¿Cuáles son las consideraciones clave a la hora de desarrollar una estrategia de branding?

Consideration: Define the purpose and values that your brand represents. Why it matters: A clear purpose and set of values help create an emotional connection with your audience and differentiate your brand in the market. The foundation for all branding efforts, guiding decision-making and resonating with consumers on a deeper level.

In my journey as a digital health strategist and registered pharmacist, defining the purpose behind any initiative is paramount. It's not just about creating a brand; it's about crafting a narrative that resonates with the heart of healthcare. Our purpose must go beyond the services we offer; it should reflect our commitment to improving lives. For me, this means leveraging technology to enhance personalized healthcare experiences and empower individuals to take control of their well-being.

Tailor your branding efforts to resonate with the specific needs, preferences, and behaviors of your audience. This will allow for more personalized and effective communication, fostering a stronger connection.

Needs, wants, demands. They’re the three key pillars of understanding your client and what they’re after. These will then provide insight to their pinch points, which you can address is your approach. Clients either passive or actively looking for a new product or service will have preconceived ideas of what they’re after, you need to be sure to meet their brief or ideas at the same time as ensuring you don’t sacrifice your organisations identity. Your brand is who you are as an organisation, you can have an excellent product or service but if your company brand isn’t reputable or comes with bad connotations you’ll always be unsuccessful. If it is negative you need to enter discovery on the reasoning and rectify it as a priority.

Your value proposition is what will win you work, understanding what your competitors are offering to tailor your message and offering to be more attractive is critical to being successful, especially in a congested market place. By ensuring that you understand your competitors weaknesses, strengths and their value proposition you can then develop a counter argument if forced to compete head to head. It is however fundamental to not slander or attack a competitor, but be aware of their value proposition to tailor a counter one if needed. This research into competitors can also provide an insight to any weaknesses in your business that can be rectified before becoming known in the market.

In the healthcare realm, collaboration is as crucial as competition. While striving for innovation, it's essential to acknowledge and learn from others in the field. My years in strategic partnerships have taught me the power of collaboration in advancing healthcare solutions. Researching competitors isn't just about keeping an eye on rivals; it's about finding opportunities to collaborate, ultimately contributing to the collective goal of transforming healthcare.

A visually appealing and consistent identity enhances brand recognition, creating a visual language that communicates your brand values.

While building brand awareness, ensure that you are authentic to your core values and share real content than fictional stories. It’s very important to standby your principles so that your prospects / audience finds you trustworthy. You should be sharing valuable content that can help the audience make their lives easier and grow professionally. Until you share enriching content, the brand awareness has no meaning. You can also lure your audience with interesting benefits & outcomes.

Perceber o propósito da marca e os valores que a alimentam. Conseguir criar uma cultura organizacional que coloque todos os colaboradores a respirar o propósito e os valores da marca. A partir daí comunicar a visão e a missão da marca vai ajudar a definir a estratégia de marketing que vai ao encontro destas duas componentes que alimentam o coração da empresa.

In the digital age, raising awareness is akin to conducting a public health campaign. It's not just about promoting services; it's about educating and fostering a community that values health and well-being. Drawing from my experience in digital marketing, I've witnessed the power of storytelling and targeted communication in building awareness. It's about creating a narrative that not only captures attention but also inspires action towards a healthier future.

Formulating a branding strategy is not a one-time exercise. Factors such as competition and market trends necessitate a dynamic approach to branding. Reassessment of branding strategy over time is crucial for maintaining competitiveness and relevance.