Does your brand need a mobile strategy? (Digiday Brand Summit 2012)
Strengthening Your Brand - MemberClicks · Does your brand speak with a mission, a vision and a...
Transcript of Strengthening Your Brand - MemberClicks · Does your brand speak with a mission, a vision and a...
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Strengthening Your Brand
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Jay BachmayerGrowth Strategist
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Agenda
1. Define what a “Brand” is.
2. Show common brand challenges.
3. Discuss ways to strengthen your brand.
4. Insights on how to work your marketing channels.
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What is a “Brand”?
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A brand consists of:1. A visual identity
2. A voice that defines its personality
3. The value of its business
What makes a Brand?
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Visual Identity
1.
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Brand Voice
2.
https://contentmarketinginstitute.com/2015/10/define-brand-voice/
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Business Value Proposition
3.
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Brand Challenges
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In a market place with diverse communication channels, consumers
can be exposed to you in various ways.
MultipleTouchpoints
• Blog• News Story• Phone Call• Word-of-Mouth• Social Media• Marketing• Clinic Letter
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Your brand is owned by everyone in the company. Every interaction defines what
your brand means to a consumer.
We thePeople
• Reception• Nursing• Physicians• Billing• Administration• Maintenance
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Does your brand speak with a mission, a vision and a goal? Perception
is RealityDoes your consumer know who you are and what you stand for?
Do they know what you offer and why?
What is their perceptionof you?
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Strengthening Your Brand
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Brand Assessment: How is your brand perceived today?
Brand Promotion: How are you creating and communicating the brand image?
Brand Promise: What is your commitment to patients?
Brand Strategy: What are you implementing that fulfils your commitment?
How to Build a Strong Brand
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AudienceEngagement
Intent & Evaluation
ClinicBranding
Decision & Conversion
Your Patient Journey Model
Situational Awareness
Patient & Advocate
Audience engages with your assets.
Audience is aware of their
need.
Audiences becomes aware
of your clinic.
Audience researches healthcare
options.
Audience takes an action to schedule an
appointment.
Consumer becomes a patient and advocate of your clinic.
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Intent & Evaluation
ClinicBranding
Decision & Conversion
SituationalAwareness
Patient & Advocate
Audit Your Communication Channels
AudienceEngagement
Who – What – Where – When – Why – How
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Know Your Marketing FunnelBrand AwarenessAudience is exposed to your clinic.
Patient & AdvocateConsumer becomes a patient and advocate.
ConversionAudience has taken an action to contact you.
EvaluationAudience is considering using your services.
EngagementAudience has engaged with your marketing.
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• High impact, low time/resource investment
• What you can control and complete
• Share your vision
• Get leadership buy-in for long term projects
One Step at a Time
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Work Towards Consistency Make a brand guide.
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Work Your Channels
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Know Your Channels
WebsiteDigitalTraditional
Vs. Vs.
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Know Your Channels
WebsiteDigitalTraditional
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Working Your Channels
Brand Awareness
Patient & Advocate
Conversion
Evaluation
Engagement
What’s being used, where, and why?
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Working Your Channels
Brand AwarenessRadio & Newspaper
Patient & AdvocateNewsletter
ConversionWebsite
EvaluationLanding Page & Free D/L
EngagementFacebook Ads & Google PPC
It’s important to know what “role” each of your tactics is performing.
By looking at them this way, you can identify what needs focus and how you are measuring success.
Marketing Funnel Example 1
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Working Your Channels
Brand AwarenessFacebook/Instagram & Google Display
Patient & AdvocateMonthly Email
ConversionWebsite or phone call
EvaluationPublication or YouTube
EngagementEmail & Google Keywords
Marketing Funnel Example 2
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Traditional MediaServes specific audience segments who are highly receptive.• Provides high visibility and repetition• Better show your brand and mission in action• Should be paired with digital or social media efforts• It’s not a conversion channel
Recommended Approach• Advertorial or story pickup• Radio show or segment• Local news or sponsored news
User Behavior & Intent:• Known trusted source of information• Local /regional news & information• Habit / staple news outlet
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Digital MediaFlexible with targeting but requires attention span and hard to cut through the noise.• Great for engagement and modest in conversions• Cheap brand exposure but may lack stickiness• Requires more hook to capture interest and expansive
channels to ensure audience viewership
Recommended Approach• Social Media is excellent for continued brand building• Digital ads can create service awareness and
engagement but not both simultaneously • Can be tailored towards user experience and
customized for maximum impact
User Behavior & Intent:• Researching solutions• Looking to connect with others• Mobile and want quick facts• Attracted to highly visual experiences• Mobile and will not likely commit
right away
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Websites & Web Pages
Website, landing pages or pillar pages.• Serves multiple roles
• Each page needs an intentional purpose
• Website can leverage multiple resources to show mission in action
• Website should have a clear and defined pathway
User Behavior & Intent:• Researching solutions• Comparing services / providers• Ready to schedule an appointment• Need information now
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Summary
1. Defined what a “Brand” is.
2. Reviewed common brand challenges.
3. Discuss ways to strengthen your brand.
4. Insights on how to work your marketing channels.
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Thank you!