Xavier Creative House

BUILD ON YOUR SUCCESS

Have a question about building a great healthcare brand? A brand problem you're trying to solve? The XCH experts are happy to share healthcare marketing and promotion insight and advice anytime.


Trademarket-ing

Dear House Rules,

I’m an attorney working with Clinical Research Organizations, CROs, who needs to propose a trademark along with their new drug application when seeking FDA approval. The process used by the FDA for screening brand/marks is different than the trademark office and there is a chance that the FDA could approve the product but refuse the mark. Marketing is not my area of expertise but this issue becomes critical in my business since it could delay the product launch. What would you suggest CROs do to vet the product branding prior to submitting the trademark with FDA applications?

Sincerely,
TradeMarket-ing

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Don’t Just Assume the Position

Dear House Rules,

I own a start-up IT business. My service capability is really diverse and flexible and I want to appeal to the widest possible audience. How do I write a positioning statement that informs as well as attracts the largest number of customers?

Sincerely,
Don’t just assume the Position

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Why Tell Your Business Story?

Dear House Rules,

As a women-owned business, I feel the journey that got me to this point in my career is an important reason why people do business with me. How can I incorporate a personal narrative into my marketing to tell my story and highlight my unique skills?

Sincerely,
Why Tell Your Business Story?

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Is it Free?

Dear House Rules,

I saw a cool design on the web and I want to use it in my business marketing. I was able to copy it and save to my hard drive. Does that mean it is free and OK for me to use?

Sincerely,
Is It Free?

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It’s Not What You Know, It’s How You Look

Dear House Rules,

As a woman-owned business, I believe the integrity of my work speaks for itself and ultimately that is how my clients judge me. I also realize that appearance does matter but don’t want to allocate too much of my budget to window dressing. How can I determine the most realistic figure to put aside for branding given my tight budget?

Sincerely,
It’s Not What You Know, It’s How You Look

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Archetype or Not

Dear House Rules,

I’m just starting out in my business and I read an article on brand archetypes and the expansive effect they have in bringing my business offering to the public. What is your advice on how to select an archetype and do you believe it is a necessity for my brand marketing?

Sincerely,
Archetype or NOT

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Sins of the Past

Dear House Rules,

Every time I bring up branding to my new business partner, she says buyer beware! Unfortunately, the last business she launched was plagued with a series of costly branding mis-steps. First, she designed her own logo based on a childhood fascination with butterflies. Next, she paid a printer to monogram countless go-to-market collateral pieces with the image. In the end, she contracted with a marketing guru to create an ad campaign that had nothing to do with butterflies and the budget was blown. I know there is a better way to brand. Can you help me overcome the stigma of our branding sins of the past?

Sincerely,
Sins of the Past

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Get It Right the First Time

Dear House Rules,

As a new business owner I have a limited marketing budget. Is there an order and priority to how a new company approaches branding? Should I start with getting a logo?

Sincerely,
Get it Right the First Time

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In the Dark Ages

Dear House Rules,

Technology is moving so fast. I used to do business with a handshake and can remember when my logo was good enough to represent me in all of my company’s marketing. Recently, someone told me I needed to brand my social media pages. Is that true?

Sincerely,
In the Dark Ages

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Something for Nothing

Dear House Rules,

My friend is very artistic and offered to do my logo for free. I would love to save the money, but how do I know if I’m getting exactly what I need? What should I do?

Sincerely,
Something for Nothing

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All That, but No One Knows It

Dear House Rules,

My start-up tech company has the patent on a tool which will revolutionize our client’s accounts receivable process. We can cut their collection expenses in half and double their success rate. The problem is, no one knows who we are or what we do, so they won’t let us in the door. Please help us?

Sincerely,
All That, but No One Knows It

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