A well-designed brand identity kit is essential for cohesive and professional representation across all platforms, ensuring your messaging is consistent, clear and credible. In fact, companies with strong brand consistency see a 23% increase in revenue, according to a study by McKinsey. For healthcare organizations, that consistency translates directly into patient trust, loyalty and value.
Let’s explore the seven key components of a strong brand identity kit and why they matter. By the end, you’ll see how working with right branding partner like Motion can help your organization stand out and build lasting trust.
Positioning & Brand Attributes: What Makes You Unique
Building a strong foundation is the first step to your brand. Although it’s not as visible and flashy as some of the other components of your identity, it is the most crucial.
Brand positioning is typically a two- to three-paragraph statement that identifies the unique space your brand occupies in the minds of consumers relative to competitors. It defines what your brand stands for, the value it delivers and the future goals. Your brand positioning is typically an internal-facing statement and is the building block for all the other identify work to come.
Brand attributes embody the specific characteristics that shape the identity of your brand. They can be three to four words or short statements that quickly communicate the essence of what your brand embodies. These attributes can influence decision making, both for branding and other business decisions.
Together, brand positioning and attributes create a clear, consistent message about what your brand offers. And they will heavily influence the visual identity kit of your brand.
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Visual Identity: Your First Impression
Your visual identity is often the first interaction someone has with your brand and should be reflective of your positioning. It includes:
Logo
The cornerstone of your brand. A well-designed logo should be memorable, professional and scalable.
Color Palette
Studies show that 93% of purchasing decisions are based on visual appearance, and color plays a huge role.
Typography
Fonts should be legible and accessible, reflecting your brand’s tone—whether it’s modern, traditional or innovative.
Imagery and Iconography
Authentic photography and custom icons that resonate with your audience are key.
A consistent visual identity helps patients recognize and trust your organization, whether they see your logo on a billboard or your website.
For healthcare client Midwest Orthopaedics and Rush, Motion developed and executed a total brand refresh that projected a bold, modern new identity. An updated logo evoking forward movement. An expansive and eye-catching color palette. Dynamic lifestyle photography and animation. All together, these elements helped create a brand that is authoritative, energetic and bold—a rare feat for an orthopedic practice. VIEW CASE STUDY
Voice and Messaging: Speak Their Language
Your brand voice is how you “speak” to your audience. Is your tone compassionate, authoritative or empowering? Defining this tone ensures that every piece of content—from brochures to social media posts—feels cohesive. Key elements include:
Mission and Vision Statements
Clear and inspiring declarations of your purpose and goals.
Core Messages
Statements that highlight your unique value, such as specialized care or innovative treatments.
Tone of Voice
In healthcare, a balance of empathy and professionalism is crucial.
As branding expert Donald Miller says, “People don’t buy the best products and services; they buy the ones they can understand the fastest.” Clear messaging builds understanding and trust.
Communication Templates: Efficiency Meets Consistency
Let’s face it—there’s a lot of paperwork and communications in healthcare. Organizations can benefit from creating a library of marketing and communication templates that serve a variety of purposes, from business to patient communications. These include but are not limited to:
- Branded letterhead for official documents.
- Business cards that reflect your professionalism.
- Email signatures that reinforce your brand at the end of every message.
- Presentation templates for meetings, pitches, or webinars.
- Brochures that explain services clearly and visually.
- Flyers for events or announcements.
- Signage for facilities, designed to guide patients and create a welcoming environment.
Where possible, creating templates that can serve dual purpose for print or digital collateral is beneficial, especially as healthcare continues its evolution in the digital space.
Regulatory and Ethical Considerations: Building Trust
Healthcare brands must navigate a maze of regulations, from HIPAA compliance to ethical advertising practices. Your brand identity kit should include guidance on areas such as:
- Legal disclaimers for marketing materials.
- Guidelines for patient imagery to ensure privacy and consent.
- Accessibility standards, such as WCAG compliance, for digital platforms.
This component is nonnegotiable; it ensures that your branding efforts align with ethical and legal requirements, protecting your organization’s reputation.
Brand Guidelines Documentation: Your Blueprint for Consistency
A brand identity kit is only as effective as the guidelines that accompany it. A comprehensive brand guide should outline:
- How to use your logo, colors and fonts.
- Dos and don’ts for applying your brand across different media.
- Tone of voice examples across a variety of use cases, including headlines and body copy.
- Examples of correct and incorrect usage.
For an example, check out Motion’s Digital Brand Guidelines to see how a well-organized guide ensures consistency and clarity across every touchpoint.
Optional but Impactful: Extra Elements to Consider
Although not mandatory, these additional components can elevate your brand identity by extending your brand presence into everyday interaction:
- Employee uniforms: Branded scrubs, badges or apparel that enhance your professional image.
- Promotional materials: Items like branded pens, notepads or tote bags that keep your brand top-of-mind.
- Wayfinding: Thoughtfully designed signage that improves the patient experience in your facilities.
- Patient interaction scripting: Identifying key moments to incorporate the brand voice into person-to-person interactions, such as customer service calls.
Why a Strong Brand Identity Kit Matters
A cohesive brand identity kit delivers far more than just aesthetics. For healthcare brands, it:
- Builds trust and credibility with patients, who may literally be putting their life in your hands.
- Ensures consistency across all platforms, from digital ads to print brochures.
- Saves time and resources by providing a ready-made toolkit for marketing and communication efforts.
- Strengthens stakeholder confidence, making your organization a trusted partner.
Partner with Motion for Your Healthcare Branding Needs
As a healthcare branding agency, we understand the unique challenges and opportunities in creating brand identity kits that deliver cohesive, professional representation across all marketing platforms. From developing and establishing entirely new brands to recasting existing brands in a more contemporary light, we have an enviable amount of experience.
Ready to elevate your healthcare brand? Contact us today to start the conversation.
