Healthcare Brand Growth Blog

 October 16, 2014

Brand Choice: Consumers Choose Wisely, Tell Them Why to Choose You

Brand Perception - Why Will They Choose You?A choice. 

That's what your patients and customers have. Given the opportunity, your Brand could be the perfect fit for them – but right now, they might see your Brand as little more than one of the options.

That power of choice may not seem substantial to your customers or patients, but it's everything to your bottom line. Without the benefit of experiencing your cutting-edge technology or your top-notch product quality, what’s going to cause them to choose you?

Two simple words: Brand perception. The distinctive message, experience, and feeling that people associate with you – the essence of who you are – can make the difference between first choice and last resort in the eyes of consumers.

How do you build a Brand that stands out from the competition and resonates with your audience so much that marketing efforts get even bigger returns?

I'm not just talking about Branding, or the process by which we strategically apply your core messages to marketing communications. I'm talking about Brand development, the discovery process we go through to unearth your company's “Claim of Distinction,” and the master plan for how that differentiation will be communicated. It's the difference between adding a tagline to your company brochure and developing that perfect Brand message.

The typical Brand development thinking works along the lines of, “We’ll find out what the audience wants, then we’ll build our Brand to match!”

While knowing your audience is an undisputed prerequisite of a successful campaign, we're going to challenge the idea that it should define your Brand. Why? It's simple: 

  • Everyone else is following that same process with the same audience.
  • When this happens, all Brands start to look alike.
  • When your Brand looks like all the others, you're left to compete with one thing: price.
  • When price becomes your only measure of value, you become a commodity, not a Brand.  You’re viewed as a service, not a permanent solution.

Rather than asking you to become like everyone else, we'll help you articulate who you already are and what sets you apart from the competition. 

We’ll drill deep to help you understand the truth that lives within your Brand. Download our free eBook, Empowering Your Brand Distinction, to learn what you can start to do today to unearth your claim of distinction and capitalize on what you can do to differentiate your Brand.

Figuring out what makes your Brand unique can be tricky, let’s touch base and I will put the Hult Team's experience to work for you. We can connect at 309-673-8191 or jflynn@hultmarketing.comtogether we can create a better focus on your Brand. 

        Empowering Your Healthcare Brand Distinction   Download the Enhancing Your Brand Experience eBook Now!