REFINING YOUR BRAND
“A brand is something that has a clear cut identity”
In Part 1, we defined what a brand is and what it is not. The argument was made that if you are a rehab and performance specialist and have a tangible skill set, you have a brand and you need to own it.
Part 2 highlighted the key aspects of personal branding and a framework to use to intentionally develop your brand in the rehab and performance space.
Part 3 will now delve into what you can do to help refine your brand. While not an all-encompassing list, I have witnessed in the world of branding and marketing how these points can help enhance the quality of your storytelling, the expectations you set with patients and colleagues, the memories you create, and the relationships you build.
1. ATTENTION TO DETAIL
Recalling my time at a branding agency, I am reminded of the meticulous process that unfolded to launch a new website. Countless meetings were convened to deliberate on logo positioning and scrutinize color patterns. Why this meticulousness? Because these intricacies collectively shape the user experience. It’s no different when we take the same approach when assessing a patient or athlete in the rehab or the performance setting. You don't skip posture or your movement exams, in the performance space you don’t skip baseline testing. Why? Because the details help the practitioner understand the patient’s/athlete’s story that help guide you to suggest the most appropriate treatments and/or training.
TIP: THE DETAILS TO CONSIDER
How was the patient or athletes first interaction with yourself or your company? Was it easy for them to get in contact with you? Was it easy to get an appointment?
How easy was it to find the clinic or gym? Were the directions clear and concise?
If you have a website, how easy is it to navigate? Is it intuitive for the user to know where to click? Does the viewer know who you are and what you stand for by just looking at the homepage?
What does your resume look like? Can someone easily navigate your career with just a quick glancing at it?
2. HUMANS ARE VISUAL
The world's premier brands use the power of visual content to tell a narrative. As a brand consultant, I worked for an agency that used the power of architecture - events, pop-up stores, and convention spaces - to articulate the brand's story. How might this approach be used in the rehab and the performance space? Consider how often patients and athletes have asked about their imaging results, why? These visual images tell a tangible representation of the ‘what’ and ‘why’. While we acknowledge that imaging doesn't always convey the entire story, we can employ the same visual strategies with the aid of technology to tell a story. Using visual aids during objective testing such as Video Replay, Force Plates, Handheld Dynamometer, and Isokinetic Testing are tools that can be used. Not only are these visual tools, but they keep you and the patient/athlete accountable.
TIP:
Consider collaborating with a videographer or photographer. There are plenty of students that are talented and eager for a chance to create. You don't need to break the bank with a professional right away. Whether it is a logo, website, or enhancing presentation slides, team up with and collaborate with a designer. Platforms like Fiverr are excellent starting points. Designers provide perspectives and expertise allowing for more visually appealing content.
3. LESS IS MORE
Select your favorite brand, analyze their logo. Now go to their website - more often than not you’ll find it’s simple and streamlined. Less is more when it comes to branding. This is also the case in rehab and performance. Offering a patient 5 new exercises is not as impactful as giving them 1 that they can master and consistently adhere to. Often, it's the simple programming with basic principles that are most effective. I remember early in my clinical training I had the tendency to conduct every special test during an objective examination. Yet, over time, I realized that much of that effort did not alter my clinical judgment - it simply took time away from treatment and education. The same extends to technology in the performance sphere, identifying and only applying the key objective measures that hold significance for patients/athletes and teams.
From a career context, less is more, make sure the experiences you share directly relate to the job you are seeking. Nothing discourages an employer more than sifting through ten unrelated experiences. Your career trajectory should unfold as a purposeful narrative. If your aspiration is sports, your experience should be streamlined to reflect your familiarity with sports.
TIP:
When you are designing a website or logo, less is more. Consider that users often have seconds to visually understand who you are and what you represent. Additionally, ensure basic information on the website, for example, contact information is effortlessly accessible. Users shouldn't struggle to find the basics. This principle extends beyond the digital realm. Envision your office or gym space. Prioritize cleanliness and simplicity, while assigning distinct purposes to each area.
4. “Riches are in the niches” - Pat Flynns
Most likely you have heard the popular quote by Adam Savage “Jack of all trades, master of none”. Likewise, we’ve all observed those companies attempting to be all-encompassing only to find themselves unable to excel in comparison to companies that focus on doing one thing great. Why are some of the bigger department stores struggling while others are thriving? Take the now extinct Sport Chalet. The company lacked a defined niche within the competitive sports market. REI, on the other hand, clearly has a defined niche of high quality outdoors gear. Brands that carve out a distinct niche invariably position themselves more favorably amidst a landscape of options.
We all have passions within our individual professions. Those passions are sure to change throughout our career. The key is to follow each passion and own that niche and master that craft. By finding and owning it, people will seek you out for being great. If you are a strength coach and really enjoy coaching speed, or a rehab professional who really likes rehabbing ACL’s, own it and master it! Don't try to “know it all”, this is why you have a team you can collaborate with.
One of the best ways to strengthen your personal brand is through partnerships and collaboration. Partnering can improve patient/athlete success as well as help you develop professionally learning new skills and challenging your clinical reasoning.
The biggest brands in the world know this best. There's a reason marketing and branding agencies exist. It is because big brands know that they need to collaborate and partner to be able to discover, communicate, and deliver a better brand experience. As big as Nike is, there's a reason they partner with creative agencies to help them gain additional perspective on their brand and to deliver the best branding and marketing experience they can.
The same goes for rehab and performance specialists. Partnering and collaborating with other professionals is the key to success. Not only does it lend itself to the best care for the patient and athlete; it aids in your growth as you learn and are challenged with different approaches and hopefully are able to gain honest feedback.
TIP:
Many global brands excel at collaborations — consider Nike + Tiffany and Co., or Adidas + Gucci. What is the rationale behind brand collaborations? The coming together of two platforms creates prestige, awareness, and generates a narrative that captivates audiences. How can Rehab and Performance specialists emulate this approach? Envision partnering with colleges or other professionals (Physical Therapist, Athletic Trainer, Strength Coach, and Sports Dietitians). This could encompass creating and delivering joint presentations, research endeavors, guest lecturing, podcasts, or volunteering initiatives. Such partnerships foster heightened awareness of your brand while also providing valuable insights for the profession but also your fellow colleagues.
5. LASTLY, BE DIFFERENT
This doesn’t imply altering your treatment or programming method. Please continue adhering to evidence-based practices and implementing the latest research. Rather, the emphasis lies in embracing your individuality and uncovering your authentic style. All too often, individuals attempt to establish a brand that closely resembles others in the field – whether it’s appearance or even name, think of how many physical therapy clinics or gyms have carbon-copy names or even look similar.
It's important to remember that you possess a distinct voice and a style that is exclusive to who you are. During my journey as a mentee, I faced the challenge of continually comparing myself to my mentors based on their treatment approaches and patient interactions. I had a pivotal experience when one of them told me that “I needed to find my own voice and style.”
TIPS:
Be confident in being different, embrace your unique approach, be genuine, care about the people around you, and by doing so you will naturally enhance your personal brand.
I hope you enjoyed reading this three-part blog and gained a couple of insights that you can apply in your practice.
MEET THE AUTHOR: chris meinhold
Chris is passionate and an advocate for post graduate mentoring. He completed his Fellowship in Sports and Manual Therapy and an Orthopedic Residency. Currently, he mentors students and new graduates as an adjunct orthopedic professor. He is a graduate of Azusa Pacific University's Doctor of Physical Therapy Program and UCLA, where he earned his bachelor's degree in Communications and was a student athlete. Chris is also part of the USA Ski and Snowboard medical pool, specifically working with the Para Snowboard Team. He and his wife are based in Southern California and love traveling to find good snow to ski, and waves to surf.
Follow Chris:
Email: chris.meinhold@gmail.com
Instagram: @chrismeinhold
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