Our Journey to Children’s Nebraska, and Why Now?
Children's Nebraska
Pediatric health care leader on a mission to improve the life of every child.
In any industry, it is challenging to stand apart from competitors and stay on the leading edge. At Children’s Nebraska, we are always evolving to remain a pediatric health care leader for the patients, families and communities we serve. Evolution is part of our DNA, evident in everything from the services we provide and treatments we offer to our communications and branding.?
That’s right, we are talking about rebranding. If you have ever experienced a rebrand at an organization, you know very well that it is a significant undertaking and there are countless factors to consider. How will your audience and employees respond? What is the value proposition? How does it align with your current brand, values and mission? What is the organization’s growth trajectory? The list goes on.
After recently juggling all of these considerations in our shift from Children’s Hospital & Medical Center to Children’s Nebraska, I am excited to share some of the imperatives and insights behind our recent rebrand.
Finding the “right” time
As with anything in life, it can be hard to identify the “right” or “perfect” time for something like rolling out a new brand identity. As an organization focused on excellence and innovation, we identified several strong, strategic reasons for evolving our brand to Children’s Nebraska at this time.
Notably, we have some incredible work happening here and this brand transition will help people understand that our exceptional care, advocacy, research and education are happening in Nebraska. Our previous brand name, Children’s Hospital & Medical Center, was not geographically descriptive and, at a glance, could have been a health care provider anywhere in the country. We are proud to be where we are, doing this amazing work.
We continue to make strides in elevating our regional and national reputation and expanding our reach – another reason it is important that people can clearly identify where we are located. As Children’s Nebraska, we will continue differentiating ourselves from other children's hospitals and benefit from a more distinct brand identity.
The timing of our rebrand announcement aligned closely with Children’s 75th anniversary, allowing us to reflect and honor our history as we looked to the future. Now, we embark on our next chapter as an organization. Since 1948, Children’s has continuously expanded its footprint and services to meet the growing needs of children as Nebraska’s only full-service hospital dedicated to pediatrics. It felt right to mark our diamond anniversary with an exciting step forward, underscoring our commitment to advancing pediatric health care into an even brighter future.
Ensuring your brand is clear and inclusive
At Children’s, we are much bigger than a hospital and medical center. Our expert teams are doing work in care, advocacy, education, research, social determinants of health and more. Children’s Nebraska is broader and more inclusive, better reflecting our full mission, impact and scope. Simply put, it more clearly represents who we are and where we are headed as an organization.
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We need stakeholders to feel this is an appropriate transition from the previous brand identity, which they knew and trusted. We are driven forward by the same mission, vision and values, just with a new name. For anyone planning a rebrand, it is important to consider how it will impact your customers’ or audiences’ current experience with your brand. You want to reassure them that a brand shift won’t affect their experiences or services.
We communicated our steadfast dedication to improving the lives of children through internal and external communications surrounding our 75th anniversary and rebrand announcement. The photos, videos and stories we shared honored our history, our legacy and our people. They helped us celebrate what makes our organization so special. Impactful storytelling on social media is a strong way our audience connects with our organization and our mission.
We published a total of 180 pieces of content across all social media platforms, garnering more than 201,000 organic impressions and nearly 21,500 engagements. The excitement is contagious, and we are thrilled to see so many team members, patient families and community members joining us in celebrating our past – and our future.
Making strategic decisions for the future and remaining open to change
Health care—like many industries— is ever-changing. To remain on the leading edge, we are constantly evolving?and innovating—with everything from new technologies and procedures?to new logos and brand identities. As a leader, you know that, to be successful, you must continue to embrace change and new ideas. What does the future of your organization look like and how could a new brand identity help you move forward?
Amid our season of transition, we are intentionally reinforcing to key stakeholders that, no matter our name, we remain champions of new possibilities. We shape the future of pediatric health care?as Nebraska’s only hospital dedicated to pediatrics.?Change can be scary and challenging, but it is also energizing. I am excited for our next chapter, an evolution that allows us to remain nimble and forward-looking as we continue to grow and innovate for the children and families we serve.
To learn more, visit ChildrensNebraska.org.
Chanda Chacón is the President and Chief Executive Officer of Children’s Nebraska. She champions a people-first approach in leadership and is passionate about sharing her experiences, lessons and unique insights.