A strong public-facing brand became a priority for the AHA when they wanted to reconnect with communities and potential volunteers. Together we developed a positioning strategy and message platform that was an inspiring call to action.

Situation

The American Heart Association is passionately committed to its mission of “building healthier lives, free of cardiovascular diseases and stroke.” The AHA works closely with everyone who has a stake in that mission — researchers and scientists, doctors and hospitals, patients and families, public officials and legislators.

Although the brand is often a low priority for non-profits, leadership recognized that a strong AHA brand is an important asset. With more health news and advisories reaching the public from a greater number of sources than ever before, and so much of the Association’s activity and achievement taking place behind the scenes, research revealed that the consumer public had lost touch with the brand. Without changing their relationship with researchers and healthcare professionals, the AHA needed a consumer brand strategy to help build awareness, improve attitudes and motivate donors and volunteers.

Solution

CoreBrand conducted interviews with staff and volunteers at every level of the organization. While they all cited AHA’s science and research as their point of difference, we helped them realize that their true strength was in putting that science to work in new ways. We developed an aggressive “Extraordinary Impact” brand positioning that celebrated the AHA’s ability to transform extraordinary knowledge into meaningful action.

Once the positioning was set, we were able to draft targeted messages and define personality attributes (True, Positive, Devoted and Heroic) to complete the brand strategy. Committing to the brand inspired the organization and gave their consumer programs and communications a focused, active voice — challenging themselves and their audiences to stand up and make a difference.