To establish a strong and coherent branding initiative, Shikatani Lacroix recommended the creation of a brand card that distinctly showcased the unique value proposition of the organization. In this brand card, Shikatani Lacroix defined the organization’s vision, mission, value and brand pillars. Leadership, expertise and consistence anchor these three major brand pillars. The brand’s value lies in connecting and improving the system for the care of frail older adults. The brand’s mission is to create and maintain a high quality, integrated, person-centered network that ensures the best quality of life for frail older adults and their families. Finally, the brand’s vision is to provide the best healthcare experience for frail older adults in the Central East LHIN. RSGS can be defined by four core attributes: knowledge, service integration, evaluation and a defined system model. The overriding goals of the RSGS branding program were twofold:

• create a compelling name and identity that is easy to remember
• build a strong sense of credibility and trust to facilitate future opportunities for growth

Shikatani Lacroix had to develop a name derivative that was simple and easy to pronounce while reflecting the organization’s mandate and charter. The name and identity had to reinforce a sense of security and confidence while simultaneously clarifying the organization’s services. Prior to creating a brand, RSGS needed to understand who was the aim and audience of the brand and its messaging. The primary target audience included service providers, and they would be targeted for the purpose of network onboarding and system improvement. The secondary target audience included caregivers and frail older adults. They would be targeted for the purpose of promoting the fact that RSGS exists as a navigator of the frail older adults care system. Once the brand card was created, Shikatani Lacroix moved forward with a clear understanding of what the rebranding process should entail.