Making the Brand Meaningful
Click either image to download the AOTA Brand Slide Presentation, or download here. To view text with the slide show, choose View, then Notes, on the slide show menu bar.
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 clients.
Occupational Therapy: Living Life To Its Fullest™
“Occupational Therapy: 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. When occupational therapy says the impossible is possible, we are helping people live life to its fullest. When occupational therapy sets goals for people who felt those goals were beyond their reach, we are helping them live life to its fullest.
The Moment of Truth
Occupational therapy’s brand must be enhanced and guarded at every point where the OT profession touches clients. 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 uphold 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 client. That’s the moment that your client decides whether or not you are what you say you are. Helping each client Live Life to its Fullest will reflect the profession in a powerful way.
Occupational therapy helps people live life to its fullest. It does this by helping people of all ages with 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 clients, OT helps them 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 client outcomes. In an era where consumers increasingly want to be empowered and maximize life’s potential, more and more people are recognizing the value of occupational therapy. As a result, the field is expected to grow significantly over the coming years.
To support the goals of the Centennial Vision, AOTA will continue to develop communication tools and 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. We believe that the aspirational goal behind the brand 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.
To offer feedback or suggestions on how AOTA can help you incorporate the brand into your practice, contact Laura Collins at LCollins@aota.org.