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 April 15th, 2005
A Message from Mike Jacoutot to All SHC Associates
DO YOU BELIEVE IN YOUR BRAND?
“I don’t know Mike,” you might say, “I am not entirely certain what you mean by the term ‘brand’.”
In my mind, a “brand” is something you have learned to trust. Something you can count on every single time. In its most powerful form the output of a strong brand can be illustrated by owning a word or phrase in the mind of its customers. How many people have bought a Volvo, because the brand represented safety? How many have asked for a Kleenex when they had a cold because in their mind it was the only tissue? How many people paid a premium for Federal Express over the U.S, Postal Service or UPS because it positively, absolutely had to be there overnight? These are brands you have come to trust. And each brand is made up of people delivering on that commitment at every single touch point, every single day.
To all the employees and associates of Supplemental Health Care I say: YOU ARE THE SUPPLEMENTAL HEALTH CARE BRAND!
I know what some of you are thinking, “Me? How can one person possibly be Supplemental Health Care brand? Surely, the brand is the marketing department’s or someone else’s responsibility?” Not true. The brand is YOUR responsibility.
Great brands are not logos. Great brands are not tag lines. Great brands are not brochures. Great brands are not limited to the marketing department. Great brands are “experiences.” In our business, our brand is associated with the client/talent experience, which means that the brand is YOU. YOU are the friendly and helpful voice they have learned to trust. YOU are what make Supplemental Health Care different from our competition by delivering the experience “The Supplemental Way”.
To be a great brand...
- You must believe in what your brand represents to your client/talent.
- You must be passionate about your brand…”Passionate and Personal.”
- You must understand where your brand came from.
- You must be publicly and privately proud to sell your brand.
- You must protect your brand from misuse or misrepresentation by being consistent in every experience from office to office and coast to coast.
- You must live your brand both internally and externally.
Think back to our Vision Statement:
“When quality, service and performance matter, health care professionals turn to Supplemental Health Care first.”
It is no coincidence we lead with the word quality. Without a quality mindset, what are your chances of delivering a level of service resulting in differentiating performance? Supplemental Health Care will be, synonymous with the word Quality.
Quality of the experience.
Quality of the person.
Quality of your work life.
It is forged through our core values of I CARE---Integrity, Candor, Accountability, Respect and Excellence. It is who we are-every single day.
Loving the brand is not enough. You have to live the brand! The blood of the brand must flow through your veins. Living the brand means making it part of you! Making the brand part of you means delivering quality in everything you do--one phone call, one interview, one placement, one client/talent touch at a time.
Not all brands are for everyone. With a market share of 2%, we owe it to the other 98% of the marketplace to experience the Supplemental Health Care brand and see the difference in what we deliver. It is my bet that a good portion of them will see the difference in “The Supplemental Way”, and they will “turn to Supplemental Health Care first.”
Understanding the value delivered by your brand is important, as it will enable you to not be shy about explaining the difference in Supplemental Health Care. Why? Because Supplemental Health Care includes:
- A culture of positive “can do” attitude in a world of socially accepted excuses
- A culture of personal accountability in a world of “it’s not my job”.
- A culture that perseveres for Service Excellence in a world of “it’s good enough.”
Loving your brand and living your brand ensure long lasting success! We will continue to invest in your development through additional training. We realize our only strategic competitive advantage is our people and your ability to deliver a superior experience to both internally and externally. At Supplemental Health Care our brand is represented by you- one phone call, one interview, one placement, one client/talent interaction at a time.
Be the best brand you can be!
Mike Jacoutot
President and CEO
Supplemental Health Care
www.supplementalhealthcare.com
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