Your Logo Is Not Your Brand [What Branding Means]
In this post I am going to explain what branding is and what it is not – your logo is not your brand.
At the end of 2017 I decided that I needed to try something new, something to push me just a little bit further as a creative professional.
I’ve been working in the marketing industry for about a decade now and while I’ve loved every moment of it, sometimes I just feel like I need a little bit of a creative push to get out of my own way.
So… I signed up for Seth Godin’s, The Marketing Seminar.
As the website for The Marketing Seminar reads, “The Marketing Seminar teaches you something you didn’t think you needed to learn, but then, quite suddenly, you’ll wonder how you got along without it. It helps you see what’s possible, connects you with others going in the same direction, and gives you the foundation to do the work you’ve always wanted to do.”
I’ve been thoroughly enjoying The Marketing Seminar over the past few months and I’ve made a lot of discoveries along the way – specifically about Old Town Media, how we’re different and how we should be looking at our clients’ goals and problems through a much larger lens.
Recently, one of the lessons broached the topic of branding and how most people don’t know what branding really means. This struck a chord with me because we receive a lot of inquiries about businesses needing a “logo designed” so that they can establish a brand for their business – but in reality, a logo is not the equivalent of a brand.
A logo is a visual, it’s important and it can be really fun to create, but it’s not a brand.
As Seth Godin puts it, “The brand is the sum of the promises we make, the story we convey, and the expectations that we want customers to believe we will fulfill.”
Your brand is the sum of all parts: it’s your story, it’s how you package your product, the color that you use, the photos that you choose and the emotions that you, your product or your service evoke from people – and why.
When I really started to think about this, I started to think about all of the brands that I am acutely aware of but that I do not associate with their logo or logomark. One of the brands that came to mind was Tiffany & Co. Not only did I have no idea what the Tiffany & Co. logo actually looked liked, but I have also never, ever purchased anything from them (because I like to afford to eat).
However, there were some things that I associated with the brand immediately:
- The blue color that has been notably deemed “Tiffany Blue”
(Has it been notably deemed that? I actually don’t know, but that’s my perception.)
- The move Breakfast at Tiffany’s, which features Audrey Hepburn
(I have never seen this movie nor do I have any idea if it really is about Tiffany & Co…. again, perception.)
- The price point is high, this is a premium brand that charges a premium for its product
(I do know this to be true.)
- The Tiffany heart charm & regular use of locks in their designs
The brand itself, to me, stands for elegance and status.
People purchase jewelry from Tiffany & Co. because it means that they can. It means that they can afford to buy premium jewelry and they feel as though they are a part of an elite group of people who care about premium jewelry and can afford it.
We can expect jewelry from Tiffany & Co. to come in a bright blue box and we can expect the diamonds to be real, the silver to be pure.
THAT is the Tiffany & Co. brand and THAT is not a logo.
Need help figuring out what your brand is? Give us a shout.
Video is an often overlooked method of connecting with future (and current) patients and building credibility, especially in the medical industry. Since the beginning of the pandemic, more and more services have switched from in-person to hybrid or 100% online and people are utilizing digital platforms more than ever for things like finding credible providers and hosting virtual visits.
Video marketing for doctors is becoming more necessary in helping form personal connections by allowing people to get a sense of their doctors before scheduling a visit.
In this blog, we will cover why you should use video marketing for doctors, types of videos to make, and tips for ensuring your videos are successful.
Why Use Video?
Video marketing for doctors isn’t just about making specialist introduction videos to post on a website. Patient testimonials, informational videos, introductory videos for doctors, and office overviews are great tools to engage your audience and turn curious viewers into lifelong patients.
The first and most important outcome of video marketing for doctors is establishing trust and credibility.
When a patient can watch a quick interview with their physician, they feel a connection and gain an understanding of the doctor’s background, qualifications, and personality.
Many people searching for a provider will automatically self-disqualify if they feel a practice or particular physician may not be a good fit, so providing them with a glimpse into a doctor’s personality will help them feel at ease, knowing in advance who will be trusted to care for them.
They may feel drawn to a particular physician based on personal or medical backgrounds, forming a bond that helps the patient feel at ease with their provider choice.
On top of building trust, video marketing for doctors establishes a platform for education. People turn to the internet to search for medical information that pertains to their situation, so being a source of accurate information is a valuable way to position your practice. It also helps deter misinformation, as these videos are being produced by experts in the field and hosted by credible sources.
Video Types for Successful Marketing
Many people search the internet to learn about their diagnoses and potential treatments, which is where informational videos come into play.
As a doctor, you may often find yourself explaining complex concepts to your patients repeatedly. If there’s a topic that comes up often in your practice, it’s probably a great subject for an educational video.
People usually turn to the internet to learn about a diagnosis or treatment before visiting a specialist, so providing accurate information is a great way to help guide a patient on their health journey. As a bonus, you’re establishing your expertise while providing education.
Patient testimonials are another great tool to show your audience proof of credibility. Since video is more personal than a text-based review, patient testimonials can feel more like a friend’s referral. The audience can see the patient’s genuine enthusiasm and may feel more invested, as a result.
Introductions and Office Tours
Introductions and office overview videos provide a glimpse into the world of your practice. Viewers can get to know doctors, their backgrounds, their personalities, and take a tour of the office before even scheduling an appointment. Providing this type of content is an important part of video marketing for doctors, as it establishes a welcoming atmosphere for anyone considering an appointment.
For example, check out this introduction video we did for a new doctor joining the team at the Orthopaedic & Spine Center of the Rockies.
This video is great because it’s short, informative, easy to embed on on a website, use for a social post, or include in an email newsletter.
Tips and Tricks for Great Videos
Consider recording audio separately from video. You can find inexpensive, great quality unidirectional microphones to use, and this is an easy way to automatically increase the production value and professional feel of your video. A great tip to remember is to use a clapboard or have your subject clap in front of their face when sound and video are both recording, as it helps when the time comes to sync audio to video during editing.
Lighting is another simple way to increase production value and make your videos look more professional. Simple, soft lights are preferred (even a large ring light is a great investment for this) and will help fill in any dark shadows if you’re also using overhead lighting, which can be unflattering on its own.
There are tons of great resources online that explain three-point lighting, if you’re looking to step up your lighting game even further. If you don’t want to use separate lights, natural lighting is a great supplement. For this, place your subject facing a window (don’t place the window behind them) and the natural light will be much more flattering than overhead indoor lighting.
When framing your scene, keep it simple. Avoid clutter in the background, and have your subject stand slightly off-center. While we love visual interest, a lot of background items can be distracting, so it’s a good idea to stage an area so it feels welcoming and clean, without distracting from the subject matter.
You may have a lot to say about your subject matter, or want to help a new doctor get a complete introduction out into the world, but keep in mind that most people do not have the attention span or interest to watch a long video online.
Keep it simple! Ask yourself, “what are the main points I want to get across?”
It’s always better to provide the necessary facts and invite a viewer to contact your office for more information, or refer to an article or blog post that explains your video topic in more depth.
We want to establish trust, get to the point, and invite people to interact with your content. Keeping videos under two minutes is a great rule of thumb. If you have a longer video, consider breaking it into shorter clips for social media.
Include a CTA
A CTA, or “call to action,” encourages follow-up from viewers. It’s as simple as listing your phone number or website at the end of the video and saying something like, “for more information, get in touch!” You may want to offer a link to one of your blog posts or to the contact page from your website. The point is to encourage people to do something based on the content you’ve provided. Video marketing for doctors isn’t just about getting your practice seen; it’s also about creating a comfortable space for interaction with people who may be looking for guidance or services you offer.
Why a Distribution Plan is Important
Once you make your videos, where do they go? If they sit on your website, you may notice very little interaction, so creating a distribution plan will ensure you make the most out of your videos. When deciding how to utilize your content, you should first establish the purpose of each video. Is it short and educational? This may be a great candidate for not only your website, but YouTube and social media. Is it a tour of the office? In addition to your home page, this may be a great video to embed in a marketing email for new or potential patients. For more information about full funnel marketing check out this blog we wrote.
Think about what you want your video to accomplish and where it could best achieve those goals. Don’t be afraid to post cross-platform, either! The more people your video can reach, the better! Video marketing for doctors can be tricky, so don’t hesitate to reach out to a marketing agency with a video production team if you want help figuring out a plan or managing distribution.
No matter where you are in your marketing process, video marketing for doctors can be an effective way to humanize your practice and establish your expertise. Video brings people together and offers a more personal experience, which is why people are often more receptive to video marketing. With these helpful tips and ideas to keep in mind, you’ll be able to up your game and see more online interaction with easily made, high-quality videos.