Building a Brand Beyond the Logo

by Leanne M @ Procredible

In this article we look at how a robust brand goes beyond visual elements, it should instead embody values, personality, and trust. It’s the key to standing out, attracting and retaining clients, and fostering community. Learn how to build a compelling brand to resonate with your audience.

In this Article:

A strong brand isn’t just a nice-to-have feature; it’s a necessity. It goes beyond mere visual elements like logos and slogans. Instead, it encompasses messaging, emotional connection, shared values, and trust. Take Amazon, for instance. When Amazon comes to mind, convenience is the immediate association. Amazon’s online shopping experience is renowned for its convenience, providing fast and reliable delivery services. Their brand revolves around this principle, emphasising the inherent desire for Swift and hassle-free online shopping experiences.

A brand can be the difference between clients choosing you over the business down the street, it’s the secret weapon in attracting and retaining top talent, and the foundation for building lasting relationships with your community.

What is a brand?

One study states that the ‘brand is the foundation of a company, whereas the logo is the visual shortcut and identifier of the company’. In essence, the brand transcends mere visual representation; it encompasses the following:

Your Values: Your brand reflects the core values that your company stands for. These values guide your decisions, actions, and interactions with customers, employees, and stakeholders. They define what your company believes in and what it strives to achieve
Your Company Personality: Your brand embodies the personality of your company. It’s how you express your company’s character, tone, and demeanour. Whether it’s friendly and approachable or professional and authoritative, your brand personality influences how people perceive and connect with your company.
Your Story: Your brand tells the story of your company’s journey, origins, and aspirations. It communicates the experiences, challenges, and triumphs that have shaped your company’s identity and culture. Your story creates an emotional connection with your audience and fosters loyalty and engagement.
Your Identity and Mission: Your brand is the visual and verbal representation of your company’s identity and mission. It encompasses your logo, colour palette, typography, and messaging, all of which work together to communicate who you are and what you stand for. Your brand identity reinforces your mission and communicates your commitment to delivering value to your customers and making a positive impact on the world.

In summary, your brand is much more than what it looks like; it’s a representation of your company identity. It’s what sets you apart and shapes how you’re perceived by your audience.

How will a Brand Benefit you?

A brand offers numerous benefits for businesses. Ultimately, a well established brand will help to build trust and credibility with customers, presenting you as a professional business, and, a recognisable brand (think Apple, or Amazon) can be what sets you apart from competition and helps to make it easier to both attract and retain customers.

Resonate with your audience

As we’ve mentioned previously a brand will reflect a company’s values, personality, story, mission and more, what makes this so important is that people will be more likely to invest in a company with a brand than they will one without.

And, for practitioners specifically, building that brand, and therefore that trust is absolutely paramount. If you don’t resonate and connect with your audience they might be less likely to trust your business, and choose to go elsewhere for similar services/products instead.

For tips on how to identify your audience, download our free customer persona below!

It helps to build a community

A strong brand isn’t just about attracting new patients; it’s about creating a loyal community. One way this can be done in the medical profession is by creating a space where people feel safe, informed, and understood.

To achieve this, your brand should transform into more than a ‘service provider’. This commitment goes beyond promotional content; it involves sharing valuable insights, educational materials, and resources that empower and inform. Consider your community, what are their pain points? What do they need to know? Be sure to curate content around these areas.

When you actively build a community around your brand, it’s not just about business. Your brand becomes like a reliable friend, always there to help and support. It turns into a go-to place that goes beyond just medical stuff. This isn’t just about getting new patients; it’s about keeping them around. It’s more than transactions; it’s about having a community who believes and trusts in your brand and supports it. By building a community, your brand becomes more than just a business; it becomes a trusted resource and a source of support.

Customer retention

Once you’ve earned a patient’s trust, it’s important to hold onto it. A strong brand can help you do just that. Consistent messaging, personalised communication, and a commitment to quality care all contribute to building long-lasting relationships with your patients. When patients feel valued and understood, they’re more likely to stick with you, even when faced with other options.

Let’s take Spotify for example, while other apps like prime music, or Apple Music offer similar services, consumers remain loyal to Spotify for its brand and personalisation, with features like Spotify Wrapped. This personalised experience has proven so successful that other brands have started adopting similar features to Wrapped. Despite this, users continue to use Spotify. This highlights the power of brand affinity and the importance of offering distinctive experiences that resonate with consumers.

Tips for building your brand

As a business, your first step in building your brand is to define what your business stands for and who you’re trying to reach. Start by clarifying your purpose and values—what you want to achieve and why it matters.

Then, understand your target audience— who they are, what they need, and how you can meet those needs uniquely. Once you have a clear understanding of your identity and audience, you can develop a visual identity that reflects your brand personality.

Define Your Values:

Clearly articulate the core values that drive your business. Once you’ve done this it will guide all aspects of your brand development. For example, our brand revolves around ‘professionally built websites at affordable prices’. Something like this will guide your business and be the selling point for your clients.

Understand Your Audience:

Know your target demographic, once you know this you can tailor your brand to resonate with their needs, preferences, and concerns. For example, our demographic is small businesses; with this in mind, we focus on affordability.

Craft a Compelling Narrative:

Develop a story that communicates your mission, history, and commitment to clients. Make it relatable and inspiring. For a medical practice, you might write informative blogs that can further emphasise your expertise. Perhaps you have a focus on client care; be sure that your brand represents this!

Humanise Your messaging:

Use real stories, testimonials, and images of your staff to humanise your brand. Show the faces behind the business. This is specifically important for medical practitioners as most of the time, medical brands will be built around trust with patients.

Engage on Social Media:

Once you’ve established your brand, make sure that you interact and really emphasise your personality and core values online. Actively participate in social media platforms, engaging with your audience, sharing relevant content, and responding to inquiries. You could also join groups offering staple advice to people, further cementing yourself as the go-to business for advice.

Professional Website:

Invest in a user-friendly, professionally designed website that reflects your brand and provides valuable information to patients.

The Logo: A Piece, Not the Whole:

A logo is usually the first thing people see of your brand, but it’s not the only area that matters. Imagine it like one stroke in a big painting. As an example, for a medical brand, using a common stethoscope in your logo might be easy to recognise, but does it really show what your clinic is all about? Does it share your values, expertise, or dedication to patient care? Likely not.

Instead, try making a logo that stands out and sticks in people’s minds. Avoid using clichés or symbols everyone uses, for example, a bitten apple is now associated with Apple products; Which begs the question, would the logo have been as memorable and iconic if Apple had used an icon of a phone?.

When it comes to your logo, we recommend you spend on good design that not only looks nice but also tells a story about your brand. The better the logo the more professional your business will look to clients.

Consistency is Key:

Finally, remember that branding is an ongoing process. It’s not a one-time project with a quick fix. To truly build a strong and lasting brand, you need consistency. Every touchpoint, from your website and social media to your patient interactions and marketing materials, should reflect your brand identity. This consistency will solidify your brand in the minds of your audience and make it instantly recognisable and trustworthy.

Final thoughts

In conclusion, a brand is much more than just a logo. It’s the sum of your values, your communication, your community, and the trust you build with your clients. By focusing on these key elements, you can create a brand that not only stands out in the crowd, but also resonates with your audience and drives success for your practice. So, go beyond the logo and start building a brand that truly reflects the heart and soul of your business.

Continue Reading

How aesthetics businesses can use AI to streamline their business process

This article looks at how AI revolutionises aesthetics, offering efficiency and personalised experiences. This article looks at how you can use AI strategically but ethically, to find a balance between using AI and actual human interaction. In this Article: Shaping the industry What to Watch out For How might AI help a business? Final Thoughts… Continue reading How aesthetics businesses can use AI to streamline their business process

Tim R April 5th, 2024
Identifying Growth Opportunities

This article looks at how small businesses can grow by adopting a customer-centric approach, focusing on feedback, data analysis, customer engagement, in order to continuously adapt to evolving market trends and customer needs. In this Article: What is a customer Centric Approach? Identifying Growth Opportunities Client Relationships Optimising your Resources Data and Analytics Adapting and… Continue reading Identifying Growth Opportunities

Leanne M April 5th, 2024
How to be an Expert in your Niche

Finding a niche within your expertise is key to success. In this article we look at how by becoming a niche authority, you build trust, attract targeted customers, and stand out. Businesses can achieve this through creating/sharing valuable content, consistent engagement, and sharing more. In this Article: What is a Niche and How can it… Continue reading How to be an Expert in your Niche

Tim R April 4th, 2024
Building a Brand Beyond the Logo

In this article we look at how a robust brand goes beyond visual elements, it should instead embody values, personality, and trust. It’s the key to standing out, attracting and retaining clients, and fostering community. Learn how to build a compelling brand to resonate with your audience. In this Article: What is a brand? How… Continue reading Building a Brand Beyond the Logo

Leanne M April 4th, 2024
Let’s create something special.

No Pushy Sales-People

Fast turnaround

Unbiased Free Consultation

Stafford Park 12, Telford, TF3 3BJ
All prices on this site are excluding VAT