Your brand isn’t your visual brand assets. That is, your brand isn’t your logotype etc. It is the sum of how people experience your organisation based on every interaction they have with it and arguably other providers of the same or similar products. It exists in context with everything around it. That isn’t to say your visual brand assets aren’t important. They are! They are critical and are a code that identifies your work amidst the hustle and bustle of life. They help people attach the experiences they have with the organisation providing them.
Now we have that sorted out we can look at why you might be trying to build your brand without any building blocks.
Building your brand
Let’s get down to basics. Building anything that you want to last relies on solid foundations and brand identity is no different. Those solid foundations are the building blocks for your brand identity. Yes, it includes your logotype but also your name, icon, strapline, messages, tone of voice, colour palette etc and that’s before we even begin looking at the other senses and experiential branding.
Getting these key building blocks in place through a brand identity project alongside some guidelines about how they are to be used consistently enables you to actually start building rather than wasting your time. That is wasting your time drawing people’s attention to your organisation through marketing without highlighting the code that will help them remember which organisation they were interacting with in the first place.
Think of it like a real building.
Very few people successfully construct a new building without first securing the help of an architect to help crystallise what you want and design it in a way that it all fits together and delivers the desired result. Your brand identity and guidelines are like the architect’s plans. They describe the solution to your problem and provide the building blocks you need to build your brand.
If you are trying to build a brand in its widest sense, that is an experience that delivers value for your customers and profits for you, without a brand identity then you can’t really ‘build’ anything. The best you can do is to deliver a good experience on a single interaction basis but don’t expect people to recognise (and interact) with you again.
Use it or lose it
Now here comes the interesting part. Brand identity in itself is the foundation. To build the brand you need to apply the brand identity with vigour and insight so that you can build positive associations between the visual identity and the experiences. Work out what you stand for. Translate that into experiences that deliver value for your customers. Link the experiences to your visual brand code over time. Job done.
Not so tricky when you know what the goal is.
Not so easy to achieve though!
Pharmacy experience meets branding expertise
Get in touch for a no obligation consultation about your pharmacy brand and we’ll be glad to help. STAT.