Why Branding is More Than a Logo
- Alan Zaia M.Ost
- December 7, 2022
- Branding
Branding is more than a logo
A logo is an important tool for any osteopathy business and should be carefully crafted and managed to ensure success, but it’s commonly mistaken as the only aspect of what makes a brand.
Branding is an essential part of a business’s identity and is vital for establishing patient loyalty and trust. Having a strong brand allows businesses to stand out from their competitors and create an exceptional patient experience that they can’t help but share with the people they know.
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What makes a good osteopathy logo?
When an osteopath creates a logo, it is only the beginning.
A logo is just the tip of the iceberg when it comes to branding.
It’s important to think of the logo as a visual representation of the brand, with the brand being much more than the logo itself.
A brand should be built on a strong foundation of values, culture, messaging and clinic experience.
Sagi Haviv, a world-leading designer, has a few key principles when it comes to designing a good logo. He believes that a good logo should be:
- Simple – so that it can be easily recognised and remembered.
- Appropriate – so that it suits the brand personality.
- Distinctive – so that it stands out from the competition and be easily associated with the business.
Why you need more than a just a good logo
As branding legend Marty Neumeier says: “A brand is a person’s gut feeling about a product, service or company.” As you can imagine, it’s hard to influence someone’s gut feeling through just a logo.
A good brand should have a consistent message and tone that patients can relate to, connect with and recognise. You should ensure that everything you create for your business is designed with your brand in mind. Whether it’s business cards, leaflets, posters and other printed media, or signage, interior design and other things patients will experience.
The deeper meaning of a logo
Branding is also about creating an emotional connection with patients. It’s important to tell a story and create an experience that resonates with patients. This can be done through visuals, language, design and experiences.
For example, we worked with Laura Dunell of The Osteo Space over multiple ZOOM sessions to discover more about her personality, values, ambitions and the patients she loves to treat.
With a dream of owning a clinic that warmly welcomes everyone with a fun and youthful vibe and makes her patients excited to come back, Laura expressed how she wanted a laid back, yet professional approach to healthcare.
With this information, we created her brand elements, including her logo.
You can see how wrapping the text around the circle featured in the logo represents Laura’s values of Joy, Quality and Balance.
Overall, branding is much more than a logo. While it’s an essential tool for any osteopath and requires careful crafting and management to ensure success, it’s meaningless without the entire brand.
Is it time to build a brand or rebrand with the Osteohustle team?
Written by Alan Zaia M.Ost
Founder & CEO of Osteohustle. You’ll find Alan coaching osteopaths, travelling in a van or writing our weekly newsletter, The Hustle.
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