Why OnBrand?

This site is all about our brand: what it is, why it matters, and how you can use it to strengthen Cleveland Clinic with every single piece you create.

Our brand is a direct representation of who we are. It lives in everything we say, everything we do, and every decision we make. It’s an ongoing story—and when we all tell that story in the same way, it has the power to reinforce our message, build up our reputation, and connect with more people.

As an organization, we were built on a commitment to delivering an excellent patient experience, and our brand is a big part of that experience. By using this site as a guide to help you convey our brand in a clear, consistent way, that experience can become even better.

Planning is a crucial part of successful communication.
Use this quick guide to help you get started.

Here are a few things to think about before you create anything in the Cleveland Clinic brand:

  • Audience:
    Are you talking to patients? Doctors and nurses? The whole community?  Think about the people you’re trying to reach and the messages that matter most to them. When you tailor your message specifically to your audience, it will have a better chance of connecting with them.
  • Message:
    What is this piece trying to say? Will you be drawing attention to a specific piece of news, communicating an important change, or educating people about a certain topic? No matter what you’re creating, your message should be simple and clear, and make it easy for your audience to understand exactly what they need to know.
  • Call to Action:
    Now that your audience has the information, what do you want them to do? Your messages should always include a call to action that urges the reader to do something, whether it’s calling a phone number, clicking a link, or sending an e-mail.
  • Priority:
    In today’s busy world, attention spans are shorter than ever. Organizing your information can help your reader quickly focus on the most important points. If there’s a required action or time sensitive message, keep it towards the top, and call it out so the reader sees it immediately.
  • Tactic:
    Each message has a delivery method that will best resonate with your audience. You have access to a range of templates and resources for your communication pieces. By changing up your methods and incorporating different mediums like brochures and posters, the value of each communication will improve, and so will attention and engagement.