Pharmacy Daily | Weekly Comment 17 Oct 16: Building on brand strength

This week's contributor is Natasha Flynn, Business Development Manager for HealthDirection Pty Ltd.

A QUESTION that many members of the complementary medicines industry have been asking themselves is: how do you build a strong, reputable business that is able to adapt and respond in an increasingly competitive landscape?

Today, consumers are looking for more from their trusted brands, and that includes social responsibility and accountability. In an age of social media, and with customer loyalty difficult to hold onto, it is vital to stand out from the pack for the right reasons.

Genuine high-quality products are the foundation, but consumers also want and expect more. A differentiating point can be as simple as taking part in the greater good. After all, nobody likes someone who just takes and doesn't see the value in sometimes giving a little back. It is a demonstration of integrity and good values. It becomes a part of the brand story, where customers continue to engage because they like what your business stands for and that you are contributing to a cause that resonates with them.

You need to be clear about your business identity and sing it loud and proud. If your customers like what you stand for, like what you do and how you do it, then you are much more likely to be successful and stay successful.