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

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.