Branding: Don’t be scared to present the real you to the world, authenticity is at the heart of success.
Branding is one of the most important aspects of any business, large or small, retail or business to business (B2B). An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean? How does it affect a small business like yours?
“Your brand is that ADHESIVE image you carry, that has the ability to STICK to the minds of people you meet physically or otherwise. Brand yourself positively because whoever gets to know you when passing by takes your image along!” ― Israelmore Ayivor, Daily Drive 365
Recently, John Williams wrote in a very informative article in Entrepreneur Magazine, titled the Basics of Branding. He points out that simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Your brand is derived from who you are, who you want to be and who people perceive you to be.
Now that you know what branding is, how do you attain it? How do you form it? How build your business off of it?
The first place to begin is to look in the mirror. Who are you? Who is the principle patient? What is your specialty? If you don’t know, you will need to do some soul searching. Figure out where your passion lays. Maybe your answer is right in front of you? Do an inventory of your entire patient base and establish each patient’s unique need. Clarity may be closer than you think.
The next step is to figure out your practice’s mission. Based on that information establish the unique benefits and features of your services. Now build off of that by establishing what your patients think of your service. Finally, determine what qualities you want patients to associate with your practice.
Congratulations, you have just determined your unique selling proposition (U.S.P). In short, that unique benefit, essence, appeal or promise that you hold out to the patient (one that no other doctor offers). It must be a clear, concise, compelling reason that makes your patient aware of what your practice can do for them. Continue reading “The Secret to Success: Branding”