Do You Trust Your Brand’s Positioning?

An hour ago you were at work. Then you got the call. There had been an accident. Your 7-year-old daughter was hurt when she fell down a flight of stairs at school. She was taken by ambulance to the hospital. Distraught and distracted, you are trying to process everything the doctor is telling you about the surgery that is about to take place. Has to take place. To help your daughter. Because she’s been hurt. Something about some stairs. And a concussion. And something, some bone, was broken. “But she will be ok. ”And in this very instant, you have to trust the doctor, this surgeon whose name you can’t begin to remember, as she smiles and tells you to relax. Your daughter is in the best place possible being treated by the best medical professionals in the city. You believe her. You want to. You have to. That is your daughter she is talking about.

And you do trust her. Because you know this place. You have never set foot in this hospital before, but you know it. You’ve seen the commercials on television, the ones with the children. Healthy children. Happy, smiling children. You’ve heard the ads on the radio as you drove to work in the morning. This is the place that specializes in making children well. Kids deserve the best care available. That’s why they come here.

That is brand positioning.

Because of brand positioning, every point of contact with the public means that your brand is producing a positive result. Trust.

Positioning is the quality of a brand that makes it iconic. It is the fine-tuning. It defines your place in the market and solidifies that position in the community. It marks your spot on the map. And that spot is where all parents want their children to be for medical care.

Pediatric medical emergencies are frightening, confusing times for parents. There is so much information to process in a brief period of time. A foundation of confidence needs to be laid in advance. Brand positioning provides that foundation.

With it, the trust comes naturally.