This article is republished by the express written permission of GrowthMatrix © 2009 - www.growthmatrix.com

by Glenn Bryan, GrowthMatrix, Inc. | Branding and Marketing Consultants to Healthcare

 

 

Early in his career, Andre Agassi, at that time an up-and-coming tennis pro, became the lead celebrity in the Canon “Image is Everything” advertising campaign.   With the unique combination of his personal “rebel” attitude and this confrontational tagline, Agassi was able to launch into worldwide notoriety.  Interestingly, this tagline has gained a life of its own, and ever since the campaign it has been used as slang for the importance of brand image in the marketplace.  Image became important because “Image is Everything.”

 

But is this simple statement true?  Is brand image that powerful?  The unequivocal answer is – Yes.  Brand image is critical to how we value products and services as we shop. 

To explore this concept further, let’s think about some shopping examples you probably have experienced:

 

• When you think of simple commodities such as sugar, salt, gasoline, and aspirin – does a brand name immediately come to mind?  My guess is – yes.  It’s hard to think of salt without thinking about Morton’s.  You know, the one with the girl and the umbrella.  That’s brand image.  Or, how many times have you thought whether the lower-priced store-brand sugar is just as good as the higher-priced Dominos sugar – and then bought the Dominos sugar because you didn’t want to take the risk.  Again, that’s the power of a brand image.
  
  
• The power of brand image applies to more than just packaged products.  It also applies to selecting the store where you wish to shop.  When you think about going to a grocery store, you need to choose from a number of options.  Three possible options are Krogers, Aldi’s, and Whole Foods.  When you read these names, did you immediately categorize these stores based on perceived selection, price, quality, and atmosphere?  Sure you did…and that’s the power of a brand image.
  
  
• Brands are important and are an integral part of our modern culture.  Brands are surrogates for quality, create expectations, and help reduce risk.  The knowledge and feelings you have about a particular brand allow you to shop with confidence.  You have confidence because you know what to expect.  What’s interesting is how someone can tell you the difference between a Kia and a Lexus – even if they’ve never driven one.  How can they do that with confidence?  Brands capture, contain, and convey expectations about the product or service and consumers rely on these expectations to make purchase decisions.

 

So, what’syourpractice brand?   What are the expectations about your clinic and services that patients rely on to make decisions about you and your practice?

Don’t have a brand?  Actually, nothing could be further from the truth.  You have a brand – every practice has a brand – you just aren’t aware of your brand because you haven’t been managing your brand.  And that’s the most dangerous brand image – one that you have not sought to influence – one that has a life of its own.

 

 

Take control of your practice brand.  Begin by first understanding the promise of healthcare that you seek to provide to your patients through your practice.  Then examine if there is congruence between what you claim to be and what your patients actually experience when they interact with your practice.  This exercise will force you to define your brand promise, what you promise your patients they will experience if they come into your practice, and how well you are at consistently delivering that promise – day in and day out.

 

After your brand promise is broadly understood, here are five steps to ensure consistent delivery of the promise of your brand:

 

• Define your brand promise – write it down and look at it on a regular basis.
• Live your brand promise – examine every facet of your practice to make sure it supports your brand.
• Operationalize your brand promise – create operational systems, policies, and procedures that ensure your brand is delivered.
• Deliver your brand promise consistently – make sure that every day your patients experience it.
• Convey your brand promise – talk about it all the time.

 

So, is image everything?  Yes, if it is delivered as a consistent brand promise with substance and value.

 

 

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