Our optometry office is currently in the process of renaming our corporate name and updating the logo. The research on this process has been very enlightening for me, so I thought I would share some key points.
Branding: Do you know who you are?
- What are the core values: what is important, what are your principles, what will govern your existence?
- Why does your practice exist? Why is your practice meaningful?
- What do you want to be famous for?
- What is your promise: when people think of you, what words or thoughts will come to mind?
Color communicates: For example, blue stands for trustworthiness, knowledge, calm, and peace; while green represents money, healing, growth, and success.
Naming: Although tempting to have a long name that “explains” your practice, the longer names will be shortened by the patients. For instance, Premiere Medical Optometry Vision and Eyecare, is changed to many, PMOVE. The new acronym then does not hold branding weight until you have created the brand. Whereas, Modular or Encode, describes the name behind the story of who the company is. The name Modular is a non-profit organization that works with developing countries introducing modular homes to the poor. The company Encode is a partner of IBM and works with computer coding.
Simplicity or Complexity: Many advantages are found when a company sticks with two-tone coloring due to the increased costs of multicolor printing for correspondence with patients.
If you liked this topic please reference WoW Branding. They are the authors of the book (Logo Savvy) the idea for this post came from and their website is informative.
