Live, Protect, and Strengthen the Brand

I have always been infatuated with the power of strong brands.   Since we started this business 10 years ago, we tried to build an organization—and a brand—that reflected who we were as individuals and what we thought our customers valued the most:

– Integrity
– Service
– Creativity
– Commitment
– Innovation
– Excellence
– Positive Energy
– Passion
– Personality

I learned to appreciate the power of the brand by working with branding guru Tom Lanen of ThomasBoston, who taught me about brand equity and the need to constantly and continuously protect and preserve and strengthen your brand.  “Protect it at all costs,” Tom said.  “Be true to yourself—and true to the brand. Always.”

At first, we focused on building the brand through traditional marketing.   We focused on the tools we use to tell our story, things like our name, logo, tag-line, website, collaterals, etc.  And we built a solid foundation.

But Tom also taught me that you build equity every day with every little decision you make along the way, which sounds simple and easy.  But if you are growing, how do you continuously protect and preserve and strengthen the brand when more and more people get involved?

That’s where brand becomes culture.

We are in the service business, and our brand is really our people.  We have built our brand by building our culture to attract the people who reflect our values and our priorities in the market: integrity, service, creativity, commitment, innovation, excellence, positive energy, and passion.

We have been very lucky to attract the right people.  But we’ve been purposeful as well.  It doesn’t happen by accident.

It’s been almost 10 years now, and I think we’ve done a pretty good job. When people think of Ovation, they think of these qualities.   And that makes me proud of our brand, and proud of our people.

Thanks, Tom.

About Bill Carew

Bill Carew is a managing principal for Ovation, a Digital Benefit Advisors Company. He is a healthcare entrepreneur and business leader with a passion for innovation, leadership and personal growth. With a tight knit group of partners, he has launched and grown four successful businesses, all of which have been positioned as innovative market leaders in mature industries. Bill attributes his success and personal satisfaction to being part of a forward-thinking management team that thrives on new challenges and allows him to regularly re-define his day to day responsibilities to focus on new and emerging opportunities. By continuously adapting to the changing needs of the business and the marketplace, he and his team remain personally energized and highly engaged in the growth and day to day operations of businesses. Bill is a member of the Metro-Hartford Alliance Healthcare Council and Chairman of the Wellness Committee, a frequent presenter to industry trade groups, and an active contributor to business and industry panels influencing the direction of healthcare policy and legislative activity. Bill has a BA in History from Boston College and an MA in Economics from Trinity College. Bill is a past recipient of the 40 Under 40 Award by the Hartford Business Journal, a member of the Northwest Catholic High School Board of Directors and immediate past Chairman of Nutmeg Big Brothers Big Sisters. Bill resides in Simsbury, CT with his wife Karen and their four children.

One thought on “Live, Protect, and Strengthen the Brand

Comments are closed.