Branding is a funny thing!

Branding is a funny thing. Those who are not branders automatically start thinking about the visual representation of the company, like logos, typography, and color palette. It shouldn’t be a surprise to any professional that those are not really your brand, but symbols of your brand.
Instead, your brand is a memory device. One that sticks in our brains and makes for easier recall. Once you recognize on the shelves when scrolling on social or during a time of need.
But truly, your brand is so much more than your logo. It’s the experience your customers have when exposed to your company or products. Your brand is like that taste left in your mouth after you eat a Mcdonald’s vs Michael’s (high-end restaurant in Vegas). It’s how you feel while at the actual restaurant.
Do you feel rushed? Is it a get you in and get you out as quickly as possible? Is it standardized food and process you can depend on from one location to another? Or is it a company dedicated to your experience? We often equate this to high-end brands like Tiffany & Co.
Doctors’ offices are no different but often forget about this crucial element. You are more than a healer. Or are you in urgent care with no extended customer relationship?
Recently I fired my specialist because of the experience. On my first visit, I felt like a number. That number is based on how much money my treatment might bring to the practice. Patients are no longer people, but batons to be passed from one person to the next in the office.
Starting with the tiny little lobby filled with too many people. I immediately had Covid anxiety. Or the tiny lil window and counter in which you check in and pay your co-pays. And once you get out of the lobby to the back it’s grand central station. People everywhere. Leaning on counters. Looking at screens. Bumping into each other. The scale and blood pressure area was in a walkway with people squeezing by and butts in your face as they take your vitals. And then the relay race of professionals coming and going from your room not explaining who they were.
I explain my situation to all of them, only to realize they aren’t the doctors. When the doctor did make his two-minute appearance he sat side saddle on the examining table while talking to me. I found that informal, yet misogynistic at the same time. He gave me the ol’ we’re going to fix you right up. It’s surgery. And we need an X-ray. OK, see you soon.
No options were provided. No mention of outcomes. No opportunity for questions, although I didn’t have any bc you don’t know what you don’t know. What I did know, was that experience left a bad taste in my mouth. And not wanting to be rude, I continued to see this doctor a few more times before I needed a better experience.
The new doctor, a she, is Michael’s restaurant. The experience was night and day, complete with an oddly placed fireplace in their lobby. She was personable and exuded confidence. She provided options. Yes, surgery is the only option. But there are two options. One that is less invasive but could require another surgery if it’s not effective. Whereas the other option is more invasive, but has a higher success rate, the first time. She assured me she would most likely do the second procedure, but not the first. That surgery may be her or another of their doctors. But ultimately, she’s in charge of my care. I trusted this new doctor’s office and the young urologist.
The real art of branding is experience, not a logo or typeface. All companies need to focus not only on their external branding but the customer experience offered by their internal branding.
Wondering where your company sits on the elements of branding? No Moss Brands would be happy to audit your current marketing, branding, and advertising efforts to make sure you are still servicing the needs of your customers beyond your logo and typeface.