Several years ago, the
INTERNATIONAL SOCIETY OF CARDIOVASCULAR INTERVENTIONISTS
selected Dr. Joseph Galichia as their president.Dr. Galichia was already well-recongized as a premier marketer. As such, he set out to bring the image and materials of the ISCI up to the level reflected by its Board of Directors and its membership.
We developed one of our trademark CardChure™ (combination of Business Card and Brochure) designs for their business card. It featured their new logo that we created (designed to show the interconnectivity of the body and the integration of the ISCI specialist in that process) in an embossed, black foil, diecut concept.
The other materials utilized a blind-embossed version of the logo.
But, branding is more than just producing a powerful new visual identity, although this VERY important and we consider it to be paramount to moving ahead with other strategies.
For instance, their previous ISCI brochure included a lengthy “fill it out” application. Well, when your primary audience is comprised of the busiest heart docs in the world, who has time for that?We recognized that the membership is used to communicating via dictation.
So, the new APPLICATION wasn’t a form at all, but just several lines of information that the applicant or his/her assistant could dictate on the phone via a special 800 #. The Society then will take the information, complete the application and send an approval (where warranted) to the new member.Branding is thinking about and responding to the ENTIRE experience that someone will have with your organization. It almost always starts with how you look, but almost always ends with more substantive issues.