268887 Branding: Establishing a Strategic and Effective Identity for your Organization or Program

Monday, October 29, 2012

Les Pappas, President/Creative Director, Better World Advertising , Creative Director, Better World Advertising, San Francisco, CA
John Leonard, Sr Vice President, Better World Advertising , Sr. Vice President, Better World Advertising, San Francisco, CA
The visual representation of any organization forms the basis of how people will connect with that group, and a logo provides us with an immediate visual cue to which we attach various thoughts, ideas and feelings. Rebranding an organization or program serves as a strong foundation in terms of public image for providing prevention and wellness services. It is important for establishing credibility as leading experts in the field and in their communities. The goal is always to create a strong visual statement that clearly communicates the organization's purpose and vision.

Three case studies highlight how a thoughtful, cohesive brand can positively affect public health entities: National AIDS Fund, Santa Clara County Public Health Department and the International Network of People who Use Drugs. Each with its own unique challenges, a merger of two nationally established organizations, a multi-program identity and a brand that captures the essence of a political mission to improve the health of drug users, were led through an intensive process of brainstorming, interviewing key stakeholders, developing creative concepts and conducting focus group testing These case studies detail how to create a brand for a public health organization that resonates with the target markets.

Learning Areas:
Communication and informatics

Learning Objectives:
1. Describe the strategic process for creating an effective brand. 2. Explain through case studies what makes an effective brand in the field of public health.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: Founded national social marketing agency to provide high quality, results-oriented public health prevention and awareness campaigns. Expertise in a wide range of health and social issues, including HIV/AIDS, STDs, tobacco awareness, alcohol/drug use & harm reduction, child welfare, social justice and environmental concerns. Formerly the Director of Education Campaigns for the San Francisco AIDS Foundation for ten years and a background in state government. Mr. Pappas received his MPA from the University of San Francisco.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.