By: Julie Wusenich
Branding is such an important part of every company: it lets consumers know who they are and what they are about. If the brand doesn’t fit properly with their brand image there will not be a connection with customers – the emotional vibe will not be felt and, in the end, they could lose current customers and future customers.
Everyone makes a decisions in their lives based on emotional and psychological factors – they tug at your heart strings and you follow.
A key element of branding is brand identity, and the design of a building can create this. As health systems are redefining themselves and their brands to encourage wellness and healthier behaviors, the buildings need to be designed / redesigned to incorporate wellness – walking paths, demonstration kitchens, and fitness centers. They are just important as health care facilities rebrand as a community of wellness and health.
As in the Building a Brand: Architectural Elements Help to Promote a Customer Identity, the author discusses the importance of brand loyalty and perceived quality: “Ultimately, the quality of care an institution provides drives repeat business, but it is the brand that today’s consumer patients relate to when making a decision about their care.” This, in the end, can cultivate brand loyalty and brand equity. It can also evoke feelings and a brand based on emotions.
Imagine be treated at a well-designed healthcare facility with top of the line amenities and then coming back for follow-up treatment, and outpatient services, and also being able to take wellness classes and a healthy cooking class in a state of the art facility. Who wouldn’t chose this facility over the one down the street that is cold, dark, and sterile and doesn’t offer future amenities that are required as part of the treatment plan?
This is especially true if the consumer is receiving the same level of treatment from a provider with the same credentials in a renovated or newly built facility.
Every company wants brand loyalty, as wherever they go their customers will follow and bring new ones with them. Brand loyalty can be generated in many ways, and this article focused on building the brand through the building itself. Your brand needs to stand out and be recognizable from a distance.
It builds a brand, because you will share your experience with friends, family members, and colleagues, because you have an emotional connection and you want to share it with others.
The recruitment of staff and new patients will be effortless, as they will recognize the brand and want to be a part of it.
With the right touch, a brand can have an impact on both emotional and psychological factors to sway a consumer to select their brand.
You want this type of connection with both your customers and employees – current and future. With brand loyalty, they will recognize you as you expand and build additional facilities that are a spitting image of what they are used to.