Challenge
After 25 years of operation, Healing Hands Health (Bristol, TN) had experienced growth and internal changes that left their branding outdated and misaligned with their current mission. With a one-time funding opportunity for a rebrand, they needed expert guidance to navigate the transition efficiently and strategically.
Solution
In my role as a Rebranding Strategist, as part of a comprehensive rebrand, I developed:
brand assessment
audience (patient) interviews
brand strategy including industry comps and collaboration assessment
audience (patient) personas
name advising (dropping “Center” from the name)
brand messaging
visual brand identity
internal and external communication strategies, discussions, and presentations to unify staff, board members, and stakeholders around the new brand direction
brand photography including headshots, lifestyle experience, and spotlights
brand videography for website background in partnership with Starscape Media
website overhaul with a new Squarespace website they could manage in-house
signage mockups
custom brand book (variations for internal use and vendor use)
logo and messaging cheat sheets
customized rebrand launch timeline
These solutions ensured their brand effectively communicated their mission and positioned them for future growth.
I photographed headshots as well as lifestyle brand experience photography so patients and the greater community could see their services in action.
I also traveled over the mountain to Shady Valley, TN to photograph two of their patients to provide the first set of professional photographs to accompany a success story. Photos from this shoot were also able to be used on their website’s home page to align with their patient-centered messaging.
Results
Modern, mission-aligned messaging and visuals that transformed the brand and unified teams
A renewed, cohesive visual brand identity that reflects their expanded mission and gives their brand life and personality
Clearer messaging that aligns staff, board members, and the community
A comprehensive Brand Book that streamlines branding efforts and kickstarts marketing efforts
Increased marketing team efficiency
Improved patient engagement and donor confidence
Testimonial
“Briana’s organized, easy-to-follow proposal stood out from the other 5 proposals we had received from marketing firms. I felt like we’d had a conversation before we ever met! There hadn’t been many changes to our organization in our first 25 years, and now, as we were expanding, we were experiencing growing pains and internal changes that were all new to us. We had received a one-time funding opportunity to rebrand our organization, but we were stressed: no-one on our team was prepared for all that a rebrand would entail - much less how to do it the right way.
Briana was the perfect person, consultant, and strategist for Healing Hands: she took great care to understand us. She asked the right questions and truly listened. I felt like she understood our organization (and me) from the beginning, but I was even more convinced after the strategy sessions when we began receiving the deliverables that came from the audience listening sessions and strategy interviews. She incorporated our ideas needs and wants so well, I think she has secretly worked at Healing Hands for many years!
Briana is detailed, thorough, and incredibly efficient! The Brand Book that encapsulated the full rebrand was everything we had hoped and so much more! The rebrand so beautifully represents Healing Hands Health. I am emotional just thinking about it. The atmosphere is changing, in such a positive way. There is a renewed focus on patients, an awareness of words and actions toward others. So many good things are coming from her work at Healing Hands.
Briana brings a sense of calm to all meetings and presentations with her quiet confidence. There is something about her that put everyone on our extended leadership team at ease and made them feel heard and valued. The way she conducted the sessions and collected answers from staff members eliminated any fear team members had in communicating their true opinions. Her demeanor is light, uplifting, compassionate, knowledgeable, and trustworthy: the perfect combination when speaking with or to an audience like a leadership team or board of directors.
It was especially helpful to have Briana explain the completed rebrand to our board of directors and our full staff. I like that she was able to reiterate that everyone’s input was considered throughout the process, and share the reasons behind the decisions to make changes, and educate all of us about our brand’s reimagined strategy.
This transformational rebrand represents the organization we have evolved and grown into. I feel like we received far more than anything invoiced. It has breathed new life and awareness into our Staff and Board of Directors and has brought us all to the same page. In addition to that, having this new strategy has made my job 200% more efficient. Marketing materials, grants, and narratives have been streamlined with cohesive visuals and messaging, and because of our new brand strategy, we are beginning to produce more patient-focused marketing and outreach.
There are so many positives that have come from the rebrand, but the biggest is our relationship with Briana. There are many options for agencies and consultants to lead you through a rebrand, but the key is finding the one that fits for your organization or business. She was the right one for Healing Hands. Her heart really cared to understand our heart.”
Does your business need something similar?
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