One of the agency's main responsibilities remains turning a client's product—a molecule, machine, or service—into a professional brand. Every major medical advertising agency takes a lead in creating a brand that has a distinctive identity, a personality that's a part of its enduring image. The net result of the branding process is the brand essence, which is a distillation of the brand identity and encapsulation of the brand values. It encompasses how customers feel about the brand, how they perceive its qualities and benefits. The brand essence becomes the framework for the brand culture and for all communications. Given the increasing use of integrated communication approaches, branding is one of the most important aspects of a commercially successful product. Done properly, branding is the cement that guarantees that a brand's identity will survive and thrive no matter where the professional or patient encounters it. The medical advertising agency must always be the safekeeper of the brand.
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