What is Overbranding and How to Avoid it for Your Clinic
When you launch a clinic it is often a great temptation to see different sides of the business, as different mini-entities and want to name them accordingly. At this stage, two mistakes can happen. Creating new names for things that have established naming conventions. For example, you offer dermal fillers, but decide to call them Super Skin Boosters. Since clients are not familiar with this name you have to educate them first, then sell them this service.
Similarly, it might be tempting to call one side of the business the Injectables Station and another the Laser Miracle. In both cases what you are creating without realising sometimes, is two new brand names. As these names are unknown to the market you have to spend time and effort promoting them (separately) to ensure that they succeed. So now instead of one brand to promote (which is your clinic), you end up with 3 brands. The cost of running those 3 brands is naturally higher.
What Does it Take to Create a New Brand?
Creating a new brand can be an exciting but daunting task. To help you get started, here is a list of 8 basic steps to help you create your own brand:
- Research your target audience and competitors
- Pick your focus and personality
- Choose a business name
- Write a slogan
- Create a logo
- Define a visual identity
- Develop your brand strategy
- Follow the 10 golden rules of personal branding
Overbranding is a common mistake made by brand managers that involves cramming too many ideas into one brand. This can lead to confusion among customers and dilute the value of the brand. It happens when marketers try to create a brand that appeals to everyone, but end up creating something that doesn’t have a clear focus or message.
One example of over-branding is when companies create multiple sub-brands for their products or services. This can be confusing for customers, as they may not know which product or service belongs to which sub-brand. It can also make it difficult for customers to recognize the company’s main brand, as each sub-brand has its own distinct look and feel.
Another example of overbranding is when companies use too many logos in their marketing materials. This can make it difficult for customers to identify the company’s main logo, and it can also create an overwhelming visual experience that may turn off potential customers.
How Do you Properly Create a Sub-Brand?
Creating a new sub-brand for your clinic can be an exciting and rewarding process. However, it is important to keep in mind that a successful sub-brand requires careful planning and consideration.
- When creating a new sub-brand, the first step is to determine the purpose of the brand. Ask yourself what value this new sub-brand will offer to customers and how it will be different from the existing brand. Consider the target audience you want to reach with this new sub-brand, as well as its brand values and personality.
- Next, think about what makes this sub-brand unique and what attributes or selling points it has that set it apart from other brands in the market. It is also important to consider how this new sub-brand relates to your existing brand and if there are any potential risks or challenges associated with introducing a new one.
- Once you have determined these key elements, you can move on to deciding on a name and visual identity for your new sub-brand. This should reflect the purpose of the brand, its values, and its target audience.
- Create a marketing plan that outlines how you will launch your new sub-brand and communicate its message effectively.
Launching a sub-brand is a lot of hard work, are you prepared for it?
How Sub-Brands Can Harm Your Brand’s Marketing Strategy
Sub-brands can be beneficial if used correctly, but they can also be damaging if not managed properly. If there are too many sub-brands within one company, it can lead to customer confusion and dilute the value of the main brand. Additionally, having too many sub-brands can make it difficult for marketers to keep track of all the different messages and visuals associated with each one, leading to inconsistency across campaigns and materials.
Furthermore, having too many sub-brands can make it difficult for customers to recognize the company’s main brand identity. If each sub-brand has its own distinct look and feel, then customers may not recognize them as part of the same company. This could lead to decreased loyalty among existing customers and difficulty attracting new ones.
Striking a Balance Between Having a Sub-Brand & Not Overbranding
The key to striking a balance between having a sub-brand and avoiding overbranding is consistency in both message and design across all brands within your portfolio. Make sure that each sub-brand has its own unique identity while still maintaining consistency with your main brand identity in terms of messaging, visuals, colors, fonts etc.. Additionally, make sure that you limit your number of sub-brands so as not to overwhelm your target audience with too much information at once. Finally, ensure that all marketing materials clearly identify which product or service belongs to which sub-brand so as not to confuse potential customers.
By following these tips you will be able to strike a balance between having a successful sub-brand strategy while avoiding overbranding pitfalls such as customer confusion and dilution of your main brand value.