In my travels and conversations with clients and many practice owners and physicians, I hear often that they would like to “change up the look of our logo and marketing materials.” Some say that they are tired of seeing the same thing every day, and wonder if clients and audiences are going to also get bored? My answer to these questions is almost always NO!
While certainly it is important to periodically refresh your brand with an updated logo, revised colors that may represent a more contemporary feel, and redesigns of online and traditional marketing materials, this has to be done with a plan and great care. Why? Because consistency is key in branding as well as in business. Often all that needs to be changed is your mindset and not the brand itself.
Think about it . . . put in your mind the major brands you know and love: Target, the GAP, Facebook, Apple, Disney, JetBlue, Starbucks, etc. These brands change up campaigns, slogans, and marketing content to keep things fresh, but they still make sure it’s their brand. It is crucial that there is brand consistency – over a long period of time and also across the spectrum of your online and traditional ads and messages. The look and feel need to be the same across the board. Client experience, logo and name (identity), company culture – it is imperative that you make sure they align so clients and prospective clients know what to expect. Dependability is comforting and trustworthy. Brands are like children: they thrive on consistency.
Unless your target audience is constantly changing, your marketing and advertising better be consistent.
So instead of continually thinking about or actually changing up aspects of your brand, remember how crucial consistency and familiarity is to your clients, potential clients, and target audiences. While ensuring this brand consistency throughout all of your materials, also be sure to concentrate on your practice or medical spa’s perceived value, especially in this competitive economy. Just ask anyone who’s been successful through the ups and downs of a medical practice or business.
“Repetition makes reputation and reputation makes customers.” – Elizabeth Arden