Brand Timeline
Embedded Files
Let’s go back to how we established the RITM brand through a standard set of brand guidelines and visual identity policies captured in the RITM Brand Manual.
Brand Positioning
The Institute taking pride in its multi -niche fields of expertise in infectious disease research, reference laboratory services, clinical care, biologicals production, and health care training, needs to clearly establish its identity with the several hats it wears.
The idea of brand positioning may be abstract to be understood and absorbed at a glance. Thus, in order to simplify this, a brand positioning statement can help to easily convey the distinction of the Institute among other public health groups in the country. Treat the brand positioning statement as the simplest way to respond to someone asking you, “what is RITM?”
Brand Positioning Statement
A basic brand positioning statement, considers a target market, the target market’s need, the main benefit/unique service offered , and the reason for stakeholders to patronize the main benefit/unique service offered. In the case of RITM, our brand positioning is captured by this statement.
RITM Persona
In a brand manual brainstorming workshop by CEO on June 20, 2022, the team discussed about the RITM persona archetype. This is based on the Jungian Archetypes coined by renowned psychiatrist Carl Jung. Organizations usually first determine the persona that best projects their brand to their intended stakeholder groups.
Jung posits that other characterizations may be derived from the four major archetypes which are known as the 12 archetypical figures/images which include the following: Ruler; Creator/Artist; Sage; Innocent; Explorer; Rebel; Hero; Wizard; Jester; Everyman; Lover; and Caregiver.
RITM's persona is a mix of Ruler, Caregiver, and Creator
Ruler
This denotes power and confidence. This relates to RITM as it functions as the country’s primary agency for infectious disease outbreak management and curtailment. The Institute also provides the primary guidelines for all laboratories in the country for confirmatory testing of infectious diseases.
Caregiver
This denote saltruism, compassion, and empathy. This relates to RITM also functions as a hospital for patients with animal bite, dermatological, and HIV/AIDS concerns, as well as other infectious diseases.
Creator
This denotes creativity, resourcefulness, and inventiveness. This relates to RITM as it produces research studies to help provide innovations to existing health/diseaserelated problems in the country.
Brand Voice
Enforcing a brand does not only involve visual identity. Representing a brand also demands presence and personality. Think of this as how the RITM persona will sound like if it were a real person with a voice that resonates across multimedia platforms.
Always remember to align the RITM brand voice to the specific stakeholder group intended as recipients of the messages; and practice accessibility and ease in facilitating conversations with stakeholders.
With this, we standardize addressing concerns from stakeholders using the language they are most comfortable with. For example, if an external stakeholder raises a concern in Filipino, we shall also reply in Filipino. Otherwise, English will be used when we start a conversation from our end.
The RITM Brand Voice is best described as
Professional
In writing messages representative of RITM, adapt a formal tone that does not sound too corporate. Be clear and direct to the point.
Cordial
RITM can maintain a professional tone but still be friendly and approachable. When developing content for stakeholders, ensure to be welcoming of queries and concerns and address them in a calm and reasonable approach.
Inclusive
Exert effort in crafting messages that are accessible to all regardless of ethnicity, gender, age, and disability.
Credible
As the country’s lead agency in infectious disease prevention and control, enforce authority in conveying messages with confidence and truthfulness.
Voice Tone
Applications
Patients
• As much as possible, address concerns in colloquial Filipino
• Avoid using too much technical jargon
• Simplify processes (e.g. Citizen Charter Processes for Walk-In Patients)
• Make efforts to recap instructions
Undergraduate Students
• Address concerns in business English or formal Filipino
• Express enthusiasm to their scientific endeavors
• As undergraduate students are often bound by deadlines, ensure to directly address their concerns
• Relay specific and complete instructions
Job Applicants
• Address concerns in business English or formal Filipino
• Adapt a colloquial tone if warranted
• Express enthusiasm to sustain their interest to their desired posts
Training Participants
• Address concerns in business English or formal Filipino
• Adapt a colloquial tone if warranted
• Immediately level off expectations of the learning and development initiative/s offered by the Institute
• Relay specific and complete recruitment instructions
Local and International Collaborators
• Always address concerns in academic English
• Adapt an academic/collegiate tone
• Highlight Institute’s fields of expertise
• Express enthusiasm to sustain their interest in possible partnerships
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