The Power of Brand Consistency in the Digital Age
In this oversaturated age of marketing, brands have to go above and beyond to create unique content that patients recognize. Healthcare marketing, specifically, can be even more difficult because there is less space for brands to differentiate themselves from alike competitors. With everything considered, achieving brand consistency across platforms requires dedication, time, and an experienced team of diverse marketing professionals.
At NewGen Marketing, we work closely with various healthcare clinics to help them build a more distinguished brand. This comes down to various factors including social media presence, website content, and more. Continue reading to learn all about the importance of brand consistency and how it is achievable through different practices.
Consistency is not just about having a cohesive visual identity or using the same color scheme in all marketing materials; it goes beyond that. It is about delivering a unified message that resonates with consumers and builds trust over time. A consistently represented brand helps establish credibility and differentiates a business from its competitors. For instance, when customers see consistent branding across various online platforms such as websites, social media, and email newsletters, they are more likely to recognize and engage with the brand.
Brand Consistency and its Impact on Consumer Perception in the Healthcare Industry
Maintaining a consistent brand voice and personality can make a huge difference in how your audience perceives your brand. According to Brenton Way, 88% of consumers believe that consistent branding is necessary to gain patient trust. Depending on the demographic, individuals undergo different processes when finding a medical provider. Older individuals, specifically those in Gen X, are more likely to follow a doctor’s referral and do less research on medical professionals. Younger generations, however, specifically Millennials and Gen Z, are significantly more likely to assess doctor reviews and testimonials and do comprehensive research before deciding on a specific provider.
Moreover, brand consistency also plays a crucial role in shaping consumer expectations. Consistent branding signals that the company is committed to delivering on its promises and maintaining high standards throughout all aspects of its operations. In contrast, inconsistent branding can confuse consumers and erode their trust in the brand’s authenticity or credibility.
Different Ways to Enforce Brand Consistency Across Channels
To enforce brand consistency on different marketing channels, it is essential to establish clear guidelines and templates that reflect the brand’s core values, mission, and visual identity. These guidelines should cover attributes such as logos, color palettes, typography, imagery style, and tone of voice. It is imperative to create assets in multiple formats that can be easily adapted to various channels while maintaining a cohesive look and feel. Keeping these factors consistent across different marketing channels will help potential and existing patients identify and recognize the brand.
Using Social Media to Share Brand Values and Personality
Social media is an excellent way to share more about your brand, from your amazing doctors to the services you provide. Generally, we like to think of social media as an overview that shares the most important parts of your healthcare brand. Through carefully curated posts, healthcare brands can communicate their core beliefs, ethics, and commitment to social responsibility. By humanizing their clinic through patient testimonials and sharing behind-the-scenes glimpses into their operations, brands can build an emotional connection with followers. This not only helps establish trust but also fosters loyalty among customers who align with the company’s values.
Branding with NewGen Marketing
NewGen Marketing is a modern marketing agency offering advanced services to small and large medical brands and clinics. We understand that marketing in the healthcare sphere can be difficult, but we have all the necessary tools to help brands reach and surpass their definition of success. Whether your brand is looking to further develop social media presences or (re)build a website, our team can help you. Interested in learning more about our modern marketing and advertising services? Contact us today to learn more.