Welcome

Hey everybody! Welcome to the next marketing course; brand awareness. We're going to start this one off with a story. So, you're on a road trip with all of your friends and you start to get hungry, but you don't want to sit down and waste all of that time eating. You want to keep going, so fast food it is, right? Well, what’s the first thing that comes to mind? It doesn't matter where in the world you are, you immediately think of this restaurant for fast food. Their logo is recognizable anywhere. You’re rolling down the street and you can see the sign. It doesn't matter if you're close enough to actually read the words, you know which company that is just based on their logo. 

Let's take it another step further. Think about cola. There's probably two options that come to mind. You're probably loyal to one over the other. You've had them both, but you always prefer that one. That's brand recognition. Essentially, without any prompt from the brand, when you hear the name, you instantly think of that one kind. We want to create that distinctive familiarity with your patients, so that when they think of an eye care professional, they instantly think of your practice. This is important because patients are more likely to buy from a brand they are aware of. I bet you’re thinking of fast food for lunch or grabbing an ice cold cola now that it is on the top of your mind. Again, without any prompt from the brand, you're now thinking of their product, even though we never even mentioned their name. You are more likely to go purchase that product, because you're aware of it, you know the brand, and you trust it.

So, let's create that for your practice. First, we're going to discuss the importance of brand awareness and the significant impact it can have on your practice. Second, we'll talk about establishing a brand awareness plan for your practice. Third, we’ll review strategies you can use to generate awareness of your brand. Fourth, we’ll end with measuring your brand awareness plan. By the time you are done with this course, you should have a consistent plan in place to build a reputable brand for your practice.