Branding isn’t just for large, national chain pharmacies. Creating a brand for your independent community pharmacy is essential. Your brand is basically your reputation. And what’s more valuable than your reputation with patients?
Don’t just think of a brand as only your pharmacy’s storefront or signage. Your brand is how your patients’ perceive your business. The more that your patients feel connected to your pharmacy, the stronger your brand.
Here are some tips to keep in mind as you build your pharmacy’s brand.
1. Communicate your value
You want your brand to communicate a clear message about your pharmacy. What is it that makes your pharmacy stand out? How are you of value to your patients? Use clear language and imagery to express that idea as part of your brand.
2. Maintain consistency
When it comes to your website, business cards, signage and logo, consistency is key. This means that you need to use the same colors, fonts and images in all marketing materials. Take ownership of your choices and make them yours. That way, whenever your patients see those images, they’ll always be reminded of your pharmacy. It’s a good idea to have a marketing firm design your materials, so they stay consistent.
3. Be visible
Remember, you and your staff are the strongest advocates for your pharmacy’s brand. It’s important for pharmacy employees to be accessible to patients. Help them get to know you and your story, and get to know theirs, as well.
4. Stand out with social media
You might already be on social media, but if you aren’t strategic with how you’re using it to build your brand, then it might not be helping.
Be sure your voice is professional, and your posts are unique. Use social media to show what makes your business different. If your content is strong and consistent, then social media can help boost your brand.
5. Get involved in the community
Be active outside of your pharmacy. Sponsor and attend local events to share your pharmacy’s brand with community members. In helping to build your community, you’ll also help your patients see you and your pharmacy as more than just a store.
6. Cultivate trust in your brand
Pharmacists are consistently recognized as some of America’s most-trusted healthcare professionals. But building trust in your pharmacy’s brand is different from building trust as a pharmacist.
Build trust in your brand by providing expertise separate from the products and services you already sell. Share health tips on your social media pages, write a blog or host workshops. Soon, your patients will come to you with their health questions, and they’ll think of your pharmacy as a health information resource.
7. Control how your brand is used
Make sure your employees, marketers and competitors are aware of your brand. Anyone representing your pharmacy should stick with your brand guidelines, and anyone competing with your pharmacy shouldn’t copy it or use your materials (this is against the law).
Making sure your brand’s message is being delivered at all times, and knowing who’s delivering it, will help keep your brand strong.
