Creating a stronger brand: Children's National Hospital
A strong brand helps move people along a path from becoming aware of your organization; to preferring your organization; and, ultimately, to telling others about the benefits of your organization.
Children’s National has a high level of favorability among those who know us, but as we grow and as our market constantly changes, we need to continuously generate new brand awareness to support organizational success.
Why we’re making changes
We’ve used a number of different descriptors and logos for our organization during our 150 years as an organization, but haven’t always done a good job of ceasing old uses as we’ve introduced new ones. Our research shows this has created some market confusion as well as confusion for our own employees.
Our brand strategy relies on people knowing that we are one organization doing many amazing things to advance the health of children. This is much easier to do if our audiences can associate all of our services and benefits with one single organization.
What are the changes?
Our logo, which uses a shortened version of our name “Children’s National” will remain the same with some minor adjustments to the typeface and colors. This will enable the logo to look consistent across different channels.
However, the way we describe ourselves verbally and in text will change. When referring to our organization, we will exclusively use the name “Children’s National Hospital.”
We will use “Children’s National Hospital” on all first references; it is acceptable use the shorter form “Children’s National” on secondary references.
No other descriptors for our organization should be used. Do not use “Medical Center” or “Health System” to describe the organization.
We believe that consistently using the word hospital to describe our organization will be more clear and intuitive. To learn more about the research and strategy behind this decision, please watch this video:
What’s to come for Children’s National Hospital:
What’s to come for the Children’s Brand portal:
Thanks for your patience throughout this process! Your support will ensure a successful brand transition.