Are things going well for your healthcare brand? Are you sure?
No one wants to admit when things aren’t going well. But the only way to change for the better is to address the issue, learn from it, and make adjustments. And thankfully, elements of your brand can be adjusted for the better relatively easier. But the first step to making improvements is admitting there’s a problem.
So ask yourself: Is my healthcare brand struggling? If you’re unsure, here are 8 ways to identify if you’ve gotten off-course:
1. You think you are your audience.
It’s okay, this happens all the time. The leader/board nixes an idea because it doesn’t appeal to them. But unless you fit the demographic and psychographic profile exactly, you can’t base any decisions on what you like.
2. Your touchpoints don’t align with the market.
It’s easy to spend some of the budget and not reach the right people. If you’re still using flyers and yardsigns when your audience is online, you’re incurring unnecessary costs and missing big opportunities.
3. People think of you the way you were.
If your NPHO has been around a long time, it might be hard to shake issues of the past. Ghosts of mistakes and struggles past can haunt you for a long time. And some people will always hang onto those for as long as you let them. You have to find a way to grow beyond that and give your shareholders something hopeful to hold onto for the future.
4. Your media/PR plan never changes.
Habits change. New channels open. You have to be flexible enough to be where your audience is – and realize that it changes, often.
5. Your Brand Identity is indicative of the year you were founded.
If you are still using a type treatment and mark that hint of 80s big or 90s grunge, your consumers are not going to feel confident that you have a handle on the world they live in.
6. You look like someone else.
This is a case where people can’t tell the difference between you and your competitors. You may think you know how you are better, but you can’t verbalize it. You struggle with answers about differentiation, but you don’t have a clearly defined reason that explains your excellence.
7. You would rather broadcast to your audience instead of conversing with them.
If you’re waiting until this whole ‘social media thing’ blows over you are going to be blue in the face pretty soon from holding your breath. Meanwhile, your audience is developing relationships with your competition, the ones that know who they are and what they have to offer.
8. Your audience is aging.
They discovered you when you were young and they were young. It was a match made in heaven. But now they are older and are spending less and less every year. You have to create a connection with the younger emerging demographic groups or you will lose all of your customers to attrition.
If you’re just now realizing that you might have a problem on your hands, just keep breathing. I’m here for you. Shoot me an email at firstname.lastname@example.org and let’s get you back on track.
And for some basic branding knowledge, download our Branding The Nonprofit Healthcare Organization eBook to learn more about how branding can increase awareness, loyalty, and action.