Is your legal nurse consulting brand as consistent as Apple’s? Have you ever bought an Apple product? From the white drawstring bag with the Apple logo to the exquisite packaging, Apple is consistent in its branding. Is your legal nurse consulting brand as consistent throughout every touch point? Brand experience is the sum of all points of contact and when that’s consistent, when it’s strong, then people know what to expect and who to trust.
What else is branding? It’s intangible. It’s not just something you see but it’s also something you can feel. It’s the underlying power behind our buying decisions. Attorneys make decisions about whether to contact you for legal nurse consulting services based on your brand – your marketing materials, your website, your logo, and your head shot.
We make buying decisions every day – from the toilet paper that we use, to the food that we eat, to the tooth paste that we use – based on a brand of some sort. We don’t even realize it’s somewhat unconscious. If an attorney visits your website and sees clip art or a site that looks homemade, he or she will form an impression of your brand.
Pay attention to what the feelings and the descriptions and the expectations that you’re creating for your audience. The other point of that is your audience is actually what creates your brand to some level, you just get it started.
You influence the brand but your audience is actually the one that defines it to some level when they start interacting with it. So it’s important that you put the work in upfront to develop your own so that they get the right impression and then it grows from there.
What Branding is Not
Let’s look at what is not branding. A logo is not your brand but it is an instrumental part of it. A brand is not your identity. Branding is much bigger than that. It is the overall perceived mental, emotional end value of your business and/or personal image.
Your legal nurse consulting brand is a compilation of several parts: the logo design, the identity design, your marketing materials and your website. That’s the true nature of branding.
Legal Nurse Consulting Brand Visual Identity and Logos
Let’s look a little deeper into identity and logo. Brand identity is your visual aspects. It’s the letterhead, the website; it’s everything visual that you can touch and feel and see. Your legal nurse consulting logo is a small aspect of your brand but it’s the piece of your brand that everybody can remember. When attorneys sees your legal nurse consulting brand, they know what to expect, they know who you are and what kind of services and products you offer and how they solve the attorney’s problem.
Visual identity is the look and the feel of the marketing materials or the website or the images that are used or the colors that are carried throughout the website. But the logo is just one piece of that.
Branding is shaped by the perceptions of the audience. That’s done through the characteristics which we call brand attributes. It’s also the emotional relatedness that we create, or “brand love”. The fundamental idea behind having a brand is that everything a company does, everything it owns and everything it produces should reflect the value of the business as a whole. That’s the purpose of branding.
Brands allow our audience to instantly comprehend the value. That’s the biggest power of it all, is when you have the consistency and you have it clearly identified, more importantly the intention of your brand is identified, then people can comprehend it much faster than when you don’t have it. Make your legal nurse consulting brand work for YOU!
Modified from “Discover, Define and Deliver a Brand that Shines”, a webinar presented by Jena Rodriquez, and available at a discounted price as a bonus to Cheryl’s program. Get the details here.