Last updated March. 18, 2019
Branding is a common term in the business world. Everyone, from business consultants to digital marketers talk about branding.
It is not just a buzzword but an essential concept that has the potential to turn things around for any business.
Effective branding can make all the difference in the corporate world but it is a highly effective tool even for small businesses and we are quite confident that if implemented strategically it can help your gastroenterologist practice grow dramatically.
Before we delve into how you can brand your gastroenterologist practice in an effective manner, it is important that we lay the foundation about branding and what it truly entails.
What Is A Brand?
This may sound like a very simple question until you are actually required to provide the answer.
Going by the dictionary definitions, you will get confused about this one word.
If you decide to search the internet, you will find more answers that will create more confusions if you are not careful.
One of the simplest definition we have encountered, however, is: the brand is the personality of a business. This is a simple and straightforward definition that embodies so much.
Your brand is the mental picture projected to your customers. For your gastroenterologist practice, it is the mental image your patients and prospects get about your practice.
It encompasses all the features that make you stand out among other gastroenterology practices around. It is a way of making your business relevant to every of your patient.
Components of a Brand
While a brand is basically a mental image, there are different components that make it up.
They include things like the name, the logo, the image and color scheme, as well as the brand promise.
While trying to effectively brand your gastroenterology practice, you have to consider all these components in order to get what you want.
These are not all it takes to create and sustain a brand, but they are the basic components that get things going from the initial point.
1. The Name
The name of a business is what identifies it. Like personal names, people will know your business with its name and that is what they will use when discussing it or recommended it.
The name is an important component of the brand. Effective branding of your gastroenterologist practice starts with finding the right name for your practice.
You need a name that can easily resonate with your practice and give your prospects a hint of what you offer as a business.
The name can be linked with your city, your own name, or it can be a made-up word, but you have to make sure that it gives everyone an idea of what your business is all about.
From the name of your practice, people should know that you deliver gastroenterology services.
2. The Logo
Another important aspect of your brand is the logo. It is the visual representation of your brand.
Logos have so much influence in branding and getting the perfect one will go a long way in putting your gastroenterologist practice in a better position.
While logos generally look simple, a lot of efforts are usually put into making them. Lots of logos are graphical: these are the ones that take more time to create.
You have to pay attention to the imagery, the colors, and the mood. Overall, you need to ensure that your brand logo is simple, yet unique enough to stir interest.
Alongside your gastroenterologist practice name, you are going to use your logo everywhere so it has to be good enough.
3. The Images and Color Scheme
As stated earlier, branding has so much to do with creating the right mental picture.
The picture or image that people will associate with you will definitely contain emotions and moods.
Colors play a significant role in this regard. Different colors suggest different things in the subconscious mind of people and you need to use the right colors.
Your gastroenterologist practice should be a life-saver. It should be about wholesomeness and you need to use images and colors that are clean and positive.
The images and color scheme needs to be consistent across different platforms.
4. The Brand Promise
What should people expect when they interact with your brand? For your gastroenterologist practice, people want to feel healthy.
They want to find a solution to any gastrointestinal issue they may have. In the end, they want to live a healthy life.
Your brand promise needs to give them hope towards this end. It should communicate clearly what people should expect when they entrust your practice with their gastrointestinal health.
The brand promise will be needed most for marketing endeavors. It needs to be short and sweet.
It should show your patients and prospective patients the bigger picture in as few words as possible.
Effectively Brand Your Gastroenterology Practice
Above, we have discussed the basic elements that define a brand as well as how you can customize them to brand your gastroenterology practice but that is definitely not all you need.
You will have to take some practical steps to brand your practice in a manner that will yield a real result. Here are some tips that can be helpful:
1. Get Closer to Your Patients
Your patients are the bedrock of your practice. The success of your gastroenterology practice depends largely on your ability to get more patients.
You may think you know exactly what patients want but this may not be the case at all times.
Getting closer to your patients affords you the opportunity to know exactly what they want and this can help your branding efforts.
Talk to them directly and ask for feedback after they use your services.
By getting an idea of how they view your practice, you will find better ways to improve your brand.
2. Analyze Your Competition
You can learn a lesson or two from your direct competition. By analyzing their brand and their strategy, you can have an idea of how to improve your gastroenterologist practice.
You can also decide to analyze another business that is not a direct competition. Another gastroenterologist practice in another city, for instance, may have a strong brand image.
You can look closer and see what they are doing right. This doesn’t mean you should copy them; you can significantly improve your branding effort by learning from them.
3. Project Your Strengths
Effective branding is also about sending out the right message about your gastroenterology practice.
You need to find the specific areas you consider as strengths and project them as part of your branding efforts.
What do you bring to the table that your competitions are not so good at? You can include it in your brand promise or make it a strong point in your marketing efforts.
Once it becomes fully associated with your brand, it can bring some transformations to your business.
When to Brand Your Gastroenterology Practice
Effective branding of your gastroenterology practice is not something to be delayed for when you think you will be prepared. You have to start now to create your brand and promote it the much you can.
It is also not a once in a while endeavor. Sustainability is only attainable when you create an effective brand, improve brand awareness, and deliver top quality services on a consistent basis.
Effective branding is not something that happens by accident. It takes time and process and you can only get what you give.
Start today and use the different tips discussed above to brand your gastroenterologist practice the right way.