Hi! I’m Dan Sevigny and this is the Marketing Blueprint for Health & Wellness Practitioners.
Today we’re going to talk about branding.
Now, before we get in, I just want to point one thing out. A lot of my health and wellness clients don’t know what branding is or think that it doesn’t apply to their practice.
This couldn’t be farther from the truth!
In fact, with so many competitors out there for people like yourself, it’s actually extremely important that you have a way to stand out in the crowd and get remembered by people who might be in need of your services.
Developing a strong brand will do just that.
So let’s quickly go over what a brand is, and why it’s important that you have one–even as a small business owner or independent practitioner.
What is a brand? Why do you need one?
When most people think of brands, they think of brand names like LuLuLemon, Nike and Disney.
When you think of any of these companies, you can probably name some of the qualities you associate with them.
LuLuLemon conjurs images of healthy, active women. About developing a personal relationship with yourself, and your body.
Nike brings to mind athleticism, and perseverance.
Disney makes you think of wholesome family fun, happiness, care-free joy.
You might have different ideas in mind for each of those, but they’re probably similar.
That’s all because of branding.
Each of those companies has taken the time to step back from everything for a moment, and ask the question that’s fundamental to any branding campaign: who are we?
If you are your brand, and your brand is you, you may think that you know the answer to that question…
And you do.
You’ve had a lifetime of experience becoming who you are today, and no one knows better than you what you’re truly about.
But not everyone shares that experience. And you don’t have a lifetime to explain it to them!
In fact, some studies say the average attention span these days is only 8 seconds. That’s very little time to explain who you are, what you’re about and create a lasting impression on your audience.
Branding allows you to break down totality of who you are into simple, abstract ideas that anyone can relate to.
Through this process, you’ll distill everything that makes you, you. And taps into your audience’s own in-built experience.
While no one has the same experience in life–we can all relate to concepts.
To use Nike again as an example, consider the word perseverance–one often associated with the Nike brand–and the images it brings up in your mind.
We’ve all experienced an obstacle we’ve had to overcome.
You know the feelings it brings up. Whatever comes to mind for you personally, imagine it now.
Recall the struggle you went through.
How hard you worked.
The pain, and frustration that brought you to tears.
Until FINALLY, A BREAK THROUGH. SUCCESS. Victory!
By associating themselves with this concept through carefully chosen wording and imagery in their ads, Nike is associating themselves with your own personal experience. With one word, one powerful association, they’re the company that can give you VICTORY over any obstacle. The feeling of success. That would surely create a lasting, impactful impression on you, right?
This is not by accident.
If you can tap into the shared human experience of a person, and associate yourself with qualities that are important to them, you’ll be the first person they think of–and one of the few they trust to spend their hard earned money with–when they need the services you offer.
Now, let’s talk about what makes a strong brand…
The most important qualities in a brand…
A good brand is consistent.
You can’t be at odds with yourself or give conflicting messages. That will set off all kinds of alarms in people’s minds that say DO NOT TRUST!
Your brand messages have to be in alignment with each other. Your actions need to be in alignment with your messages.
Think about someone you know that contradict themselves all the time. Your ability to trust what they say disappears quickly. Some politicians come to mind…
Or think about someone you know that says one thing, and does the opposite. You can’t trust them either. So once you have a clearly defined brand, it’s important that you act and speak in ways that are aligned with those core values. If you mess up, that’s okay, but deal with it immediately and admit your mistake (just like you would in your personal life).
Ideally, you won’t make mistakes like this–because you will have developed a strong brand based on your own personal values, and you’ll never want to go against them in the first place.
2) Short, clear, and simple.
A good brand is easy to understand.
Remember, you have just 8 seconds to make neurons in your audience’s brain fire, and make a lasting imprint on their memory.
Use those abstract concepts that can say so much, with so little–drawing on your audience’s own experience to bring up those emotional associations.
Again, Nike is a great example of this.
Their slogan isn’t “Nike helps you get up and go, so you can be stronger mentally and physically every day.”
It’s “Just Do It”.
There is so much meaning packed into those three words.
By themselves they say practically nothing.
But each person that reads that overlays their own rich personal experience, and gives it the deep meaning that it has.
In another video, I’ll show you some exercises for condensing your brand essence down to a few core values, and how you can create a short and impactful slogan from there.
A good brand is unique.
Your brand should be clearly you.
If you’re too similar to another brand, people might get confused or consider you the “knockoff” version. Avoid this by coming up with a unique identity that you and only you can claim as yours.
When you go through the branding exercises in other videos, I’ll show you how to draw out the qualities that make you unique and special so you can apply them to your brand and truly set yourself apart from the rest.
Now that you understand what a brand is, and why you need one, you’re ready to create one for yourself!
Meet me in the next lesson, where we’ll start the process of developing a strong, memorable brand to help you stand out in the crowd and make a lasting impact on your audience.