Branding, a concept commonly used within larger corporations, is often missed, yet applicable, for smaller businesses like your hearing practice. Although you may not have a multi-person marketing team, it is possible for you to develop your brand on a smaller scale, more efficiently, and at a lower cost.
Assembling your messaging and branding elements is much simpler than most people assume. Let’s dive in.
Brand positioning is the means of developing a universal understanding of your practice. It differentiates your business from competitors by promoting your unique value proposition – customer service, price, convenience, quality service, etc.
By positioning your brand, you communicate your practice’s mission and values. Examples would be “providing quality hearing care services in a safe and comfortable environment” or “make patients feel like they are visiting friends when they come to our practice to receive hearing care.”
As you begin developing your brand positioning, do research. Look at your competitors, compare yourself to them, and pick out what makes you stand out from other hearing practices in your area. Ask patients for input and listen to their feedback.
Before ironing out the details of your brand, create a brand positioning statement that everyone in your practice will follow moving forward. Use the market differentiators and patient reviews you’ve previously determined to come up with a genuine statement that encapsulates what you want patients to associate with your business. Keep this declaration simple; by trying to do too much your main message will get lost.
As with most business strategies, be open and willing to change. Your initial positioning statement may not stick, and that’s okay. Your practice will grow, and as it grows you will learn what works for patients and what doesn’t. Revise your statement as needed until you land on something that suits you and your patients alike.
As you go forth in crafting your brand elements, ask yourself these questions:
In an upcoming blog, we will discuss the elements you need to include in your branding strategy and how to start putting them together. Stay tuned!