When you hear the word branding, what comes to your mind first? Branding is more than just a cross or medical symbol as your logo, a killer tagline that talks about how compassionate you are or the go-to blue and green brand colors every health business uses.
What is a brand?
A brand is the way a product, company, or person is perceived by others who have come in contact with it. So all the components mentioned above are just the physical aspect of a brand, what makes a brand is intangible, it is a feeling dependent on outsiders.
What is branding?
Branding is the process of creating the feeling or perception you want people to experience when they come in contact with your business.
What is healthcare branding?
Healthcare branding are the different activities a health business engages in to be and remain top of mind. It is a very important step in marketing your health business. Your brand is a promise you make to your patients, staff, partners, etc and keeping that promise takes months and years of consistent effort because when it comes to healthcare it can be a matter of life and death.
For example: if your brand is all about helping people smile more by building confidence about their oral health. There are some actions you need to take to make people feel this way even before they decide to walk into your dental clinic.
Why is branding important for your health business?
- Attract and retain patients
- Attracts the right employees and partners
- It differentiates you from other businesses
- Increases your market share and commands higher price points
- It gives your business direction
- It makes marketing your business easy.
Components of a solid brand
There are several components of a brand and in other to make it a lasting brand, here are some things you need to determine about your business:
- Brand statement (mission and vision statements)
- Brand promise (your promise to your customers)
- Brand identity (logos, colors,elements, pictures, fonts, etc.)
- Brand differentiation (Unique selling proposition)
- Market Position
- Brand Messaging (tagline, positioning statement, brand promise statement, key messages, and marketing copy)
- Brand experience
Steps to building a great brand
- Determine why your business exists. This should be deeper than making a profit.
- Why does your business stand out? What is your secret sauce?
- Know who your customers are. You can come up with personas that will guide you.
- Determine how you want your brand to interact. Think of your brand as living.
- Take action and deliver on all your promises.
You can use our branding questionnaire as a guide to help you gain clarity on this process.(Download)
How to know you have built a great brand
- Your brand and business are memorable.
- You are consistent on all platforms (offline and online).
- You are open to evolve and innovate
- You listen to your customers
- You are relatable and have built a loyal following
If you are reading this article, that means you are already off to a great start in creating a long-lasting brand. Click the link if you want to book a discovery session to help you navigate the process.
