Now, think of why it’s your favorite brand. Is it because the brand always delivers reliable products or services? Are their products so beautifully designed that no other competitor can compare?
We are so connected to brands because of the emotions they illicit from within us, it is a feeling that you get from a particular product or service. It a promise, from a company to its customers, to always provide consistently excellent services.
During our trip to San Fransisco to attend Startup Grind(https://www.startupgrind.com), one of the speakers, Brit Moren, branding expert and CEO of Brit+Co, shared the following insight: unless it is central to your business, people don't think about brand until they are way down the line. For example, when Mark Zukerburg was building Facebook, brand was not on the forefront of his mind and now, ten years later, Facebook is still trying to figure out their brand, and how people are using their services.
That got me thinking about the importance of building a strong brand in healthcare. When building a health start up, brand is, understandably, not the primary focus. After all, people build companies in the health space to improve lives. But, I think we should take a different approach and consider the importance of building a brand that patients can trust earlier in the process. As a company in the health space, you want to be able to share your mission with people and build a brand that can be trusted. Personally, the most important thing to me as a patient is to trust the decision a healthcare provider makes about my health is the best option possible for me. My perception of trust is based off of the values that the company shares through it’s branding.
Another reason why brand is so important is because of the changing landscape in the healthcare space. Patients are becoming more and more empowered to make their own decision about their health. And because of the complexities of the healthcare system, making a decision about a product or service can be a huge burden to patients. Additionally, if you are managing a chronic condition, like type 2 diabetes, you are constantly making decisions about your schedule, food and general health. Building a strong, trustworthy brand can make decisions easier for patients, removing that extra burden of sifting through different options and replacing it with peace of mind.