Global study on brand alignment tells us what we know
This far-reaching study on brand alignment has shed light on what marketing practitioners already know. We need to thoroughly understand our brand, what is looks and feels like, share it with out teams and stick to is. Something that rarely happens in entry-level practices but always in very successful business.
One standout dermatology practice in Sydney has a brand book as you may see in an international marketing department specifying everything from the way the phone is answered to the fragrance candles they use.
And if you think the effort is preparing that type of touch-point document isn’t work the payoff, think again. This place is amazing; so comfortable and polished from the very outset.
There are some great ideas [albeit a bit highbrow] in the article attached. But I would suggest the following as a start:
- decide what you want to see in your practice and write it down [that means everything]
- when you have the core of what you want, or what is already working for you, get feedback from your colleagues and team members
- look at practices you admire [here and abroad] and include what you like or what will make you stand out
- cover everything you can think of – the way the phone is answered, uniforms, what materials patients leave with – everything
- when you are comfortable with your choices, share it with your staff. They won’t know if you don’t tell them what you want
- and there you have your roadmap…
Shikatani Lacroix, a branding and design agency that works across sectors including that of the beauty industry has uncovered the best way for companies to obtain brand alignment which will ultimately help them to better connect with the consumer in the long run.