Bland to Brand Transformation-Case Study#2: COO in Healthcare Consulting Goes from Bland to Brand



One of the unique differentiating capabilities that I've become known for over the years is for my ability to unearth unique value propositions that powerfully differentiate my clients in the marketplace.


The methodology I use today is a hybrid-approach comprised of some prep work that includes curating target job descriptions (this way I am 100% aligned to my client's future-facing goals) and Thought Starter questions that give us a framework for our Strategy Calls.


It is during the Strategy Calls, where the magic comes forth, and I can see unique patterns, narratives, and stories that should be incorporated into my client's branding to give them a unique competitive edge in the market.


TRADITIONAL RESUME WRITING "BEST PRACTICES" LEAVE MARKETING DOCUMENT FLAT AND DEVOID OF COMPELLING, DIFFERENTIATED VALUE PROPOSITION:


Such was the case with Theresa (*name changed to protect client confidentiality). Theresa had her resume written a couple years prior at a large, well-known name in the executive branding market, however the result was lackluster.


Looking for a more compelling angle to her branding, Theresa reached out to me.


She couldn't articulate what was missing, but knew her resume was not accurately representing what she was capable of bringing to the table.


Through our work together, I identified key nuggets that powerfully uniquely differentiated her leadership: unique capabilities that she had completely overlooked or took for granted, but were important to bring to life for her as she set out to secure her next COO-level opportunity in the market.


This is again where I state my POV that traditional resume writing practices (e.g. "metrics-focused" for the sake of metrics, while important elements of context and leadership capabilities are missed) fall short in today's highly nuanced and competitive market.


BEFORE:

BRAND IS FLAT AND NOT DIFFERENTIATED


BEFORE: A "metrics for the sake of metrics" focus on this resume. Key salient differentiated value propositions are not unearthed and therefore not brought to the table in this branding.





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AFTER:

VERY SPECIFIC AND COMPELLING BRAND DIFFERENTIATORS ARE UNEARTHED AND THEN HIGHLIGHTED IN STRATEGY & MARKETING DOCUMENTS:


AFTER: Unearthed that this client was actually a bold and visionary leader, who took calculated risks in the market, and because of her ability to lead a senior leadership team that was truly cohesive and synergetic, launched numerous first-of-a-kind/pioneering models and programs in the industry that were highly successful; (2) built programs that powered differentiation in what had become a highly saturated and commoditized market; and (3) scaled at an unprecedented speed while concurrently maintaining the Operational Excellence this brand was known for---not an easy feat!



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Are you struggling to articulate and differentiate your brand in the market?

Do you feel that your existing branding does not powerfully convey what you bring to the table?


If so, let's talk. Schedule a Discovery Call and let's discuss.


I look forward to learning more about your search dynamics


To your empowerment and success,


-Piper