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Building Your Brand to Last
- 1. BUILDING YOUR BRAND TO LAST Tamara Vileta-Wells Pinpoint
- 2. Tamara Vileta-Wells (Tami) Marketing strategist / visual communicator / brand designer / 30 years President / Creative Director Pinpoint Help practices attract and keep patients through engaging brand communication
- 3. BRANDING
- 7. Coke’s market cap INCLUDING brand value is $120 billion Coke’s market cap NOT including brand value is $50 billion Without ‘brand,’ Coke’s glass would be ½ empty Brand Adds Value
- 8. • Customer recognition. • Competitive edge in market. • Easy introduction of new products. • Customer loyalty and shared values. • Enhanced credibility and ease of purchase. 5 MAJOR BENEFITS OF A STRONG BRAND
- 9. YOUR BRAND IS NOT WHAT YOU SAY IT IS.
- 10. YOUR BRAND IS WHAT THEY SAY IT IS.
- 13. Too many features in each product Too many elements per message Product Clutter: Feature Clutter: Adversting Clutter: Message Clutter: Media Clutter: Too many products and services Too many media messages Too many competing channels TODAY’S REAL COMPETITION COMES FROM MARKETPLACE CLUTTER
- 14. TODAY WE ARE INFORMATION- RICH AND TIME-POOR.
- 15. OUR BRAIN ACTS AS A FILTER TO PROTECT US FROM TOO MUCH INFO. IT LOOKS FOR CONTRAST & DIFFERENCE
- 17. 1900 1925 1950 2000+ Features: “What it Has” Benefits “What it Does” Experience “What You’ll Feel” Identification “Who You Are” SHIFT: Mass Production to Mass Customization
- 18. What kinds of people buy it? (Are they like me?) What “tribe” will I be joining if I buy? (Who will I be associated with?) What does the price say about it’s desirability? (What will this say about my status?) Can I TRUST the maker? (What do other people like me say?) Today, we base our choices more on symbolic attributes: SUPERIOR MATERIALS AND CONSTRUCTION SUPERIOR MATERIALS AND CONSTRUCTION BUILT TO LASTRUN LIKE THE WIND
- 19. HOW DO I GET THERE FROM HERE.
- 21. UNLESS YOU HAVE COMPELLING ANSWERS TO THESE 3 LITTLE QUESTIONS, YOU HAVEN’T GOT A TRUE BRAND. ( MEANING THAT YOUR CUSTOMER FIND THEM IRRESISTIBLE )
- 22. Who are you? (easy) What do you do? (harder) Why does it matter? (soul searching) THREE LITTLE QUESTIONS.
- 23. We’re “Beauty First” (OK) We enhance your appearance. (ho hum) It matters because you’ll be more Confident. (z-z-z-z-z-z-z-z-z-z) THREE LITTLE QUESTIONS.
- 26. We’re “John Deere.” (OK) We make farm tractors and related equipment. (Ok, that’s specific and descriptive) It matters because generations of farmers have trusted our equipment. (WOW, I don’t think Kubota can say that.) THREE LITTLE QUESTIONS.
- 28. Keep it pure. (we want clear and easy) Keep it authentic. (only YOU can be you) Keep it different. (that’s what we hardwired to notice) THE LESSON HERE:
- 29. that_____________ (differentiation characteristic) in______________ (market geography) What: How: Who: Where: Why: When: The only______________ (category) for______________ (customer) who__________________________ (need state) during_______________________ (underlying trend) THE ONLINESS STATEMENT
- 30. What: How: Who: Where: Why: When: The only motorcycle manufacturer that makes big, loud motorcycles for macho guys (and macho wannabees) mostly in the United States who want to join a gang of cowboys in an era of decreasing personal freedom HARLEY DAVIDSON IS…
- 32. Great brands seek to find the ‘uncharted territory’ where they can deliver an authentic, meaningful promise. Then they work to stake their claim in this space so that they eventually OWN IT.
- 33. • Manage differences strategically • Appeal to emotions • Build trust • Have a clear, competitive stance • Have a dedication to aesthetics TODAY, THE GREAT BRANDS:
- 34. There are 30+ CoolSculpting providers in your geographic market area. How do potential patients decide who to go to?
- 37. First: Start managing the differences.
- 41. Who are you? I’m John Connors, MD – Atlanta’s only double board certified, Harvard trained, plastic surgeon What do you do? We charm the pants off of you and make you feel at home while you pursue a very personal and emotional dream. Why does it matter? It matters because your end-result is going to exceed your wildest imagination. THREE LITTLE QUESTIONS.
- 42. Harvard Trained. Southern Hospitality. World-class Results.
- 50. Your username is: john.connors New Comments: consultation - Breast Augmentation I went to 3 other well known surgeons in the area, but this office went the extra mile in every way. The office was by far the most appealing with actual patient pictures on display throughout vs. models. The material they provided during the consult was higher quality printed material than the others, and the follow up with a personal letter was a very nice touch. This office has thought everything through from A-Z keeping the patients experience in mind and I can appreciate the attention to detail. They are a little more expensive then all the others, but you feel you are getting the utmost quality possible and I am willing to pay for quality. Differences Noted…
Editor's Notes
- Hello and thank you for attending “Building your brand to last”
- Just a few disclosures before I start: My name is Tami Vileta and I’ve been a marketing strategist, visual communicator and brand designer for the past 30 years.. In this role, My #1 goal is to help practices just like you ATTRACT and KEEP their patients through engaging brand communication Goal: Leave here today with a clearer picture of how to build a stronger brand for your practice.
- So my subject matter is branding.
- If someone had told me 20 years ago that today I’d be standing up here trying to lobby for the importance of branding in front of a room full of scientists Because the very idea of Branding is deep rooted in emotion, design, feelings and everything right brain. It is not quantifiable like data. It comes with no proofs or cold hard facts. And often derails without any reason at all other than public opinion or mis-commuication. But at least I’m very thankful that up here in front of a group of Cosmetic Surgerons instead of cardiologists. Because of all the scientific minds, I have the very best chance of making a case with you --- as you have the ability to combine both science and artistry into the magic you create. And I hope you come away from this presentation view branding as both a combination of artistry and strategy, if not science.
- The idea of branding is not new. It’s been around for centuries. Some of the oldest brands are still around today – stronger than ever.
- Branding is big business. To be the owner of a globally recognized brand is a really good thing. Companies like apple, starbucks and coca cola have meticulously orchestrated every customer tough point to be “ON BRAND” Everything from their packaging, to their store environments to their employees talking points, to their internet presence. It’s all carefully BRANDED. And They spend a ton of money taking care of all the little details of BRANDING because they KNOW….
- BRAND ADD VALUE STUDIES: market cap with $120 billion, without it, only $50 billion. Coke’s glass would be 1/2 empty.
- It is a recongnized fact that strong brands reap benefits that include.
- But The funny thing about branding in today’s world is --- that you aren’t in control anymore.
- Today, your customer controls your brand. And you really need to understand this and the reasons why.
- The first reason is because of the internet. The internet has profoundy impacted branding forever – just like it’s impacted everything else. It’s hard to carefully control something when everything is so transparent these days. You must be authentic or people will see right through you.
- The second reason is due to stimulation overload. There’s so much clutter out there---so many messages That our eyes just don’t know where to look.
- Today, your biggest competitor is not actually the other surgeon around the corner, it’s marketplace cluttler.
- This phenominon sets us all up to be Information rich and time poor
- And when this happens, our brain takes over to protect us from being bombarded with too much information And begins to look for contrast and difference.
- We as humans, are hardwired to notice differences.
- But the way we distinguish differences today has shifted over time as well. We don’t connect with differences in features as much today, or benefits, or even experience. Today we focus on Identification. Who we ARE.
- Today, we base our buying choices and our brand preference on more emotional factors. Imagine where Nike would be today if they tried strengthen their global brand based on features, or benefits, or experience. Very smartly, they built it on Identification, and a millions of weekend warriors and part time athletes connect with the phrase Just Do It.
- So how do you get there from here?? How to you brand your practice to connect with customers on this level without spending a fortune with huge global branding agencies.
- We work with hundreds of practices across the country and the majority of them are still stuck in features and benefits. And you’ve really got to get beyond that in order to strengthen your brand. We know, because we’ve been in the trenches with you, that if you just did a better job of managing your differences and how they’re portrayed to the world, you can strengthen your brand.
- We know that if you don’t have a compelling answer to these three little questions, Meaning that your customers find them irresistible, Then you haven’t really got a true brand. So this is one of the starting-place tools that we use to help practices really start to manage their differences.
- Now these may sound pretty simple --- and maybe the first one is, but the other two really trip almost every business in the world up. Because you have to be able to answer these differently and in a compelling way.
- And something like this just isn’t going to cut it. Anyone can say this. So I thought I'd show you how one brand I'm sure most of you will recognize answers their three little questions.
- GOAL
- The goal with the three little questions is to keep it pure, authentic and different.
- Here’s another little tool we use with practices to help them manage their difference better. We work with them to fill out what I call an “onliness statement”. This also might seem kind of basic, But again, if your answers aren't unique and compelling here, you don't have a strong brand either.
- You can start to see that it was those answers that helped to inform all of the marketing we have come to appreciate and love about this brand over the years. No other brand can stand quite in this place at all – as Harley does.
- So my advice to you as a lifetime student of branding is to start here
- Because you have to. This is your reality today.
- So I’ve pulled together a great case study for you to illustrate how one practice worked through these challenges to come out with a distinct, clear and powerful brand.
- This practice is in Atlanta. Dr. John Connors. This is an example of his branded marketing BEFORE he went through this exercise. There’s nothing blatantly WRONG with something like this. It’s clean, there are no typos, but it’s just not different or compelling on first blush to get our human brains to notice any kind of “difference” in why to go to Dr. Connors. Yes it does give some benefits (Harvard Trained / voted best)
- But it wasn’t getting Dr. Connors the results he wanted and he was willing to invest in a better strategy for his marketing and branding efforts. And so first, we started out by getting a better grip on Dr. Connors differences so we could manage them better.
- And certainly, the fact that he was Atlanta’s only Harvard educated, double board certified surgeon at that time was one of them. And this we could use this to our advantage to position him differently than everyone else. A cut above.
- We also learned that His staff was legendary for their southern hospitality. Above and beyond anywhere else. And this came from countless patient written reviews. They took the matra of making everyone feel like family to a degree above and beyond anyone else, anywhere.
- But the biggest difference we could find over anyone else in the area were that Dr. Connors results were like none other that we’d ever seen. This is a patient of Dr. Connors. In fact, a great majority of his patients look like this. He had models, media personalities and socialites among his patient base and word of mouth about his outstanding results traveled. So he had set up this natural progression of attracted the BEAUTIFUL people in his practice…and loved working with the BEAUTIFUL people.
- So the three little answers really started to materialize.
- And a branding strategy started to materialize We knew that if we were going to do this right, we had to focus on Top notch care, warmth, and most importantly, unrivaled results So hence his new tagline…
- And we asked him to take a big leap by investing in professional photography to show ONLY his patients and their stunning outcomes in every piece of literature and online marketing. This is certainly a big investment. But, we knew that when you have the kind of results that Dr. Connors has, the investment would truly pay for itself. These are some of the outtakes of the 4 shoots we did. He ended up having about 100 images to use.
- Then No matter in where prospects came in contact with the brand they're going to see these photos and the great message behind them Whether it’s on his site
- In print ads
- In their collateral for women
- And men
- Even in things like post surgical guidelines
- And even mailing labels.
- If you don't think this differentiation sets up worldclass brand for Dr. Connors, take a look at one of his most recent patient comments on Real Patient Ratings READ TESTIMONIAL: This is an incredible review – really sets Dr. Connors up to be attracting dream patients! And to be different from everyone else in his market. No one has a brand like this in Atlanta.
- I’ll leave you with this comparison. This ad was created for McGraw-Hill Magazines to promote to make a case for buying print ad space in the late 1950s. It went on to be one of the most famous advertising classics of all time. It’s part of the curriculum in almost every communications and marketing class. Today it takes a LOT more than a print campaign to stay in front of the minds of your customer. But the conditions that set up the reasons why you need to do a better job of branding and marketing to your customers are still alive and kicking. Especially in aesthetics. When a potential customer first comes in contact with your brand, they don’t know who you are, what you stand for, what types of patients you see and why they should trust you enough with something as personal as their appearance Unless that is made crystal clear to them quickly and authentically.