“Marketing Tips for Health Brands”
Estimated read time: 2 minutes & 58 seconds.
Do you feel like you are battling to get customers?
Build a brand, not just a business.
My recent trip to New York City offered some surprising insights into the world of branding.
LFG
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1. Clarity
Walking the streets of NYC felt like the world's biggest strip mall… like an endless sea of stores, restaurants, food trucks, and delis (for the record, delis kick ass).
With so much noise and competition, I wondered… “How does a business stand out?”
The short answer is… that most of them don’t… but for the ones that DO, they are crushing it.
Let’s take bagels, for example. New York is known for having the best bagels in the world (supposedly, it’s their water… I disagree, but I’m not going to argue with a New Yorkin).
We could have stopped at literally hundreds of places to get a bagel, but we didn’t… we went to Tompkins Square Bagels for one reason and one reason only… branding.
- Their logo… is a bagel.
- Their name… has “bagel” in it.
- Their Instagram… photos of bagels.
- Their Google Business Profile… reviews of bagels.
They have made it as clear as the center of a bagel that they are THE bagel place to go to in NYC… and it didn’t disappoint.
(It’s one of the best bagels I’ve ever had).
But here’s how to apply this to your business:
- Define what makes you unique.
- Tell your story.
- Share it often.
Clarity over cleverness – always.
2. Consistency
Most brands are about as inconsistent as the NYC subway schedule… and if you’ve been to New York, you know what I’m talking about.
The funny thing is that I was warned about the subway system by a client who lives in NYC… but apparently, I had to miss a train or two to truly understand.
However, if you are in the business of building a brand (which, if you’re reading this… you are), I wouldn’t take my advice from the subway team… I would take my advice from the Empire State Building.
Why?
- Instantly recognizable
- Consistent lighting
- Timeless design
No matter where you are in the city, you can always spot the Empire State Building… THAT is what you want with YOUR brand.
But here's how to apply this to your business:
- Define your brand guidelines.
- Stay consistent with those guidelines across all touchpoints.
- Regularly audit your brand.
Consistent branding builds trust, recognition, and ultimately, more clients.
3. Connection
The biggest mistake you can make as a business owner is to treat a customer like a transaction. If you’re not building relationships, you’re making a massive mistake.
One of my clients lives in Brooklyn, so before heading to NYC, I made sure to find time to connect with her while I was in town.
We met at a local coffee shop and just… chatted. There was no ulterior motive, no agenda, just an opportunity to connect.
The best part was that she shared all sorts of hidden nuggets about NYC that we would have never heard about otherwise (The High Line being one of those).
But here’s my point…
The most successful brands in NYC understand the importance of human connection and hospitality.
Eleven Madison Park (a NYC restaurant) was voted the best restaurant in the world, NOT because of its food… but because of the hospitality of their service.
(There’s an incredible book about this called Unreasonable Hospitality, you should check it out).
But here's how to apply this to your business:
- Humanize your brand.
- Create a welcoming environment.
- Go the extra mile.
The best brands build bridges, not just transactions.
Take home point…
- Make it crystal clear what you do and who you do it for.
- Maintain a cohesive brand identity across all touchpoints.
- Connection creates loyalty.
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