Who Cares About Brand Apathy?

Two dozen clinics in your city, each one named some version of the phrase, “Urgent Care.” Pick one; any one. It doesn’t matter, right? They all seem the same.

Seeming isn’t being.

I know someone who worked as a barista at one of the nation’s largest chain of coffee shops. I won’t say the name but think green. You can walk into any one of these shops in the country, in the world, actually, and order your favorite version of a latte. And, each time, it should be made the same, correct? But it isn’t. Every different shop we went into, my friend would point out the differences. That’s because she noticed them. Things she was taught to do – or not do—that were being done differently right before our eyes. Standards that were either being met, exceeded – or ignored. She noticed. She had very acute brand awareness.

We’re all guilty of brand apathy. We use a product because we always have, even when there may be something better on the market. Our shopping has become so routine we don’t bother to try something new. Whether it’s a cup of coffee or a Quarter Pounder with cheese, most of us don’t taste the difference.

We should.

Being brand-aware can lead to greater satisfaction. I don’t have to spray and wipe my stovetop twice. Product X cleans it right the first time. I’m glad I tried it. And I don’t have to accept my latte when it tastes like the barista forgot the extra vanilla or my burger came without pickles. I care enough to say something about it. And, just maybe, those employees will care enough to learn from their mistakes.

Being brand-aware can give you more than a shiny stovetop. In the case of healthcare brands, it could even save your life. Learn the difference between “Urgent Care” clinics before you need one. Because when timely care matters most, what you don’t know about a brand really could hurt you.