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Branding: Overlooked and Underappreciated

Branding is the sum of your healthcare organization’s voice, vision, mission, and core values. It is more than a logo, an elevator pitch, or a color palette, and it is definitely more than a business card.

Your brand should be reflected throughout every facet of your organization — from lead generation and marketing strategy to your daily operations and website aesthetics. When your brand delivers on its promises at every touchpoint, consumer satisfaction and brand awareness will increase.

At LaFleur, we believe in a collaborative, process-driven approach to creating (or reimagining) your brand. The result: powerful branding assets that guide your approach to marketing and differentiate your healthcare organization from others. Below, we have outlined some of the important milestones in the branding and rebranding process.

SWOT Analysis

When we onboard new clients, the very first thing we do is conduct a SWOT analysis to determine an organization’s strengths, weaknesses, opportunities, and threats. In doing so, we urge everyone to be honest and forthcoming. We need to ask the right people critical questions to determine where your brand is — and where you want it to go.

Once those questions have been answered, we’re on our way to developing an effective, engaging brand campaign that will position your healthcare organization as an attractive option for future consumers and business contacts. From here, we can begin structuring a results-oriented content strategy.

Creating Branded Assets and Materials 

With preliminary research and feedback assembled, we will work with your organization to develop a clear set of branding guidelines, as well as a strategy document that clearly outlines our plan to improve your organization’s brand using a variety of assets, which can include elements of design, development, social media, and copywriting.

  • Design: As part of a seamless, comprehensive branding strategy, we will work with your team to create a new set of design guidelines for your brand. This can include new logos, color palettes, typefaces, and other design elements that will attract new members and business contacts while also energizing your existing base. We will use these design guidelines to augment your existing visuals or create entirely new ones. This could include digital assets, letterhead, business cards, promotional items, and more.
  • Development: Our developers will work with our designers and stakeholders at your organization to update your website or create a new website from the ground up. Our team can also create dedicated landing pages to complement your digital marketing and paid digital advertising campaigns.
  • Social Media: Social media provides an unprecedented opportunity to connect directly with your consumer base and get the word out about your brand online. In addition to updating and managing your social media profiles on Facebook, Twitter, and Google, we work to develop and expand your brand on more professional sites, such as LinkedIn, and Yelp. Many social media sites are highly customizable, which means that we can build your new brand identity on multiple digital platforms and all devices.
  • Copywriting: Although design is often the primary focus of a branding exercise, written content is equally important. Our talented, qualified copywriters use their expertise and skill to create fresh, compelling content for your brand. This starts with developing personas that are specific to your healthcare organization — fictional-but-accurate representations of your ideal consumers based on market research, empirical data, and experiential wisdom. From there, our content staff can continue to deliver outstanding website copy, blog content, emails, slogans, ad scripts, elevator pitches, and more — both online and in print.

Build a Better Brand with LaFleur

Branding is often the first thing that a potential consumer or business contact will take into account when considering your healthcare organization, and it will stick with them throughout the duration of your relationship, which will lead to great referrals.

Whether you are trying to build a new brand or refresh your existing one, we would love the chance to speak with you about your current brand standards, where you want to take your brand, and how we can help.

If you are interested in elevating your branding efforts, please give us a call at (888) 222-1512 or fill out our convenient contact form. Better branding leads to exponential growth, so reach out today!

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