Brought to you by Gavin Birchall
Attention is a currency. Simple as that. The more you have, the bigger the opportunity. Without the attention of other humans your business is not going to get very far. Maximising attention and ensuring clarity of attention are two of the main aims of marketing. Get eyeballs on your brand and make sure your customers recognise that it is your brand and not your competitors.
Now that I have your attention, let’s begin…
Brought to you by Gavin Birchall
There are so many urgent issues to deal with when a. starting a business, b. running a business or c. rescuing a business, that branding (and often marketing as a whole) is an area that is neglected. When faced with the workload associated with a long list of plans detailing actions to get the myriad parts of the whole operation working smoothly and profitably you could be forgiven for letting branding slip to the bottom or off the list completely. Or could you?
Brought to you by Gavin Birchall
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.
[Read more…] about Why you might be trying to build your brand without any building blocks
Brought to you by Gavin Birchall
People in marketing love to herald the death of this and the death of that. It’s linked partly to an obsession with the new and partly to a need to replace the old, which those responsible don’t sell, with the new, which they often do. They’ve worked through the death of TV, advertising etc and now it seems to be the turn of branding itself.
The death of branding is a nonsense and anyone suggesting it may well understand what they are selling but they don’t understand branding.
Brought to you by Gavin Birchall
You are highly trained in your chosen healthcare profession. You are working flat out to look after your patients and keep up with new developments. There are so many urgent and important tasks to see to. Why would you find the time and money to invest in healthcare branding? Why commissions an identity program when no one has complained about the status quo?
Here is why.
[Read more…] about Three big reasons to invest in healthcare branding
Brought to you by Gavin Birchall
Healthcare branding is the same as any other type of branding and if anyone tries to tell you otherwise it’s time to walk away. Of course healthcare is special and so are the people involved in delivering it, however why would you abandon core branding principles that work for everyone else for no good reason?
Here is what matters in healthcare branding.
[Read more…] about Healthcare branding and the consideration set