The funny thing about “brand resistant” audiences

"I'm not influenced by branding or marketing. I only look at the data."

Sometimes companies will hear this from customers in market research or in the field, and they'll believe it. They shouldn't.

It may seem paradoxical, but for "brand resistant" audiences like clinicians and researchers, being intentional and focused around your brand is vital, whether you're working on an ad campaign or any other type of communications.

1 - Branding is not just about marketing or advertising.

Branding is about relevance and differentiation. Establishing your brand position, its value and meaning, and its uniqueness is the jumping off point for all of your communications, from traditional advertising to your website, sales deck, investor deck, and white papers.

2 - Skeptical audiences are often deep and independent thinkers.

It's good to challenge them. They are often open to new ideas and new ways of thinking, whether that comes from a marketing campaign, a colleague, or independent research. A strong brand is a succinct way to communicate your value and relevance, helping these audiences make informed decisions from a wide variety of sources.

3 - People, even clinicians and researchers, are social animals.

They drink Coke instead of Pepsi. They drive certain cars and wear certain clothes. Brand choice often reflects who we are and what we value, including the technology and tools we gravitate toward and adopt.

If you are intentional about your brand, you will reach even those skeptical audiences. When you know what your brand stands for, why it’s relevant to your key audiences, and how it’s differentiated in the marketplace, you’re better positioned to reach even those who say they don’t pay attention to brands. Because they do.