Rebranding Strategy | Digital Listening | Focus Interviews | Logo Refresh | Branding & Style Guide Generation | Key Messaging |
Rebranding of Key Collateral Assets
UMMA Community Clinic (UMMA), a critical community healthcare organization committed to making healthcare accessible to everyone, is focused on rebranding efforts to best align with their 5-year strategic plan they are finalizing this year. Lee Andrews Group was recommended to UMMA for strategic rebranding efforts to transition them from a single, free clinic to a network of healthcare and community services central to South Los Angeles.
UMMA requires a 3-month turnaround to initiate rebranding efforts to align with their 5-year strategic brand. UMMA has been at a rebranding crossroads without a consultant, where their Founders are adamant about their organization acknowledge their origin roots, while their CEO, Board of Directors, C-Suite, and clinicians are energized for the new era.
Lee Andrews Group showcased its strategic branding experience to usher UMMA through the rebranding process, define audience segments and existing narratives, and codified the rebranding strategy via a logo refresh, as well as branding and style guides.
- Brand Strategy: Cultivated UMMA’s rebranding strategy, timeline, and milestones to inform the current positioning and existing dynamics that set the expectations for the rebranding plan.
- Sentiments by Audience: Conducted focus interviews of UMMA’s Founders, Board of Directors, CEO, C-Suite, and clinicians alongside patient feedback surveys to inform existing sentiments.
- Digital Listening: Leveraged existing sentiments via SproutSocial to validate the real-time digital insights of UMMA’s current narrative and inform recommended pivots for narrative repositioning. Sentiments were assessed from social media channels, websites, and reviews.
- Organizational Listening: Conducted 8x total focus interviews including UMMA’s Founders, Board of Directors, CEO, C-Suite, and clinicians to gain a nuanced understanding of the organization’s existing opinions.
- Brand Reputation Analysis: Generated a report to synthesize the qualitative research and current perceptions of the UMMA brand to inform the brand refresh.
