. All locations across their 17 facilities, will be unified by pulling the Novant Health name to the front, for example Forsyth Medical Center will be called Novant Health Forsyth Medical Center. This has become a popular trend, think back to Baptist Hospital change to Wake Forest Baptist Health in 2011.
In an article written in BizJournal on 2/26/2013, President Carl Armato, claims that the brand change is also tying “the rebranding as part of a more comprehensive strategy to create a more unified health system that conveys priorities such as quality, affordability and patient choice.” I hope so and the new look is not in vain.
Often times, companies spend a lot of time and effort on branding but do not make the necessary changes from within. It must be a conscious decision to operate in a new way and get employees to see and feel the change as well. With a lot of attention on healthcare these days, everyone wants to know who is going to be at the forefront of change? Will it come from the government, insurance providers or our healthcare providers? I would like to believe all of them. However, our hospitals and nursing homes and doctors’ offices have to operate in a way that provides safe, efficient and patient centered care. I hope Novant Health uses this brand change to create a culture that looks at each individual’s health wholly and creates long term plans for their optimal physical and mental health.
To read more about the branding change for Novant Health go to Novanthealth.org