Top-of-Mind

BrandingDeveloping a Winning

Brand Strategy

Chris HouchensShotgunConcepts.com

@shotgunconcepts

Today’s talk

• What a Brand is (and is not)

• Why a brand strategy is important

• Three steps to brand strategy uccess– Begin with the Product– Drive the Message– Nurture the Relationship

Why is a Healthcare Brand Strategy important?

• Healthcare (and Healthcare Marketing is constantly changing)– There are more choices

• Consumers in charge of healthcare decisions

• Self-Diagnosis on the web• Disposable income• Insurance • Etc etc

• The idea of Customers vs. Patients

A healthcare brand strategy provides a

constant message in a changing environment.

Brand Strategy should influence

EVERY marketing (and business)

decision.

ConditionalResponse(Pavlov’s Dog)

Branding is a

ConditionalResponse

But…Don’t get caught in thelogo trap.

Kentucky(as defined by the other 49 states)

Brands are created by the consumer,

not the marketer!

Logo ≠ Brand

What is a Brand?

• A promise that past performance will indicate future results

• Your customer’s experience with you

• It’s shorthand that stands for something

• Faces vs. personalities

You have a brand even if you don’t have a brand strategy.

BRANDAny organization’s most

valuable asset.

Successful branding makes other aspects of marketing easier and more cost-effective.

Developing a Brand Stategy

• Step 1– Who do you think you are?

• Step 1a– What do people actually think you are?

• NOT A MISSION STATEMENT• Branding begins with the Product

“Tastes likeChicken”is NOT a

compliment

Developing a Brand Stategy

• Step 1 - Begin with the Product

• Step 2– Tell people about who you are– Branding is driven by the Message

Brand Consistency

• Touchpoints– All interactions with the target

• Messaging– Slogans / Taglines– Advertising

• Design– Logo / Identity– Packaging– Colors / Fonts

Your medical marketing is

insignificant

(to most people)

Come because we have doctors and equipment and stuff

or

Come because you are sick

Branding messages as conversationsnot announcements.

Ask your doctor if getting medical advice from TV commercials is

right for you

Perception

ISreality.

(and you are not alwaysin control of the message.)

Developing a Brand Stategy

• Step 1 - Begin with the Product

• Step 2 - Branding is driven by the Message

• Step 3– Integrate the brand into people’s lives– Branding is nurtured by the Relationship

Brands are built more through the operational side of a

business rather than through marketing & PR.

October

Key points for a long term brand

• Know who you are– What is your core message

• Positive customer experiences– Communicate brand internally

• Maintain brand consistency– Follow though on brand promise

• Stick with it

Branding SuccessMicrowave vs. Slow Cooker

Thank You

Connect with Chris >>> ShotgunConcepts.com> twitter.com/shotgunconcepts> facebook.com/shotgunconcepts

KSHPRM

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