What Marketing Aspect do Most Treatment Centers Omit? Ans: What is Branding
I loved watching this video. He asks a lot of really good questions when it comes to main stream brands like Nike, Mercedes and Apple.
Too often we find ourselves investing in people and real estate and basically forget the tip of the iceberg which is the actual consumer facing part of the business and that is the brand. Creating and building a brand takes time and requires research. Good old fashioned research on the marketplace, the competition and our own business as well.
Doing branding research requires experience and time. Time is money. It is a misconception to think that any crowd sourced graphic designer can build a strong brand. It does happen on occasion however it is not often a graphic designer builds a world class brand. It takes a team of skilled people who have a deep understanding in typography, branding, design, lexicon, media, trademarking etc.
Due to the sensitive nature of my role in the addiction treatment industry I am going to refrain on commenting on existing rehab brands. However, I can say we all know Rolex is the gold standard of the watch business whether they are or not in actuality they have built a world class brand for high end watches. Tiffany & Co has done the same thing in the jewelry business. We all know if we get something in that little blue box it is going to be something special.
Can you think of any brands in the drug rehab business that are the Rolex, Tiffany or Toyota’s of the drug rehab industry? I ask this because if you can think of them you probably already trust them. I know through research that trust is the single biggest factor getting people from a addiction treatment website to pick up the phone and calling. Taking a small piece of the overall business budget and devoting it to branding is an investment that will keep returning dividends in the years to come.
