What is a Brand?
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What is a Brand?
A brand is not a name or a logo. It is not a product, service or business. It is a promise, an expectation and ultimately an experience. The strongest brands in the world own a place in the consumer’s mind and when they are mentioned almost everyone thinks of the same things. Nearly 1 year in development by AOTA, OT’s new brand platform is intended to crystallize what the profession stands for and the positive impact it has on the lives of its patients.
Living Life To Its Fullest
“Living Life To Its Fullest” differentiates occupational therapy from other disciplines that may appear similar in features, attributes, and possibly even benefits. When people hear the words “occupational therapy” and “Living Life To Its Fullest” used together, we want those words to strike at the core of who we are as humans. When occupational therapy says the impossible is possible, we are helping people live life to its fullest. When occupational therapy sets goals for someone who felt those goals were beyond their reach, we are helping them live life to its fullest.
The Moment of Truth
Occupational therapy’s new brand must be enhanced and guarded and every point where the OT profession touches the customer. These touch points build the consumer’s perceptions about the brand, good or bad. Performance needs to be consistent over time and everyone in the OT profession has to always be upholding the brand. It is what some people call “E” to the third power—every patient, every encounter, every day. There is "The Moment of Truth" with every patient. That’s the moment that your patient decides whether or not you are what you say you are. Helping each patient Live Life to its Fullest will prove us to be true.
Describing OT
Occupational therapy helps people live life to its fullest. It does this by helping people of all ages who have suffered an illness, injury or some form of debilitation relearn the skills of daily living. By focusing on the physical, psychological and social needs of its patients, OT helps people function at the highest possible level, concentrating on what’s important to them to rebuild their health, independence and self-esteem. Occupational therapists are specially trained and credentialed in the field and rely on evidence-based best practices and science-driven data to constantly improve patient outcomes. In an era where consumers want to increasingly be empowered and maximize life’s potential, more and more people are recognizing the value of occupational therapy and as a result the field is expected to grow significantly over the coming years.
What’s Next?
Over the next several months, AOTA will develop communication tools and begin to use the brand as part of its advocacy with policymakers, in targeted advertising to increase AOTA’s profile, in speaking with students interested in entering the field, in discussions with reporters and many other activities. You’ll be seeing and reading a lot about "Living Life To Its Fullest” because we believe that the aspirational goal behind those words is a key component in AOTA fulfilling its Centennial Vision and in the OT field continuing to grow and fulfill its professional potential.
See a video clip of the Presidential Address and brand announcement at the 2008 AOTA Conference and Expo.