The California Academy of Family Physicians
(CAFP) was caught in the middle! As the state professional
organization of family physicians it sat between the policy
setting national body and the hands on local chapters and
needed to find and communicate its own value to its members.
Brand Alignment Group was asked to help.
Working with the executive team, general members
and the communications team, BrAG conducted a series of workshops,
surveys and interviews to dig under the well worn descriptions
and access what was authentic in both their beliefs and actions
and how that intersected with member perceptions.
The final brand positioning statement, "CAFP
champions family medicine for California and helps family
physicians improve their everyday practice lives." reflects
both the state and national level advocacy that lies at
the core of the organization and the proactive efforts
to give family physicians tools, education and other resources
so their everyday lives are improved. Both an authentic
statement of the value provided by CAFP and a foundation
thatcan be built upon into the future the brand positioning
is a "rallying cry" for the organization
and their members and a point of analysis for programs
and initiatives.
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