Broadlane WFX Rebrands to Prolucent & Some Rebranding Tips

Screen shot 2010-03-15 at 11.15.16 PM A couple of months ago I wrote about AMN's re-branding campaign. Now, another major player in the healthcare staffing industry has gone through a similar effort. Broadlane's Workforce Management Services has rebranded itself from Broandlane WFX to Prolucent.

If you're considering a rebranding campaign for your staffing agency now is the perfect time to do it. The trends in the healthcare staffing industry have been bleak over the last 1.5 years. However, as things start to pick up again hospitals will be re-evaluating their staffing agency partners. Approaching them with an improved identity, renewed focus and new service offerings can
go along way toward keeping the attention of your clients or getting new ones to notice you.

If you do decide to rebrand I offer the following tips:

  1. Make sure you understand what all is involved with this effort. A brand is more than a logo. You don't want to simply update your logo or website and overlook the rest of your promotional material. Promoting an inconsistent brand sends a bad message to the market. 
  2. If you rename your company or product chose something that's easy to pronounce. Although 'Broadlane WFX' wasn't a great name, I'm not sure the name 'Prolucent' is any better. Many people are going to spend time trying to figure out how to pronounce it or just skip the exercise all together and continue to call them Broadlane. Further, if you change your company name to something in another language (say for example 'Concerro') be sure the name means what you think it does.
  3. Do your homework and work with reputable companies that know what they're doing and won't overcharge you. If you don't know where to start contact me and I can help point you in the right direction.

Changing your brand can be tricky and if done incorrectly, it can be
disastrous. There is a lot to consider, including the current equity your brand has
or doesn't have, before going down this path. However, if AMN can pull it
off with all the equity they had in their brand, most likely you can
too too.

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