CHAPTER 29
Developing Your Brand
Kat Smith
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THE SUCCESS OF ANY business depends in large part on the end user’s ability to clearly distinguish one product from another in the marketplace and, on the basis of those distinctions, make a selection. Branding is the main tool used to distinguish your products from those of the competition. It’s why millions of people wake up every day and order a Starbucks coffee. It’s why your neighbor will only drive a Volvo. And it’s a tool you can use to make your urgent care center the community go-to.
The three main purposes of branding are product identification, repeat sales, and new sales. Product identification is the cornerstone and, of these three, the most important. If no one recognizes your product or service in the market, you will be hard pressed to make any repeat or new sales. Branding helps you to distinguish your products and services from all others in the marketplace. This is why the name iPod conjures up a myriad of musical images, but you might scratch your head in confusion if I brought up the name Zune.
A brand that has wide recognition and well-perceived quality is more likely to garner brand loyalty among consumers and in turn generate repeat sales. Having high brand awareness and a respected image is particularly beneficial when you want to introduce new products (and make new sales). For example, General Mills’s Honey Nut Cheerios, which debuted in 1979, as a supporting product line to Cheerios, has since gone on to outsell the original and become the top-selling cereal in the United States.
The outward expression of a brand is made up of many components, including its name, trademark, visual appearance, and communication style, all coming together to form a brand identity. Think about how you want the consumer to perceive your brand, because this identity will ultimately be built by you. Focus on authentic qualities and characteristics that you want to provide potential patients, and develop a brand promise that you can sustain and deliver.