When asked to think of a famous brand most people might think of something like McDonald’s “Golden Arches”, The Nike “Swoosh”, or Disney’s “Magic Kingdom Castle”.  While a logo might be the most visible and memorable part of a brand it is just a part. A brand is so much more than just a memorable logo. 

A company’s brand is the communication of everything they  are and stand for at every consumer touch point. And I do mean every touch point. From print ads to logos, radio jingles, letterhead, P-O-P displays, business cards and web-sites. Nothing can be left out of your branding system.

Consider this. When selling a business, the value is based on several factors. There is the real estate, furniture, vehicles, inventory; lots of things that you might consider the business’ assets. However one of the most valuable assets any business has is often referred to as “Good Will” or “Blue Sky”. This is the intangible asset that really makes a business valuable. In other words, its BRAND.

Good Will consists of a variety of things. First and probably the most important is the public perception of the clinic … consumer loyalty. That loyalty is built on an emotional bond between the consumer and what your clinic offers. 

Your brand then has to embody everything that your customer’s emotional bond is built on. Let’s look again at Disney. When I think of the Magic Kingdom Castle, I remember family vacations as a child, I think of the Disney Sunday night movie we used to watch. I also think of all the videos and DVD’s my children watch today. There are lots of positive emotions and memories all tied up in that castle. Now that’s BRAND POWER!

Well orchestrated brands have depth and richness. They are like personalities, in that the best of them are made interesting and beautiful by a unique blend of interesting and beautiful component parts. It is only in the harmony of the whole that the brand lives.

Steve Yastrow

But you don’t have to be Disney to have such a strong emotional brand. What you do have to do is sit back and decide who you ARE and who you want to BE as a clinic.  Your brand will evolve from that vision.

This is where we enter the mix.

As a clinic that is looking to develop a new brand, there are an infinite number of artistic, graphics oriented companies out there who can create a fancy logo. However, your brand isn’t going to be just that logo. Michael Millhollen, the head designer at CVP Productions says, “your company should literally become your brand, and every aspect of your look, behavior and business philosophy should exude it.”

Check out the “How We Work” Page to learn more.