A brand identifies a good or services as distinctive from others—think of the original use of branding as a way for ranchers to identify cattle from various owners. Having a distinctive brand is especially important when many similar businesses compete in a single marketplace. For instance, a restaurant’s branding helps you to decide whether it is the perfect location for a romantic dinner, a great setting for a group celebration, or an easy option for an early supper with young children. The restaurant’s brand singles it out in a crowded marketplace, much as the cattle brand separates one steer from the herd.
The brand of a particular dental practice will be informed by the owner dentist’s philosophy of dentistry. Having a target makes it easier for your brand to take aim, shifting your focus from a “one size fits all” approach. Here are three tips adapted from ADA New Dentist News:
Good Graphic Design is a Good Start It’s true—everything from the practice website to the reminder postcards benefits from having a consistent graphic identity. This means fonts, colors and images must all work together harmoniously, and that is a job for a professional, not an ambitious amateur. Just remember that they are the expert designers, and you are the expert dentist!
Every Encounter Makes a Difference But a brand is more than distinctive visuals. The way the team answers the phone, greets patients when they arrive and schedules follow-up appointments are all touch points that communicate your brand.
The Dentist is the Most Important Part of the Brand A logo or slogan is not what makes a practice successful. Your patients and your team will look to see if your actions are in alignment with your brand. Activities such as attending community events, shopping and dining locally, joining the Chamber of Commerce, and connecting on a person-to-person basis offer proof that you fully support the ideals of your brand.