Getting your branding right is more of an art than a technique. Yes, there are techniques that are employed in making sure that the public knows who you are and what you’re about. However, it’s important to know when and how to use them. At Pascāle, we can help you uncover commonly misused healthcare branding agency techniques.
Cute over concise
Whether you’re looking to change your marketing plan, rebrand your clinics, or are just starting out, the name and words you use to describe your company are important. You can always go with a family-friendly name that invites parents of small children to visit your pediatricians. However, a long name is hard to remember. Parents have a lot going on and won’t be able to tell their friends the name of the clinic where they see their kids’ doctor if it’s not short and sweet.
Even if the name is short and sweet, it needs to make sense. Don’t let your healthcare branding agency use a name that takes too much time to figure out. New York Times Bestselling Author Donald Miller says in his book “Building a Storybrand” that brands often “cause their customers to burn too many calories in an effort to understand their offer.” Your patients shouldn’t have to think too hard about your brand to understand who you are.
Misuse of common phrases
Medical terminology is often confusing to those who don’t use it every day. As a branding agency, it’s important to be aware of limitations in understanding. This happens regularly as brands expand internationally and fail to properly translate catchphrases or company mottos into something that matches the meaning of the phrase rather than the words. A healthcare branding agency should know that the meaning of a phrase is as important as the phrase itself.
Improper social media strategies
Social media is a fun place to interact with people who share the same interests as you. Many companies use this as an opportunity to expand their brand beyond who they are within their four walls. The fast-food restaurant Wendy’s is an example of a business that decided to brand specifically for a social media platform as they have become some of the biggest trolls on Twitter. However, you need to understand your role in the social media space. People are not looking for funny memes or trolling from a healthcare company. You should be established as an expert in your field with professional and informative posts. This doesn't mean you can be lighthearted and fun, but it’s important to know the line.
Overusing a logo
Your logo is your brand. It’s an image that’s used to identify you from among your competitors and even the rest of the world. While you want to get more eyes on your logo, it’s important to find a balance. Your logo should be an accent that complements the work that you’re doing, not the focal point of your efforts. It’s important to find a way to incorporate your logo into what you do and without taking the attention away from the message you’re trying to convey.
Get your branding right with Pascāle
With the help of our team at Pascāle, we’ll make sure that your branding is on point. We’re a healthcare branding agency that understands the nuance of the healthcare industry and what it means to present yourself as a reputable source that’s committed to proper care. Get in touch with our team today by calling 412-526-1756 or send us a message using our contact form. We’ll be sure to get back to you promptly because we’re responsive AF.