Over the last couple of years I have been asked many questions about NHS branding and brand strategy at the various events and conferences I either attend or present at. You could say that NHS Branding and Brand Strategy is a special interest of mine.
It is my experience that the approach taken by many NHS Trusts to branding is quite frankly back to front. The first thing that seems to come to mind to most in the NHS when talking about branding is usually logo's. There is nothing wrong with this of course and logos play a major part in the branding process. Where would we be without our brand sat-nav when we go to a supermarket? If it weren't for our familiarity with brands it would take as long to navigate our way round a supermarket as a small town.
During the application for FT status, Monitor requires that the trust undertake a marketing situation analysis to demonstrate that they are aware of their situation in their chosen market and have the basis for a corporate marketing strategy in place.
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