The Key Elements of Crafting a Winning Optometry Brand Proposition Strategy

In a previous post, we emphasized optometry brand proposition is a statement that explains why a patient should choose a specific optometrist or buy a certain brand, product, or service. The brand proposition should be a combination of functional, social, and emotional benefits that convince potential patients that your services will meet their needs or satisfy them better than your competitors’ offerings. It is important to note that a brand proposition should not be confused with brand positioning, which relates to the brand’s position in the market relative to another brand.

To generate commercial growth through marketing your brand proposition, you need to focus on three factors: customer relevance, competitive differentiation, and practice authenticity. Customer relevance is all about understanding your patients’ segments and needs. You should strive to make your brand appealing to their needs and “jobs to be done.” Additionally, patients’ needs and jobs change over time, so you should always make sure your brand remains relevant to their changing needs.

Competitive differentiation is crucial because there may be several brands that are relevant to the patient. You need to highlight what sets your practice apart from the competition and effectively communicate this message to your patients. Doing so will help you differentiate your brand and set it apart from other similar services and products in the market.

Practice authenticity is equally important as being able to stay relevant and differentiate your practice from the competition. Your brand proposition should be authentic and perceived as such by patients and staff. Proven expertise in a specific procedure can help establish credibility and authenticity. It is also essential to be authentic in the services your practice excels at. Practice authenticity is akin to a brand’s DNA, which remains at the core of the brand’s proposition and does not change with personnel replacements or staffing changes.

Denise Lee Yohn’s book “What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest” outlines the seven key principles that successful brands follow to differentiate themselves from competitors and build a loyal customer base. These principles include a clear brand vision, a unique brand personality, consistency in brand execution, a focus on customer experience, a commitment to brand engagement, the ability to evolve over time, and a dedication to staying true to the brand’s core values. Through in-depth case studies and real-life examples, Yohn shows how these principles can be applied to any brand, regardless of industry or size, to create a strong, enduring brand that resonates with consumers. If you stick to the core of your brand proposition, you can build any product and adapt to your patients’ needs without being dependent on specific employees.