Defining the Brand of Retail RD Programs and Services

Defining the Brand of Retail RD Programs and Services

April 6, 2016
Business Skills

A brand is one of the most valuable assets of any business; as such, it should be carefully crafted to ensure it authentically represents the business. While retail dietitians often don't have degrees or training in marketing, building a brand for your programs and services is essential to ensuring they deliver as a business model for your retailer. Crafting a brand is a shared endeavor: employees, customers, blog readers, anyone who interacts with a business has a role in shaping the brand..

What is a brand identity? According to the American Marketing Association, a brand is the name, term, design, symbol, or any other feature that identifies one seller's goods or service as distinct from those of other sellers. Brand identity is representation through the conveyance of attributes, values, purpose, strengths, and passions. Amazon founder Jeff Bezos famously says, “Branding is what people say about you when you’re not in the room." Here arefour steps you can take to start shaping the brand of your health and wellness offerings.   

1. Vision Statement: A vision statement describes how you envision your brand in the future. It should be aspirational and inspirational. Ideally, it should be one sentence. The vision statement does not explain the “how.  In developing the vision statement, identify your most important products and services as well as what you will never offer, consider how your customers would define your brand, and envision where you see the brand five years from now.

2. Mission Statement: This defines the purpose of your endeavor. It should be simple, straightforward, articulate, motivational, and easy to understand for those not in dietetics. Keep these tips in mind:

  • What are the specific market needs you address, and how do you do so? What are the guiding principles to your approach and why should clients interact with your store versus others?

3. Essence/ Emotions: This intangible concept is key to rounding out your health and wellness brand. How do you want your customers to feel when they interact with you? If possible, describe this in one word. Consider these points:

  • When your customers experience your product or service, what emotions does the encounter elicit? Does your brand have a personality? Is it lighthearted and fun or serious and all business, etc.? 

4. Value Proposition: A value proposition is a one- or two-sentence statement that articulates the unique value you and your health and wellness team brings. 

  • Consider: Your target audience and your brand promise. Define where your brand exists and call out your product. The value proposition should also instill confidence.