Henry Ford on Branding


Even before branding became a marketing term, Henry Ford understood the principle. He once said, ” You can’t build a reputation on what you’re going to do.”

So many people misunderstand branding. Some think it’s a logo, others think it’s an advertising campaign. In reality, those are just symbols of the brand.

A brand is more — much more. It’s the sum of all perceptions your audience has of you. And, as Henry Ford knew, it’s built on what you do, not what you promise.

In the case of a hospital, it’s patient care, cleanliness of the facility, appearance, landscaping, reception, friendliness of staff, outcomes, perceived competence, technology, as well as the marketing. In essence, it’s managing the customer experience at every touchpoint — not just one or two, but every touchpoint. And, you can only manage that experience if you have the buy-in of all employees. Do your employees understand what your brand is all about?

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2 Responses to “Henry Ford on Branding”

  1. Dean Bryant Says:

    Sounds like Henry Ford knew more than just manufacturing.

  2. Julie Says:

    When we did this as an exercise at lunch a few months ago, it was interesting to hear everyone’s perspective on what we do all day.

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