While the Covid pandemic gripped the country and challenged our NHS Trusts, Mid Cheshire decided to revisit and enhance their brand messaging and visual style to celebrate their staff achievements, patient care and community support.
During the research stage it was apparent that staff and patients felt ‘truly cared about’. The staff worked in a supportive and team-focussed environment, with high levels of job satisfaction, whilst the patients felt that the Trust was committed to making a real difference in their care and genuinely passionate about their welfare.
Based upon the positive feedback given we wrote a trueline, ‘Mid Cheshire Hospitals NHS Foundation Trust provides high quality care, with people that are passionate about doing the right thing for patients, staff and the community’. This sentence would become the core idea of the brand and from this statement came the strapline ‘Because you matter’. This strapline emphasised the respect for their staff, the dedication to the patients and the support to the community. This new strapline would appear on both internal and external marketing communications and also worked to enhance staff recruitment and retention.
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