Transforming your organization

Branding is about creating an impression. What do your customers think of your organization’s product or service? Is your brand outdated, misunderstood, or perceived in a negative fashion?It is important to know how you are currently perceived before you create a new brand. Designing or changing a brand means finding words and images you can own to make yourself unique. The right brand can make you a leader in your area of business or service. It is also important to have a brand which reflects what you really are and what you do in a way that is relevant to your stakeholders.

Branding is designed to improve return on investment. At SRA, branding research has been a key practice area for more than 25 years. We conduct primary research for better decision-making when it comes to designing or re-defining a brand. We use a variety of research tactics to achieve our client’s goals when it comes to branding.

Branding and corporate image involve four basic steps: understanding what stakeholders know and think about you now, and developing, testing, and executing the desired strategy. Once you begin, it is critical to monitor the new brand and ensure everyone in the organization follows guidelines for its use. Further, it is imperative to establish a branding research program to measure the progress of the new brand over time.

SRA works with clients in a wide variety of industries to establish new brands. This branding research includes:

  • Understanding how a brand is currently perceived
  • Analyzing competitors positioning and image
  • Determining what makes the company, product, or service unique
  • Evaluating alternative brand strategies
  • Tracking the impact and effectiveness of new branding

SRA works with for profit and not for profit businesses in their brand and image. Some of the audiences where we conduct branding research surveys include:

  • Consumers
  • Donors and volunteers
  • Employees
  • Business owners and managers
  • C-level executives
  • Physicians and other medical personnel
  • Pharmacists

SRA helps organizations in a variety of industries change, launch, and evaluate their brand and image. Some of the industries for whom we conduct branding research include:

  • Not for profits
  • Hospitals and healthcare organizations
  • Medical technology
  • Distribution and warehousing
  • Pharmaceutical
  • Banks and financial services companies
  • Retailers
  • Manufacturers
  • Consumer packaged goods
  • Educational institutions


SRA’s branding and corporate image work has helped many companies position their organizations for success. Our branding research has helped clients:

  • Re-brand a financial institution with a unique and relevant focus that successfully set the financial institution apart from competitors.
  • Unify the operations of a group of leading hospitals and medical facilities under one brand umbrella that conveyed a consistent image as a leader in healthcare regionally, nationally, and internationally. The organization was able to fine tune branding executions and tie existing equities into the umbrella brand.
  • Identify the key value drivers for a company that has developed a new medical technology. This allowed our client to design a brand positioning which has been used to successfully launch this groundbreaking technology.
  • Track the launch of a new health system brand and the service specific campaigns being used to help promote the system.
  • Identify the key issues with a senior services organization in order to provide input to develop a new name, brand, logo, and collateral materials.
  • Evaluate a revised brand strategy for a membership organization, which uncovered issues with the proposed imagery among members.
  • Understand the unique equity of a university and how this can be leveraged to drive changes in the school’s image to increase enrollment.

For further information, please call us at 561-744-5662.

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