Failing to give a brand and its strategy proper attention
will have you rushing towards the “shiny things”
(like a fish after a lure that glimmers in the sunlight).
A brand’s personality will be the driver
between what differentiates the services
and facility from those of the competition.
If a brand’s personality falls into any of the
latter traits, it may be time to reposition
the brand in the marketplace. How do you
find out which personality traits your
brand carries? Ask the customers!
Crafting The Brand
An effective brand must consist of differ-
entiating features. A few examples of fea-
tures to focus on include:
• Logo. Is there a substantial amount of
goodwill wrapped up in the logo—ie, do
referring practices identify the facility by
its logo? If not, or if the logo is dated, it
may be time for a fresh look.
Developing brand strategy is a very real
process, and building a strong brand may
be one of the most painstaking processes
in marketing a business. One of the hard-
est aspects of developing a brand strategy
is recognizing it is an ongoing process—
one that must be maintained—and not
one that is finalized in an afternoon meet-
ing. Attention must be given to the brand.
Failing to give a brand and its strategy
proper attention will have you rushing
towards the “shiny things” (like a fish after
a lure that glimmers in the sunlight). In
medical imaging marketing, where time
must be divided among numerous initia-
tives, it is easy to get distracted by issues,
opportunities, and “shiny things” that crop
up with a moment’s notice. All the more
reason to do a branding check and evalu-
ate if straying from the original course fits
into the overall strategy.