In this economy, a life science brand strategy that helps you stand out from the competition isn’t a nice-to-have. It’s your pipeline foundation.
But what is a brand? How does it differ from branding? How do they impact life science marketing? Let’s break it down.
What Is a Brand?
The first part of a life science brand strategy is a brand: the culmination of all perceptions, feelings, and associations consumers have about a company, product, or service.
In other words, your brand is your audience’s gut reaction to your company. That reaction could be based on relationships, experiences, stories, beliefs, behaviors, and more. Think of it as an intangible asset, built over time through consistent actions, experiences, and communications.
Your brand can be associated with positive experiences, loyal customers, or unique positioning that differentiates it from competitors. But, if you’re not careful, your brand could also be associated with negative experiences or perhaps even worse, nothing at all.
Brand Vs. Branding
Though often used interchangeably, brand and branding are not the same thing.
Branding is the strategic process of shaping and influencing your audience’s gut reaction to your company (your brand) by grabbing attention, communicating a consistent and compelling message, and fostering a strong emotional connection with your target audience. To establish what makes you unique, it should include elements like:
- Brand Messaging
- Brand Visuals
- Logo and Tagline
- Visual Identity
- Unique Value Proposition
- Customer Voice
8 Reasons Why Brand and Branding Are Important
1
It takes just 0.05 seconds for someone to form an opinion about your company – your brand is that first impression.
2
Your branding shapes how people perceive your business before you ever speak to them and differentiates you from competitors, helping you stand out and stay top of mind.
3
It takes 5 to 7 impressions for consumers to remember a brand. Branding builds recognition from consistent and impactful visuals, messaging, and tone.
4
90% of American customers buy from brands they trust. 87% will pay more for products from a brand they trust. Nothing builds credibility and trust like professional and cohesive branding.
5
Branding creates emotional connection, shaping how people feel about your business in addition to what they know about it. And customers with an emotional connection to your brand are worth 52% more than highly satisfied customers.
6
Clear branding ensures all your campaigns, content, and outreach feel aligned and intentional, guiding and simplifying marketing and communication.
7
A strong brand drives loyalty because customers return to, refer to, and advocate for brands they believe in. A strong brand also creates loyalty and unity internally, which, in turn, builds consistency and momentum across departments.
8
Brand and branding add long-term business value. Brand equity can be a major driver of growth, valuation, and acquisition potential.
Life Science Branding Examples
Why Are Brand and Branding Essential in Life Sciences?
Brand strategy is a critical component of life science marketing success, perhaps more so than in any other industry. Here’s why:
- You’re Marketing Complexity – Whether it’s clinical trials, diagnostics, manufacturing, or therapeutics, strong branding helps translate your complex innovations into messaging that’s clear, compelling, and accessible. Science doesn’t sell; stories do.
- Differentiation Is Difficult – With many companies offering similar services or platforms, your branding is what sets you apart in a sea of sameness.
- You’re Selling to Experts – Decision-makers in life sciences are educated, skeptical, and, most importantly, risk-averse. A polished, consistent brand reinforces your professionalism and reliability.
- You’re Speaking to Multiple Stakeholders – From investors to CROs to regulators to trial participants, a cohesive brand ensures every audience gets a clear, consistent impression of who you are.
- A Strong Brand Supports Growth – Branding gives you the visibility and credibility to scale, whether you’re launching a product, entering a new market, or seeking acquisition.
- Trust Is Everything – Life science companies operate in high-stakes, highly regulated environments. A credible brand helps build trust, which eases feelings of risk and turns leads into customers.
- Reputation = Revenue – Life science is driven by referrals and reputations. A strong brand builds awareness, loyalty, and long-term value. In fact, consistent branding can increase revenue by up to 20%.
Life Science Branding & Lead Generation
Brand and branding are more than just pretty colors and poetic taglines. They are essential for lead generation. But how?
Stay tuned for our next blog in this series: “The Brand Awareness-Lead Generation Connection.”
Ben Rowe