Updated: Jan 21, 2019
A great logo is just a logo without the proper brand substance to bring it to life.
You're living out your dream. Your healthcare innovation is going to change how people interact with their health. You are going to help change the game. Now that you've built it, you need a cool logo to help tell the world all about it. Right?
“You can't underestimate the power of a well-designed logo. But even more important is what that logo stands for.”
Yes, having a clean, professional brand look and feel is definitely critical. But, it's really only half the battle. A logo without meaning - a brand promise - is little more than a pretty face.
Add a little substance to that sizzle
When building your new brand, you need to look at it from every angle. What do your customers see. What does it sound like? How does it make them feel? Did you notice the one key element to each of these questions? THE CUSTOMER. All great brands start with a focus on their customer.
Know who you're speaking to
So, who is your ideal customer? What is their name? How old are they? Get to know who this person is to a level of detail as if you were sitting at the same table having dinner together. You may have more than one avatar, so be sure to "get to know" them each at this level of details.
What's the point?If you know who you are speaking to, it's much easier to develop materials that really connect with them. People want emotional reasons to do business with companies. If your materials tap into their emotional motivators, they are more likely to believe in what you have to offer. Here's a worksheet to help you define your customer avatar.
Know who you are
Your brand shouldn't be a faceless entity. Making your brand relatable at a personable level makes it memorable. Give this exercise a shot: Imagine your brand personified and attending a dinner party. What are you wearing? What do you bring as a gift to the host?What type of language do you use to describe what you do? Are you formal? Funny? The life of the party or more of an observer? When you know your brand's style, it will be easier to represent yourself in all your customer-facing materials.
Know what to say and how to say it
There's no sense reinventing the wheel every time you draft a communication to your target market. Give yourself a reference to help you stay on course every time you have an opportunity to get in front of your audience.
A message map is a great way to organize what your business stands for and how to communicate that consistently. You start with your core purpose, or why your business exists. Then, build out what it is that you you do to support that purpose. Finally, include proof points to demonstrate how you do what it is you do to fulfill your core purpose.
Here's an example of a map I did for my business:
Once you're done, you'll message road map for every customer communication you develop. You can even build this out further and create links from each of your proof points to case studies, or product details to help you give your story even more substance.
Put it all together, and you have a brand that means somethingA customer-focused brand with a clear understanding of what they stand for will do wonders for your business. Consistent brands are known to grow revenue by an average of 23%. Putting in the work to ensure consistency definitely pays off.
Would you like help getting your brand into shape? Schedule your complimentary brand check up today.