With the increasing competitiveness among brands, it has become necessary for every medical company and institution to have a special identity that leaves a mark in their customer’s minds and distinguishes them from other brands.
Building a visual identity is an important step in digital marketing. It distinguishes your brand with a unique story in the minds of clients, highlights your prominent medical features, and glorifies your services in a way that stays with the patient.
Creating this visual identity consists of many factors that control the execution of a coherent identity (with a vision and long-term goals), which includes a logo and the right color scheme for the institution and other factors discussed in detail in this article.
Healthcare organizations’ visual identity includes all the visual elements that together create the final image that represents your brand to the patient.
It is more than just colors and designs. Brands with a visual identity corresponding to their goals have a more effective impact on their audiences.
Your visual identity is a subtle reflection of your medical institution, so you need to devote time and research to ensure that it represents your goals accurately and positively, and that it remains consistent with your spoken and written message.
To ensure the highest profit from your visual identity on social media, Upper Medic provides you with the following simple steps for visual identification:
1- Identifying the target audience
Defining your target audience helps you understand their desires and needs, so you can perfectly present your brand to them in a captivating way.
Always remember that the visual elements of your brand are intended for your customers, so make sure your brand remains perfect in their minds. Before you define your brand's visual identity, you need to understand your audience and know what is appealing to them.
Define your audience by analyzing the market and the competitors who provide the same services. Your research must answer the following questions:
- What is their age, gender, job description, income, and educational level?
- What does their personality look like? What hobbies and interests do they have?
- What kind of lifestyle do they live in?
- What are their daily fears?
- What solutions are they looking for?
- What other brands do they like?
So your visual strategy begins with understanding who your target patient is. If you don't know this, then all your visual branding and digital marketing efforts will be obsolete.
2- Choose a suitable logo for your activity and goal
The process of choosing your organization's logo may require time and effort. Remember that this logo will represent you on social media and it will be printed on receipts and on-ground, so make sure to select an original and distinguishable logo to leave an impact in the minds of patients.
3- Determine the colors to represent your activity
Why do opposing teams wear different colors?
As with clothing, the colors of your organization, speak on your behalf. Colors can set you apart from your competition, show your affiliation with an industry, and guarantee responses from your patients - all at the same time.
Looking at any well-known brands, we find that customers associate them with a distinctive color. For example, when looking at the color red, Vodafone immediately pops in our minds.
Therefore, Upper Medic always advises you to choose the colors that will represent your organization to make your brand more memorable. For example: If you are a nutritionist or work in the sports field, the color that suits you is green or yellow, because they leave the impression of health and vitality.
If you look at our site, for instance, you will find that we use different shades of blue for the logo, text, and website design; of course, this is not a coincidence.
4- Choose a language that matches your brand identity
In addition to choosing the colors and logo, you should also pay attention to the language used to write content on your online pages.
For example: If your profession is serious such as treating heart diseases, you cannot use comic and satirical tones, but you should maintain a professional medical language. Whereas, if you have a clinic to treat obesity and fitness problems, the language used is a friendly, light language that can be fun.
Upper Medic advises you to look at the way the target audience deals and communicates, and use the same language when dealing with them; to avoid falling into the marketing gap between the institution and the public.
5- Use pictures related to your activity
Using images related to your activity helps new and existing patients digest your practice deeply and easily. When designing your website, choose your photos carefully, to avoid confusing and misleading the audience.
Images can speak more than 1000 words; when carefully selected and aligned with other elements of your brand building strategy and virtual identity.
Whether you are creating pictures or buying from stock platforms, you should choose accurate images that complement the tone of the other elements in your visual identity.
The main goal of using images is to emotionally connect with the patient visiting your website or page on social media, which builds mutual trust between you and your audience.
When you’re choosing photos, Upper Medic suggests that you ask yourself the question "What do you want your audience to feel or think about when encountering your brand?" The answer to this question will make the process easier. But always remember that visual messages have more impact on clients than written ones, which increases your reach.
6- Create a strategy to use all elements of your visual identity
Despite the importance of choosing logo, colors, and language as well, they are considered useless if they are used randomly.
Upper Medic is interested in creating a clear marketing strategy to present the aforementioned factors to create an attractive identity to easily communicate with the patients the goal of the services provided by your organization.
When building your visual identity, we advise you to make sure to provide the following points:
To avoid being caught in the fierce competition of the field, you must ensure that there is something that distinguishes your brand from competitors. By analyzing your competitors deeply and knowing their identity, you can create a unique brand for yourself.
2- The test
You must test and improve your visuals in order to reach a level that resonates with your patients.
To avoid confusing your patients visiting your site and to make them recognize your brand, each element of your visual identity must be identical and interconnected.
When implementing the above elements under the supervision of talented creative managers and designers, you’ll achieve a coherent visual identity that expresses your brand.
The visual identity of your brand should be visible in your on-ground and virtual presence, whether on the digital platforms or in printed papers of your medical institution.
Your visual identity needs to be updated regularly. Over time as your brand’s philosophy transforms, your visual identity must evolve.
Even 100-year-old brands like Lufthansa are continuously improving their brand’s elements to attract more audiences. Adapting your visual identity to changes - while staying true to your vision and principles - will ensure that your brand always reaches its goal.
Thinking of creating a visual identity for your brand? Is it time to update your brand identity? At Upper Medic, we would like to get in touch and know more about your brand goals.