What does your brand say about you?

LET’S START BY COVERING WHAT A BRAND IS

We mostly think of a brand as being a logo – but that’s just a small part of it.

Your brand is much greater than that.

It is the embodiment of your practice – your customer’s first experience from their initial contact with your medical business to the last interaction they have with your service. It covers every step of their journey.

What does that include?

It includes the way the phone is answered, how a patient is treated at reception, what information they are given and how they are given it, how the reception looks and feels including the décor.

So your “brand delivery” and the “brand experience” is well underway before you have even met the patient.

Then we have our specialist-referrer, doctor-patient, provider-user relationship experience. This is a whole subject on its own and we won’t cover it in this discussion –suffice it to say that your communication with your clients, whether referrers, influencers or patients needs to be in keeping with what brand values you are telling them. ie – if you are telling them you are there to be of assistance and partner with them for better outcomes, be sure to be pro-active, take time to listen and give them your attention.

LET’S GO INTO THE MARKETING COLLATERAL AND ACTIVITY ITEMS THAT MAKE UP A BRAND…

These include:

Your logo, signage, website, social media, stationery, brochures, newsletters, education seminars.

The cornerstone of all these items is the logo. It sets and guides every aspect of your brand delivery through your different collateral.

A logo is not just a pretty picture (or it shouldn’t be)

A logo should resonate with your clients, be relevant in its graphical representation of your service and set an expectation. So how does it do that?

There are a number of elements that are used in a well-conceived logo to properly and cleverly convey the characteristics of your business. They are mostly subliminal, but are used to great effect.

These elements include:

Font

The Style of font will convey anything from Professional to whimsical .

UPPER CASE, lower case, Mixed CASE, bold. Each has its own message ie UPPER CASE IS SAYING VERY LOUDLY TO PAY ATTENTION TO ME and BOLD EVEN MORE SO.

Colour

Different colours subliminally express emotions ie blue is the colour of trust and integrity which is why we see many medical logos featuring this colour. Doctors themselves feel attracted to blue.

Imagery

The use or non-use of imagery is one of the most important considerations of a logo. If used, it needs to be in keeping with the brand values. Sometimes an image use is not appropriate and can “weaken” the brand.

Complexity

The simplicity or complexity of a logo needs to be in line with the brand values. A great example is the Nike logo.

Tagline

Can be the most powerful element of a brand. It can succinctly articulate the core values and mission statement.

There is no getting away from brand power.

BEWARE OF BRANDWAGONS

A strong brand stands on its own principles. Be careful not to jump on board because others are doing something and you like it. You want your brand to be memorable and unique.

Make sure you look at every element of your brand and check that it is a true representation of your service.

Go through this checklist and ask yourself – what does my brand say about me?

Are you…

• Trustworthy
• Professional
• Ethical
• Provide a quality service
• Do you care
• Are you an expert
• Do you have high standards
• Are you invested in your patients/referrers

Or…. Are you….

• Sloppy
• Cut corners
• Can’t really be bothered to try
• Don’t really care