1/ Convey your mission.
"Our mission is to create the world's best healthcare for billions of people, for free. What kind of brand voice conveys such a crazy ambitious mission? First, one that's bold. We say impolite things like, 'Hey, health insurance is evil. Second, our voice is empowering, not paternalistic. 'Doctor knows best' is not our style. We call people we serve 'members' instead of patients. Finally, we're optimistic. We need a voice that can break through the learned helplessness that healthcare is somehow unfixable." -ADRIAN AOUN, founder and CEO, Forward
2/ Find a characteristic that other brands miss.
This story is from the August 2023 edition of Entrepreneur magazine.
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This story is from the August 2023 edition of Entrepreneur magazine.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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