What do we mean when we say"Brand"?
Brand (n) 1. a type of product manufactured by a company under a particular name.
2. an identifying mark or characteristic common to the products of a particular company.
(According to the Oxford dictionary)
Brand: a brand is a name, term, sign, symbol, or design or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
(According to "American Marketing Association")
Zulekha Health Care Group Corporate Brand Book
One image of brand that comes to mind upon the mention of the word "brand" is that of a company which sells products such as premium clothing, accessories, and cosmetics. Such companies presumably enjoy price premiums backed by aspirations and dreams of consumers. Such notions of a "brand" are a thing of the past.
When we say Brand, we don"t just mean the logo of Zulekha Hospital or the font in which the name is written. Nor is it just about a slogan. When we say "brand building" we don"t just mean "advertising". We intend to extend the scope of "brand" beyond the dictionary meaning as also the American Marketing Association"s definition. Brand Zulekha encapsulates the company as a whole– the leadership, the organization, the management, the employees, the services offered, the marketing and the communication with our consumers. "The Zulekha Spirit" captures the essence of Brand Zulekha and is a guide for the organization as it moves ahead. "Brand Zulekha" is a promise we make to our consumers. It is a quality standard we mean to follow in all times to come. It is not just saying "Your health matters". It is meaning "Your health matters."
The Brand Book
This Brand Book consists of four sections.
Section 1 - About the Brand Book is an introduction to the brand book and explains the utility of the same.
Section 2 - About Zulekha Health Care Group tells the basics about the hospital and its services.
Section 3 - The Zulekha Spirit is the crux of the Brand Book presenting our identity, promise, connection and relationship with respect to our consumers.
Section 4 - The Logotype guideline is a bit technical yet all important basis of logo presentation in all communication of Zulekha Health Care Group.
Effort has been made to keep the contents of the book simple and clear and as free from jargons as possible. At various points we have used "Oxford Dictionary" meanings to enable a uniform understanding of words used in different contexts. This Brand Book which has been compiled and designed by our communication agency Turrino Advertising will be reviewed at regular intervals so as to ensure that it stays in tune with external changes and updated if necessary.
For Whom?
This Brand Book is a manual – a guide. It is to be understood by anyone who represents
Zulekha Health Care Group. Specifically, it is meant for the perusal of:
1. The Top Management
2. The Directors
3. The Heads of all departments
4. Everyone in the Marketing department
5. The Communication agency and its partners
6. Partner organizations or individuals (if any)
Purpose of the Brand Book
The purpose of this Brand Book is to:
1. Define "The Zulekha Spirit" as an essence of Brand Zulekha.
2. Put it in black and white – what we are all about, what we offer, what we promise and what we want to be.
3. Create a clear, concise and uniform understanding of "Brand Zulekha" amongst its stakeholders.
4. Serve as a manual and guide when it comes to communication - both internal and external.
5. Serve as a reminder when it comes to expected standards of behavior – both internal
(within the organization) and external (with the patients).
6. Spread "The Zulekha Spirit" within Zulekha employees and amongst all our consumers.
The Making of the Brand Book
This Brand Book is the final stitching together of the results of a series of exercises that started on March 17th, 2005. More than 9 months in the making, this brand book"s contents have been derived based on the implementation framework of "True North – An inside-out Brand Model" proposed by our communication agency Turrino Advertising. A Core Group comprising members from the top management team was created. The Core Group undertook the task of spending hours discussing the various elements of the Brand model and relating the same to Zulekha Health Care Group. The result has been "The Zulekha Spirit" along with the creation of a new corporate identity for Zulekha Hospital in the form of a new logo and logo type. Nine months is a short time in the lifespan of an organization, but like a newborn human child, it also heralds the beginning of a new life, a new spirit – "The Zulekha Spirit". Not just a new logo, but also a new way to look at ourselves, and others whom we are privileged to serve.