For many of us, branding is the last thing on our minds when starting a business. With all the financial planning, inventory needs, and construction, branding can easily be pushed to the back burner. However, branding is a very important part of any successful business.
So, what is pharmacy branding?
Branding is a mark that distinguishes a business or product from other businesses or products. Branding is the name of your company, a logo or symbol, a slogan, or design elements. When used correctly, it’s a combination of all these things. Branding is anything that gives your business a distinct identity and connects a customer’s mind to your company.
Try to think of some of your favorite companies. What comes to mind? Is it the layout of the store, the owner, or a logo or slogan? You would be hard pressed to think about Nike without the iconic “swoosh” popping into your head. Branding is the face of your company.
How do we build branding?
There are several things you need to do to develop a quality brand. Here are a few important things to get started.
Know your audience
If you don’t know your audience, you don’t know how to appeal to them. Get to know your customers and create your branding with them in mind.
Name your company
Unless you are the artist formerly known as Prince, you need to name your business. This can be as simple as Dave’s Pharmacy. You can take it a further by adding a little something to portray the attitude of your business. For example, if you wanted to show that you are a “family first” company, Dave’s Family Pharmacy might be a better choice.
Create your logo
A logo is the cornerstone of a good brand. Work with a designer to develop a logo that invokes the emotional response that you want associated with your company. In addition to identifying you to your customer, your logo can let them know the attitude of your company. Are you very strict and professional or more of a playful type of business? A good designer can work elements, such as color and symbolism, into your logo that will trigger that kind of emotional response to your company.
Develop a tagline or slogan
While not 100% necessary, a tagline or slogan can further describe your brand to potential customers. Create a short and sweet statement that captures the spirit of your company.
Consistency is king
No matter what you decide on for your logo, color scheme, tagline, or even the name of your business, you must be consistent! Use consistent branding on everything from advertising to the sign on your front door. Use the same logo and colors on your Facebook page, Twitter, and your website. If you do not remain consistent, you confuse your customers. Customers need consistency to associate your business with your great products and customer service.
In today’s market, we need to do everything we can to compete with the big guys. Quality branding is an important step towards a successful business.
For more information on how Computer-Rx customers are branding themselves check out our newest service Market Fuel!