Branding for Mental Health Products and Services can be tricky. Though the health and wellness industry is worth billions, the industry faces some roadblocks when it comes to branding for their products and services.
Mental health in general is a “touchy” subject. Mental health is a taboo topic and many brands shy away from it.
Chances are, if you are reading this article, you are in the health and wellness industry but want to add a “branded edge” to your market (product or service).
So, let’s learn how to brand and grow your business the right way.
1. Know the Patient's Problems and Challenges
The first step in branding for mental health is knowing your patient and their problems.
You'll need to understand:
*Who your patients are and what problems they are struggling with;
*How they currently approach or solve those challenges;
*The tools they use to achieve their goals;
*What their wellness goals are and what their current status is in relation to those goals;
*What indicate the success or failure of goals;
*If they are moving in a certain direction or not – if they are satisfying YOU or not.
2. Define Patient's Goals and Values
Rather than focusing on the business' needs, focus first on your customers' goals and values. This will help you define the business' challenges. Identifying challenges this way will give you clear ideas about what needs to change.
Patients' goals and values will help you understand their needs and challenges when approaching their mental health and well-being. It will help you design your brand strategy.
3. Create a Brand Identity for your business that speaks to your audience
People usually look to businesses to help them figure out what they should do with their lives whether it's to start a career, pursue a passion, follow their dreams or looking for solutions to their health problems. Creating a unique brand identity for a business makes it stand out among the others and becomes an attractive brand among potential customers.
Moreover, creating a brand identity is about understanding what your brand stands for, what differentiates it from all the other brands and being consistent and proud of it. It is about how to give your business an identity of its own and support your brand's presence.
4. Engage Your Patients demographically and Geographically
This is your local community – where you starting your business, where the manufacturing takes place, where your product is shipped to. Knowing your local community allows you to identify and understand your customers' needs and challenges. It can be used to easily engage your audience.
Moreover, understand your customers' demographics and geographical position will support your branding efforts. It will give you a clear picture of who they are – different people in Tunisia, Egypt, and Morocco, growing needs, cultures, expectations. Once you've figured out who your customers are, you can identify and understand their challenges.
5. Develop your brand and logo
Once you know your customer's needs, you can focus your brand and design your logo. A strong brand identity and logo facilitate developing an effective marketing strategy. Moreover, developing your brand and logo allow you to identify the brand's personality, core message, its core values and how it communicates its brand personality to its audience.
Your brand's visual identity expresses what you offer to your customers and represents who you are as a business. It tells your story, values, and beliefs. It tells your customers' stories through visuals. As such, brand identity and logos are one of the first impressions customers form when they look at and engage with a company's online presence.
6. Have a strong web presence
Today you can improve your business' awareness through blogging, social or strategic content writing and by enhancing the customer experiences online and offline. You can boost your brand recognition and credibility by publishing interesting and engaging content on your website.
Your brand identity and website's content are your ambassadors! Everyone likes to follow someone else they like. And it's no different with the digital world. Your brand is always judged for the quality of it general appearance. People tend to stereotype brands by their appearance on the web.
7. Create a marketing plan
People love freebies! So, be generous and offer free samples of your products or coupons in return for their email addresses. Help your customers in need through partnerships and sponsorship. For instance, when you are reaching the end of your 30-day free trial, give your users the option to continue being a subscriber for a whole year. If your customers believe in your service, they will follow you all the way!
Statistics show that 80% of consumers have bought a product online because of a blogger promotion. Make your products and service visible to your customers by implementing creative marketing strategies such as advertising, blogging, online discussion boards, online testimonials, social media.
8. Pay close attention to patient feedback
Listen to your customers' feedback and take immediate action to improve your product or service. A loyal customer is a brand ambassador and a customer's opinion is your best referral. Take them seriously and make sure workshops, surveys call, or customer surveys are a vital part of your marketing research. Be proactive, take your customers feedback and react immediately. Show your customers that you care.
9. Engage your audience
Nowadays, more than 80% of millennial use social media to spend their time online. They are also using social media to look for information on products and services that will improve their lives. When you engage with them, you improve your products or services' visibility and you extend your reach.
Social media is an essential tool for digital marketing. Potential customers engage with your brand to get information about your company, products, services, etc. Social media marketing allows companies to reach a wider audience and to increase their brand awareness. It also helps companies to build trust between the company and its customers.
For more questions, Acor is here to help you navigate this process. Book a call with us today!