The story beyond the icon
Nike, one of the world’s most recognisable sports brands, is not just known for its athletic products but also for its highly iconic logo. The Nike Swoosh was designed in 1971 by a graphic design student, who was paid just $35 for her work. The Swoosh is more than just a checkmark. It represents the wing of the Greek goddess Nike, symbolising speed, movement, power, and motivation. Capturing the spirit of athleticism and excellence that Nike aspired to represent. That’s where the shoe pinches (though not with Nike’s shoes) for many brands, B2C and B2B: a brand is built on a solid foundation, not just a logo.
Emotions, stories, and connections
A powerful brand or rebranding goes beyond just looking great – it’s about creating a complete experience. It’s the emotions your brand evokes, the stories it tells, and the meaningful connections it builds with people. Achieving this requires a clear strategy to guide your brand from concept to reality, or from heritage brand into a modern global brand.
Let’s take one of our case studies as an example: Care Medical. We helped them in realigning with the Saudi healthcare vision by developing a brand that places people’s hearts front and centre. Follow us as we explore how we achieved this transformation in the 7 steps to build a brand.
1. Understand your audience
Care Medical identified a need to shift perceptions from being a government/semi-government hospital to a provider that serves a diverse patient base. This understanding guided their efforts to connect with a broader audience across Saudi Arabia.
2. Identify your competitors
Through a comprehensive brand audit, we evaluated Care Medical’s market position in relation to its competitors. This analysis revealed the current brand equity and identified opportunities for differentiation.
3. Define your brand’s purpose and position
The hospital’s new positioning focuses on being a people-centric healthcare provider, emphasising that healthcare extends beyond treatment. Care Medical aims to engage patients throughout their entire healthcare journey.
4. Cultivate a distinct brand personality and brand voice
Care Medical’s brand personality revolves around four core principles: expertise, innovation, people-centric decisions, and unity in healthcare. This personality is reflected in their messaging and interactions with patients.
5. Focus on the brand name and logo
The rebranding process resulted in a name change from National Medical Care to Care Medical, highlighting the focus on care and making it more relatable for the target audience. The logo combines a heart symbol with elements representing medical professionals, encapsulating the brand’s mission.
6. Integrate and establish consistent branding
With a new visual language and brand story, Care Medical has developed a cohesive brand identity that aligns with their strategy for expansion. This consistency helps build trust and recognition across all patient touchpoints.
7. Market your brand
The launch event showcased Care Medical’s new identity, highlighting its commitment to quality care and a superior patient experience. Marketing strategies focus on engaging the community and emphasising the hospital’s unique approach to healthcare.
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Is your brand ready to scale for business success?
Branding isn’t just a concern when things are going poorly, it’s essential even when you’re thriving. To maintain their competitive edge, it’s vital for brands to innovate in line with the prevailing trends in their industry. At Skyne, we empower our clients with fresh insights, opening up a world of possibilities and opportunities.
A powerful brand can multiply your success by communicating effectively and building trust. Do you know what makes your brand stand out? How to leverage this to fuel even greater growth? Together, we can explore how branding becomes a key driver for sustained business expansion.