As a health professional, you may be exclusively devoted to furthering your skills so that you can provide patients the best treatments and services available. Although growing as a professional is of utmost importance, you should not forget about developing and strengthening your brand. In a highly saturated and competitive market, creating a solid brand may make the difference in attracting and keeping clients. Consider developing key brand elements so that your brand is attractive and identifiable by current and future clients.
Brand elements are features of your brand that can help customers identify and differentiate you from competitors. These elements are essential to promote brand awareness and help your clients form unique and positive associations about your brand. After all, you want to generate a sense of security, empathy, and expertise so that patients are more likely to select your services. Think about consolidating your brand name, URL, logos, symbols, slogans, and taglines so that your brand truly stands out.
Good brand elements should encompass specific characteristics. To best understand good brand elements, we will analyze the branding of Kiloshopy, a highly successful weight loss center in Costa Rica. The brand has grown exponentially in the past few years and is widely recognizable and admired throughout the country. As health professionals, we have a lot to learn from what they have done right.
Your brand elements should be easy to recall and should stand out in a potential customer’s mind. For example, Kilosophy’s brand name is highly unique, and its colors and logo are recognizable across the nation.
Brand elements should have a meaning that goes beyond a catchy name. Your brand name could have descriptive meaning that provides information about your practice or persuasive meaning that gives information about the benefits of your brand. For example, Kilosophy is a playful integration of two words: kilos and philosophy. When potential consumers are exposed to the name, they can deduce that it is a weight loss center that changes your “philosophy” and approach to health. It is a lot more than weight loss.
Consider elaborating elements that are interesting and pleasing to customers. Colors, logos, names, and more should be visually and emotionally appealing. For example, Kilosophy’s name is a fun play of words, their logo is recognizable and straightforward, and their brand colors (blue and green) transmit a sense of peace and security.
Make sure that your brand elements can be used in line, category, or demographic extensions. Although a brand extension may not be on your radar, you never know what could happen in the future, so you must be ready to adapt accordingly. For example, Kilosophy began as a weight loss center that focused on low carb and keto diets. Today, they have formed alliances with multiple restaurants across Costa Rica and sell a wide array of keto products, including MCT oil, coffee, canned tuna, glucose monitors, and more. Kilosophy’s brand elements are easily transferable and recognized in multiple products and services across Costa Rica and Latin America.
Brand elements should be able to adapt over time. For example, Kilosophy’s simple K logo can be embellished or simplified as deemed fit. The brand is not tied to a single color and has room to grow and change over time. Your brand should be able to do the same.
Ensure that all your brand elements are protected by national and international law. To do this, consider the use of trademarks and seek the support of a legal professional. Kiloshophy’s brand has been trademarked across Latin America and the US. However, it is not uncommon for professionals to be forced to rebrand when competitors steal their legally unprotected brand elements. Remember this and proceed with caution! You don’t want to build an entirely new brand because your initial efforts were not protected by the law.
Consider elaborating your brand while taking into consideration the markers of good brand elements. Look at brands that inspire you and analyze what they have done right. Taking inspiration from successful brands can help boost your elements and brand in the eyes of consumers. Give it a try! Your practice, referrals, and retained clients may soar.