“When you look at strong branding, you see a promise!” — Jim Mullen
What if every time you send a promotional piece to your patients, that message gets received with great excitement? It is possible to attain genuine dominance of your marketplace; and, it’s only a few key steps away. An essential aspect of fruitful and predictable marketing begins with superior branding.
A properly developed brand identifies you as the absolute “go-to” doctors in the area. Excellent branding allows you to accurately achieve your reward with stable, dependable, and genuine, programmable response and communication rates.
Think of your marketing promotion like a three-legged stool. You need each leg to be sturdy, or the stool will fall. In this case, the legs of your stool represent your niche, your content, and your credibility. Therefore, to achieve great branding, you must also focus heavily on the content of your message. You must spotlight that segment of your market (your niche) for which you want to be known. For example, prenatal care, make it your mission to provide fresh, innovative, and helpful information that compels Moms to read.
“There is a lot of confusion around branding, there are multiple definitions, so what is branding? Decades ago branding was defined as a name, slogan, sign, symbol or design, or a combination of these elements that identify products or services of a company. The brand was identified of the elements that differentiated the goods and or service from the competition. Today brand is a bit more complex, but even more important in today’s world of marketing.
It’s the perception that a consumer has when they hear or think of your company name, service or product. That being said, the word ‘brand’ or ‘branding’ is a moving target and evolves with the behavior of consumers, I think of it as the mental picture of who you as a company represents to consumers; it is influenced by the elements, words, and creativity that surround it.”
As you can see, to create a successful brand, you must understand the needs and wants of you patients!
You must also establish your credibility. In a crowded market, where your patients have a lot of choices, you must stand out as a leading expert. Incidentally, this would be the complete opposite of mass marketing. You will never be an expert if you try to be all things to all people!
As stated earlier, credibility starts by targeting your market and developing your reputation as a great resource. In essence, becoming a mini-celebrity to the right people because you’re trustworthy, knowledgeable, and close at hand.
Because of your status, everything you send must be excellent and incomparable. You must position yourself as the best and only solution! Think about it; you’re not breaking new ground, organizations like the Mayo Clinic and Johns Hopkins set a masterful blueprint. You too can achieve similar results, if you dedicate your brand to that level of preeminence.
*I would invite you to discover more about our unique strategy to develop your Authority Brand. Read our article on becoming a “resident expert” in your field. Learn how to create division (from a patient’s perspective) between you and every other chiropractor in town. Continue reading How to Use Your Branding to Get Genuine Practice Dominance!