A Simple Way to Improve Your Brand

If you do not know about Siegel+Gale, you should. They are a consulting firm that believes in a simple premise: simple is better. For the better part of the last decade, Siegel+Gale has offered their Global Brand Simplicity Index. It’s findings are both provocative and thought provoking.

This year’s findings, derived from responses of 14,000 participants, ranked 857 brands. Three of their conclusions jump out:

  • Consumers value simplicity. Almost two-thirds of consumers are willing to pay more for simpler experiences.
  • Simplicity drives loyalty. More than 6 in 10 consumers are more likely to recommend a brand because it is simple.
  • Employees believe in simplicity. Percentage-wise, more than three times as many employees are brand champions at organizations viewed as embracing simplicity.

Given the data, the big question is, "What have you done in the last 30 days to simplify the experience for patients, their families, and your employees?"

Odds are, if you are honest, the answer starts and ends with two simple words:  not enough.

How you communicate with the community around you isn't a bad space to start. Grab pen and paper are read the following paragraph from a recent press release by CHRISTUS Trinity Mother Frances Health System.  The good people of CHRISTUS Trinity Mother Frances Health System do amazing work. In the light of the power of simplicity, this isn't their finest moment.

CHRISTUS Mother Frances Hospital - South Tyler employs an evidence-based procedure designed to deliver cost-effective care through operational alignment with national best-practice models and an evidence-based approach that streamlines emergency department efforts and prioritizes, in an intimate setting, at a convenient campus, closer to home.

It's time for a rewrite. Slice the health care jargon and corporate-speak. What are they really trying to say?

When you're done, apply that same critical eye to your organization's press releases.