Establish — and maintain — consistent brand experiences
Pharma and healthcare companies that are committed to consistency — in their branding and their core messaging – are better able to differentiate their brands and leave competitors in the dust. That’s because consistency leads to recognition, trust, loyalty, and eventually evangelism.
Physicians and patients prefer to prescribe and buy from brands they know and trust, so interacting with them in a consistent brand voice and aesthetic lets them get to know and, over time, trust your brand.
Focusing your efforts on establishing and maintaining consistent branding and messaging conveys an outlook and attitude of confidence that your target audience can recognize and connect with. It allows you to deliver a very specific impression, and you get to decide what that impression is.
It’s all about how you want the brand to be perceived. When you’re deliberate about the way you convey your brand, and you remain consistent in your marketing, you communicate the professionalism, purpose, and stability — of your brand and of your organization as a whole. That’s how you lay the foundation of trust.
Key to maintaining branding consistency across the spectrum of your brand’s marketing ecosystem is the establishment of your Brand Guide.. Developed by your agency of record, this complete guide contains all the formal standards and guidelines by which all of your marketing partners – including convention and events teams, public relations firms, professional education partners — must adhere when developing promotional and educational materials for your brand.
The Brand Guide not only contains your brand’s mission statement, promise and the reasons to believe it, it also offers detailed explanations to all your marketing partners on how to use all the branding elements that were been designed to express your brand’s promise, positioning, and personality. The Brand Guide contains specific instructions on how to use the brand name, logo, tagline, typeface, copy tone, core messages, image library, color palettes, and all other brand elements and attributes. All of which helps ensure consistency in your marketing ecosystem – and in how your audience perceives your brand.
Consistent brand experiences matter internally, as well. Done right, consistent branding can help instill pride and confidence in your staff, and help you attract and retain star performers.
- What does this brand stand for?
- What does this brand mean to you?
- What is this brand trying to say?
In summary, building and maintaining consistent brand experiences leads to recognition, trust, loyalty, and evangelism.
If your brand team isn’t working with a Brand Guide, good news: we’ll be happy to give your brand a “branding checkup” and help you create one. Contact Jon or Hoon at RRx. To see brand consistency in action, click here.
