As trends such as consumerism and the shift from a wholesale to retail environment continue to impact healthcare, hospitals and health systems can no longer afford to ignore the power of the brand. To better understand the power of the brand, it is helpful to think about examples of strong brands from other industries such as entertainment, manufacturing and education. As leaders who help connect the hospital to the community and other stakeholders and govern on their behalf, boards should clearly understand their hospital's brand and how it is being implemented to meet stakeholder wants and needs. Board participation in determining the organization's brand identity can forge stronger stakeholder connections and result in greater clarity of purpose and a stronger culture of active, engaged governance and leadership. By involving the board and stakeholders in the branding process, the power of the brand can reach far beyond its effect on the organization's marketing and positioning.