TMD: Tips for Effective Brand Optimization

What’s up?Kaizenovators, Happy Tuesday Two Minute?Drill.?Today’s topic of conversation is brand optimization.?Back in 2018, we decided to change the name of our clinics, going from Sport and Spine Rehab to?Kaizo Health We did it for a wide variety of reasons, but it was one of the best business decisions we have made.?

Brand Refresh

It feels like it was yesterday, but it was six years ago. Now, we realize that we really need to go back and rethink our brand—not do a whole rebrand, but look at how we can optimize what we have in place right now. We’re currently going through a brand optimization process with Renaissance Messaging .?

Here’s what I would recommend: When you’re thinking about your brand, you want to make sure it doesn’t get stale because it can if you don’t make optimizations over time.?

There are three steps you can take to optimize your brand without having to go through a complete rebrand:?

Step number one?is to get feedback. Get feedback from your team, your patients, and your community. Look at all the things you can do to understand how your brand is being perceived in the marketplace.?

Again, I highly recommend that you work with a professional to help you do this, but first and foremost, make sure you’re gathering that feedback and doing a critical evaluation of what you’re saying, how you look, and how you’re making people feel in the marketplace.?

Second,?sit down with your team and, ideally, a branding expert or a branding agency. Go through all that data, analyze it, consolidate it, and then start making strategic decisions about the steps you can take to ensure your brand is experienced in the best possible way.?

Lastly,?look at your appearance. This might include your website, logo, rack cards, business cards—any collateral you’re putting out into the community. Find ways to optimize that as well.?

Without going through a complete rebrand, you can refresh or optimize your brand.?

That’s this week’s Two Minute Drill. I hope this was helpful, guys, and I’ll talk to y’all next week.?