Branding is the act of controlling how customers perceive an organization in their market; it is an important tool in differentiating an organization from their competitors in the minds of customers. But when the question of "branding" comes up, most people's thoughts will immediately jump to iconic retail brands-Apple, Coca-Cola, Starbucks, McDonalds, etc. However, this perception of branding as only being relevant to the commercial market is quickly dissolving.
In recent years, as the health and human service market has reoriented around value and consumerism, branding has become an essential element to every provider organization's strategic . . .