Are you as sick of hearing about branding in medical and wellness marketing as we are? Let’s take a look at what a “brand” is and then be done with it, shall we?
A company’s brand is its identity as expressed in its name, logo or symbol, its visual design, and even the voice employed in company communications. Collectively these things help to identify the goods and services of the company and distinguish it in a sea of other companies, competitors and digital noise in today’s world.
Your brand is one of the most important ways that your value proposition is communicated. A good brand not only sets you apart from your competition, it communicates to your prospect that you are the perfect solution to the unique problems and challenges they face.
This is important so I’ll say it again: Branding is not about simply inspiring your prospects to choose you over the competition; but rather it’s about helping them to see you as the only provider of exactly what they’re looking for. And to do this you need to dig deep. Why would someone choose you? What do you have to offer that no one else does?
A good brand accomplishes the following:
- Affirms your authority and credibility
- Delivers your message clearly
- Connects emotionally with your prospects
- Motivates the prospect to become a customer (patient)
- Builds customer loyalty
To succeed in building a strong brand consistent strategies, language, and design must be integrated throughout your medical business at every point of contact with your patients and customers. Therefore it’s critical to spend the time, energy, and resources to plan, define, and build a strong brand – one brick at a time.
The yield? The kind of invaluable promise that builds loyalty and appreciation in those you serve.