3 Keys to Better Medical Device Branding

Developing the right brand identity for your product is neither simple, nor is it a science. However, the right process will help ensure that time spent on the front end generates continual dividends over the life of your product line. A successful branding process can’t be outlined in one short blog post. However, as you evaluate potential partners to help guide your brand development, you should expect to be able to answer these questions (and they should be asking them!):

Know Your Purpose

If you ask 10 people within your organization about the purpose of your business and they respond with 10 different answers, you need to clarify your purpose. This is more than just the specific functions of any single device; it is your reason for being, the difference you make, and how your customers should feel about it. This is the core of your identity as a company and the solid foundation upon which your brand is built, informing logo design, messaging and your product name. Without it, your device could just as well be any product in the marketplace.

Know Your Audience(s)

You and your team can probably talk easily and at length about your device and why it’s exciting. But the key to developing the right brand identity is not why it’s exciting to you; it’s why your device should be compelling to buyers. Do you expect hospitals to buy it? If so, think about it in the context of the purchasing manager, or CFO, who are considering how your product will provide financial or operational benefits. Will doctors and/or clinicians use your product? If so, clearly communicate how it will make their lives easier. Put yourself in the position of your customers and users, or you may find yourself with little more than a solution in search of a problem.

Insist on Consistency

Within six months of putting your brand on every representation of your device – from your website and sales collateral to your packaging, presentations and other communications – you may find yourself getting a bit bored with it. In fact, you may decide it’s time to change or evolve your brand. Resist that temptation. About the time you’re starting to get bored, your customers are likely just beginning to grasp your brand. Don’t take that away from them. Remain true to your identity and insist that your entire team do so as well, so that your customers recognize and embrace your brand.

When you bring a full understanding of purpose, audience and consistency to the brand development table, you can help your marketing partner stay focused on what’s most important to your business, freeing them to develop the right approach to your new device launch.