Is Your Brand Promise Just a Promise?

I recently visited the East Coast and needed to set up a cardiologist appointment for a friend. When I called the doctor's office, the first question I was asked was, "How did you get this number?"—a stark contrast to the warm, caring brand image promoted by the renowned health system.

While an isolated incident to be sure, this experience highlights a common branding challenge in healthcare: many organizations invest heavily in crafting their brand image, yet may overlook the importance of investing in operationalizing the brand to ensure their brand promise is consistently delivered at every point of contact, no matter how small.

Consider the legendary customer service at Nordstrom, and the well-known anecdote about a store accepting a return for a car tire, despite not selling them. This extreme example of customer service underlines their commitment to their brand promise. When healthcare systems apply a similar philosophy, ensuring every interaction—from front office communications to the ease of parking to a million other small but meaningful touches—live up to their promised standards of care, the resulting brand equity and customer loyalty pays dividends far beyond the original investment in internal communication, training and more.

Having led initiatives to operationalize brands in healthcare and other sectors, I've seen firsthand how substantial the payoff can be when the focus is placed on ensuring that every single interaction reflects the brand's values. Investing in these operational touchpoints can yield returns well beyond what traditional external branding efforts can achieve.