An effective brand system supports your biotech company by maintaining a specific connection and balance to the market and social relations.

Many companies have clear and powerful branding tools, yet these can be lost when a company increases in size or expands worldwide.  Make sure that your branding materials are a strong and coherent reflection of your biotech company. Here are my 5 tips to help you maintain your branding system.

1. Logo vs. Brand
Your company’s logo is definitely an important element to your branding, but it’s not everything. The branding system is the emotional and psychological connection between your biotech company and its investors and clients. Consistent with your logo, your brand should reflect your company’s distinct personality.

2. Strategy First
Building a strong strategic foundation is essential when starting a new company or evolving an existing brand. A comprehensive brand is based on these different elements – mission, promise, values, personality, attitude, position, structure and messaging. All of these elements matter to your audience and can provide a stable brand foundation.

3. Original Photography
By using random stock photography instead of original imagery, you are increasing the chances of your biotech company looking similar to others in your industry. Original photography will help you develop and tell your own unique brand story – allowing your brand to stand out from the rest.

4. Your Distinct Voice
The voice of your biotech company is another powerful tool that distinguishes you from competitors. The language you use should clearly communicate your company’s personality and values. Be sure to have consistency among your different audiences and throughout all of your branding and marketing efforts – from your advertising to collateral, website to blog.

5. Targeted Messaging
While it’s always important to be consistent, but make sure your messaging is also targeted to the individual needs of each significant audience. This will present a more meaningful brand experience your investors and consumers.

If your company is experiencing growth, expansions or it’s been some time since you have reviewed your brand system, take time to evaluate it. Your brand is one of your biotech company’s most valuable assets. Make sure your branding system continues to reflect your own unique position and personality.