“Customers don't buy your product, they buy your Brand.”
It's a phrase as old as marketing, but it becomes increasingly relevant every day. Gone are the days of doing business behind a front of slick images and catchy tunes. In today's transparent and always connected world, your Brand is your product. In light of this, I have a deceptively simple question: what is your “Brand?"
If your answer includes buzzwords like “mission statement,” “logo” or “tagline,” you're getting ahead of yourself. Those words reflect the second phase of the Brand development process – a stage many businesses mistakenly begin with.
Digging deeper to the root of what it means to be a Brand, we find tangible aspects of what a Brand truly means. Things like your reputation, your relationship with patients and customers, and your Claim of Distinction are concrete attributes that help you define who you are. From here, we begin to define the root reason why your audience should buy your Brand – a reason that you need to know before you can market it to your audience.
Branding from the Inside Out
If you're like most Brands, you define yourself in this order:
What (product) → How (details) → Why (emotion)
- What: We are Pearly Whites, and we are a dental practice.
- How: We offer state-of-the-art dental whitening procedures.
- Why: We want to be profitable and keep clients satisfied.
The problem with this model is that every dental practice in town is going to have a similar response, because who wouldn't want to be profitable and have satisfied clients? When you start with the “what,” your Brand quickly blends in with competitors who are selling the same “what.”
But flip the process around, put the service last and something interesting happens.
Your focus turns to the “why” — the reason you get up in the morning and do what you do — and that perspective transforms the way you see and present your Brand.
This novel “Branding from the inside out” philosophy was instrumental in our Brand development of Saint Anthony’s Health Center. Look what happens when we started with Why:
Why (emotion) → How (details) → What (product)
- Why: At Saint Anthony’s, we desire to be an extension of Christ’s healing ministry, caring for the whole person.
- How: We go beyond clinical excellence. We share Christ’s merciful love with each patient that we treat.
- What: We are Saint Anthony’s Health Care, a faith-based hospital.
Once the spirit – the Why – of the Brand was put into focus, the rest of the Brand strategy fell into place, invigorated with purpose and emotional value that patients could connect with.
E.J. Kuiper, former President and CEO of Saint Anthony’s, remarked, “Saint Anthony’s visibility in the community stands heads and shoulders above the competition. Since our reBranding, there is no mistaking who we are and the mission we live by.
The Why → How → What process is the foundation of rock-solid Brand development, which makes it the best and only place to start. What's your “Why”?
Why do you get up in the morning...does it match your Brand? 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 email@example.com together we can create a better focus on your Brand.