All commercial and corporate brands have a history of their own; some mythic and others legendary. From the ancient laws of Imperial Rome when the potters’ marks were regulated to ensure quality, to the explosion of branding seen in the twentieth century, the ideal of the value of brand has continued to taunt consumers and owners alike. For over 20 years, the Parkway interest in operating and developing quality private health care in Singapore grew in reputation and scale. With 1000 beds today and three quality hospitals whose reputations have aided Singapore’s own recognition as a regional medical hub, it seems like an opportune time to let birth the new brand.
Parkway Health Brand Manual
The process to develop and synthesize the brand symbology was not an easy one. Firstly, the think tank had to deal with the separate heritage of the three Singapore hospitals which had strong identities of their own, locally and especially abroad. There were concerns about creating a new brand name, and losing any goodwill and reputation garnered from the older names. Study groups obsessed over these ideas, and after consultative sessions, the popular vote swung favourably towards “ParkwayHealth”; it was recognisable, intuitive and had a collective feel to it.
Like all new brand identities, the creation is merely the start point. Where one whole process now ends, the other of building the brand and consolidating its heritage and eputation is a whole journey ahead. As a corporate brand, ParkwayHealth is not entirely new; it has remarkable reputation as its foundation and clear strategic priorities as its pillars. All of these are based on proven pathways and yet, the brand journey into a new day will prove to be a new experience of its own.