Brand Standard


Every interaction between people in your business – between staff and customers, between coworkers, even contact with vendors – shapes your brand more effectively than any other initiative you could implement. Your team needs to understand the organization’s mission; they need a shared vision, a common understanding of your company’s voice and principles.

making friends

WellMed understood this concept when they asked esd & associates to develop their branding guide. As we collaborated in the initial phase of the project, esd developed a strategy for defining WellMed’s brand in a more sophisticated manner than merely defining logos and colors.

Representing one of every five Medicare patients in their markets, WellMed is founded on the principle of maintaining the patient’s wellness. The WellMed Brand Standard begins with a discussion about caring and friendship.

setting a standard for trust

Developed in collaboration with esd writers and designers, the Brand Standard tells a complete WellMed story, breaking detailed concepts into short articles and lists, covering more “esoteric” concepts as:

  • the two healing functions of a smile
  • our patients know we care – that’s the WellMed brand
  • what a friend does – and doesn’t – do
  • the different “voices” WellMed uses in caring, counseling, having fun and doing business with patients, coworkers and vendors

The Standard also includes everything you expect to see in an identity document – instructions about logo usage, specifications for company colors and an explanation of trademarks, service marks and copyright.

But WellMed’s Brand Standard doesn’t just tell employees which letterhead to use – it sets a tone for every interaction between team members and their patients.

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