When you think of your favorite brands, what comes to mind? Is it the product or service that they’re known for? Is it the excitement you feel when you decide to purchase and click ‘Add to Cart’? Is it the anticipation of receiving their products or services?

Odds are, when you think of your favorite brands, you’re not just thinking about their logo, colors, or fonts; you’re thinking about how those brands make your life better. On a deeper level, you’re likely thinking (whether consciously or subconsciously) about how the brands makes you feel.

Contrary to what some think, a brand is not just how your organization looks on a website or in an ad. It’s not just the colors and fonts you choose to use, or the logo that you trademark. At its core, a brand is the sum parts of how an audience thinks and feels about an organization. This includes how people experience the brand, from products to services, and the sentiments and feelings they get when they interact with it.

A brand is a person’s gut feeling about a product, service or company. A brand is not what you say it is, it is what [your audience] says it is.

Marty Neumeier

So, the goal of branding is to guide how people think and feel about your organization. 

Now, on to the why question. Why is branding so important? Branding is important because it influences how an audience thinks about the organization, and subsequently, how they interact with it. When done correctly, a strong brand will help influence people’s perception of the organization in a way that will motivate them to action.

So, in the case of Seattle Children’s, having a strong brand means that more patients and families choose the organization for the compassionate care of the ones they love. That, in turn, helps us live into our mission of providing hope, care and cures to help every child live the healthiest and most fulfilling life possible.

Brand Consistency Increases Brand Effectiveness

Brand consistency is one of the key tenants of a strong brand. This can be easily seen by looking at some of the world’s most powerful brands: Apple, Microsoft, Google, Starbucks, Disney, Nike, etc. These brands have all worked diligently to consistently represent their respective brands whenever they are featured. Quite simply, having brand consistency leads to positive outcomes. These include greater brand recognition, trust and loyalty, and competitive differentiation.

Brand Recognition

One of the most obvious reasons why brand consistency is important is that it leads to greater brand recognition. By being consistent in both visual and verbal communications, brands have higher recall with their key audiences.

Trust and Loyalty

Trust is a vital factor when it comes to choosing a brand, but especially in the healthcare industry. By maintaining a professional and consistent brand, Seattle Children’s can build better trust and loyalty.

Greater Differentiation

In a highly competitive market, brand consistency plays a very important role because it helps solidify your brand in the minds of your key audiences and helps differentiate you from the competition set. That means, when key audiences have to choose between organizations, they are more likely to choose Seattle Children’s.


Interested in learning more about the Seattle Children’s brand? Be sure to check out our Brand Framework page!