Brand Strategy That Guides Future Direction
Crafting A Sound Brand Strategy
Consumers have so many choices today that it diminishes their ability to differentiate or choose what they truly value. Crafting a sound brand strategy that maps to your healthcare or wellness business strategy is the first important step to reflecting your aspirations, aligning leadership, differentiating from competition and creating a lasting bond between your brand, employees and customers. Whether building a new business, repositioning or rebranding to stay competitive, our Trajectory team can assist.
Using Research To Inform Direction
Effective brand management and marketing begins with research and insight – understanding how your healthcare or wellness brand is perceived and how it performs. Knowing how perceptions align with your organization’s goals, communications and drivers of customer choice, is critical to building a smart brand strategy and marketing program that can outperform your competitors. Our approach to brand management springs from a belief that a brand is more than a name or a design, but rather a valuable organizational asset that should be measured and managed. Our research tools include qualitative & quantitative, business reviews, competitor/white space reviews, customer journey maps, brand audits and digital audits.
Brand Purpose and Story
Every great brand leads with an idea that consumers buy into, beyond just a proposition that they can buy. We refer to this as your Big Energizing Idea (our version of brand purpose). Big in that it transcends a category, unifies a brand’s point of view and can be brought to life everywhere; and Energizing in that it aligns all audiences.
With your BEI (your purpose) in place, we then create the narrative that emotionally connects audiences to your brand. This story is an essential foundation to guide your actions and behaviors, and it’s critical regardless of industry segment, size or age. A compelling story is the heart and soul of your brand, and each interaction is an opportunity to advance both story, and audiences.
Brand Architecture and Naming
Brand architecture is the way in which an organization formally organizes and names its consumer-facing products and services. Our brand architecture and naming work helps to ensure that our client’s product and service portfolios support organization vision, business goals and strategies, provide the right marketplace visibility to products and services, help consumers to simply shop and choose among them and allow all brands in the portfolio to work together to grow value.
Our brand culture services help healthcare and wellness companies establish and live their core values so that their actions align with brand promises. Successful organizations large and small have one thing in common – they have a strong brand culture. One that’s rooted in the heart of the organization and radiates outward as a natural set of actions based on a common spirit and worldview. This brand culture will not only unite an organization’s employees in a common purpose and vision, it will also attract consumers and engage them in a relationship that increases their passion and loyalty.
Let’s talk about how our capabilities can help you to guide the trajectory of your healthcare and wellness brand and business. Reach out through email, phone, or our contact form.