THIS BRAND IS YOUR BRAND
Publicly Facing Brand Development Site
Full Transparency - Watch as we align our corporate values to the unmet needs of the health care consumer.
Transcarent is a gift to the health care consumer. It’s solving problems most people have assumed are unfixable or “just part of life.”
Your brand is more for them than it is for you. Give them (health care consumers, journalists, the medical community) a window into the brand development process as it evolves.
Create a publicly facing website that is constantly being updated as you work through the culture survey, core values, the messaging matrix and other exercise that help shape the Transcarent brand. Allow comments, create surveys, share results, let people participate and engage with your company as you work through this critical revolution in health care.
OUR PROCESS
01. DISCOVER
CULTURE SURVEY
Are you the Caregiver; someone who puts the needs or others first and seeks only to serve their needs? Are you a Sage; someone who places ultimate value on knowledge and the benefits of research and experience? Are you the Revolutionary; someone who sees a big problem and isn’t afraid to tear down the status quo and start over from scratch ‘the right way?’
What archetype best defines Transcarent?
Honestly, Transcarent probably has aspects of each of these and more. The best way to know for sure is to have all employees participate in an organizational survey. You’ll probably find out that different groups respond uniquely: care coordinators may view the company as a nurturing Caregiver whereas the innovation team may see the company as an Explorer looking for the next big thing.
Defining your culture is the first step to engineering your brand. Knowing both your strong suits and your shadow sides will not only help tell your authentic brand story, but it can help departments and partner organizations work better together.
BRAND WORKSHOP
Transcarent is moving quickly. In the process of starting a start-up, decisions need to be made quickly but it should prevent the organization from asking deep and meaningful questions and pivoting when necessary. The Audible workshop is a chance to key thought leaders to get together, run through some excercises, discuss and collaborate on key questions and hammer out some meaningful conclusions that all relate to the brand.
ARCHETYPE
VALIDATION
Transcarent has several archetypes at work, but how do they work together? This exercise helps visualize the different dynamics with the company and how the different archetypes come together to form your unique brand.
BEHAVIOR
MAPPING
What is the decision path consumers use when dealing with health care? What behavior does Transcarent want them to do? Where can we make small changes to achieve the results we want–that ultimately benefit the health care consumers.
PURPOSE
IS PRICELESS
This value exercise helps Transcarent separate the functional aspects of their health care solution from the ultimate purpose of the organization and how you're helping to use digital technology to benefit humanity on the most primal level.
ASK AN EXPERT
Developing fresh and new content is an ongoing challenge. This exercise explores the myriad of ideas and perspectives that make Transcarent unique, new and newsworthy in an industry that is filled with organizations competing for attention.
ALTERNATIVE
APPROACHES
Transcarent is approaching health care from a new and unique point-of-view but you still have competition. This exercise identifies the less obvious competitors that distract users and prevent them from seeing the benefits of Transcarent’s solution.
SOCIAL
CURRENCY
How do you make health care cool. How do you make your app something people are proud of and will brag about on social media? This exercise explores creative ways of looking at the Transcarent solution set that may make it more appealing to users.
TRIGGERS
It’s not enough to be top-of-mind, how do we make Transcarent “tip-of-tongue?” How can we make the Transcarent app experience something that gives people immediate satification when the download it and on an ongoing basis?
METAPHORICALLY
SPEAKING
We tend to think both literally and linearly when talking about our own products and services. This exercise challenges those perspectives and forces participants to stretch their imaginations to think of Transcarent in complete new and different ways.
OUR PROCESS
02. STRATEGIZE
BRAND REPORT
This is where the magic happens and the point at which the Transcarent brands starts to take shape. Based on the organizational survey and workshop exercises, we start to put the pieces together, connect the dots and find the patterns that will ultimately form the Transcarent brand. The brand report is a formal depiction for your key brand touchpoints such as:
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Your Brand Story
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Brand Architecture
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Audience Personas
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Messaging Matrix
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Passion Statement
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Visual Landscape
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Brand Assets
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Iconography and Imagery
OUR PROCESS
03. APPLY
Ultimately these touchpoints are the tangible elements that shape the brand perceptions of you various audiences. Practically, these touchpoints inform communications such as:
Brand Strategy
Corporate Website Architecture
Plan Sponsor and Provider Sales Decks
Member Activation Strategies
Utilization Programs
Partner Communications
Recruitment Materials
Etc.
The Importance
of Fresh Perspectives
Parker Madison combines Perceptual Management with Behavioral Economics to tell a brand story that stands apart in a competitive landscape and drives engagement.
Fresh perspectives are an important part of life and business. They help keep us grounded and help us see a bigger picture or a new way of looking at things. The Parker Madison Audible process is designed to help developing brands get their story straight–from identifying the culture to precise messaging for diverse audiences, the Audible program is a deep dive into all facets of the brand and it’s communication.
We don’t know who discovered water,
but we’re pretty sure it wasn’t a fish.
Phoenix, Arizona-based Parker Madison Brand Studio applies design thinking at the strategic level. The firm’s experience and insight, coupled with its unique approach and creative horsepower, are sought after by organizations looking for a competitive advantage or to attract top talent.
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