“Marketing Tips for Health Brands”
Estimated read time: 2 minutes & 58 seconds.
Would you like to generate more leads, increase conversion rates, AND sell at higher prices?
Then you’re going to need to build a strong brand.
Here’s how.
LFG
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1. What Is a Brand?
Branding originated from the practice of burning marks into livestock to identify ownership.
They did this because when rancher Randy’s cattle went wandering off into the neighbor’s pastor, his neighbor would see that “Randy’s Cattle” was branded on his ass, so he knew to bring that cow back to Randy.
That’s where branding started, but it’s not the complete picture.
Yes, the brand (or logo) can help you identify its origin, but what it really is is one layer deeper.
A brand is a reputation.
For example… let’s say rancher Randy was a bit of an asshole, and you noticed that his cow came wandering over to your farm. If you didn’t like Randy, it’s unlikely that you would return his cow.
Or if you REALLY didn’t like Randy, you might even slaughter it and feed your family with it.
This would be an example of a bad or weak brand.
On the flip side, if Randy was a stand-up guy who always brought you sourdough bread on the holidays, and that same cow wandered into your pasture. You’d probably go out of your way to bring that cow back safe and sound.
This would be an example of a good or strong brand.
The moral of the story is that you want a STRONG brand… let’s continue.
2. Why It’s Important
The reason branding is so important is because it creates behavior change.
Using my example above, when someone has a STRONG or GOOD association with your brand (because you’re kind or have shown them value), they are more likely to return the good favor to you.
That means buying your products and services.
Conversely, someone with a BAD or WEAK association with your brand is less likely to return any favors.
This means NOT buying your products or services. Or worse yet, telling people negative things about you.
This is why “any publicity is good publicity” is complete bull$1ht. If I aim to get people to buy more of my things, I want them to have as many GOOD associations with me and my brand as humanly possible.
Everything you do brings people closer to you or moves them away from you. There are no neutral engagements.
Now that we know WHY it’s crucial to have a strong brand… let’s get into HOW to do it.
3. How To Do It
At its most basic level, creating positive associations and avoiding negative ones is the key to creating a strong brand.
To return to my example of rancher Randy one more time, let’s say for a moment that he is known for raising high-quality grass-fed beef and taking really good care of his cows.
That would create a positive association for you.
But then, one day, Randy decides to start posting hateful comments on social media about some of the other local ranchers.
That would create a negative association for you.
So here’s the lesson.
Think of every interaction someone has with you or your business as an opportunity to strengthen (or weaken) your brand.
- The content you create
- The design of your logo
- The onboarding process
- The offboarding process
- The services you provide
- The user experience of your website
ALL of it is either pulling people closer or pushing them away.
If this all sounds like a lot of work, it’s because it is. Which is why most people don’t do it. Which is why most people struggle with lead generation, conversions rates, and increasing prices.
Don’t be like most people.
Build a strong brand.
Take home point…
- Your brand is your reputation.
- Reputation drives business results.
- Every interaction shapes your brand.
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