Branding isn’t just for the big guys.
Karen and I were recently talking about our logo development product … do dentists really care about a logo … it’s not like we’re talking Nike after all. She sat silently doodling on her page, then lifted the page and said “what’s this?” … she had doodled what I could clearly identify as the logo (not the name) of a small retailer in our city, all of us who live here would recognize it instantaneously whether on the storefront, in a mailer, a newspaper ad, even a messy sketch … eliciting immediate recognition of the brand it represents.
While your brand is so much more than a logo, having a distinct image that says “THIS IS MY BUSINESS” to everyone who sees it, especially in an increasingly visual world, is more vital than ever. If you haven’t played any of the logo games with your kids yet, ask them to show you tonight. I guarantee they’ll be able to bring one up for you and you’ll be amazed at how easily you can get drawn in, how much these company logos are not only recognizable to you but the emotional response that is triggered when you see them.
Branding helps you stand out from the rest and your logo is quite a significant part. It’s a symbol that will provide prospects and patients with instant recognition and a baser understanding of what your business is about. Supporting your brand image with a monthly patient or direct mail newsletter is a potent branding tool because you can expand on what makes your practice the first and obvious choice …
Whether you’re thinking about improving your practice brand or creating more community awareness, consider how you can market your “brand” so that it is recognizable by more and more people. This is particularly important as a dentist offering what patients can perceive as a similar service or product. Did you know that Bed Bath & Beyond haven’t changed their direct mail postcard since 2002? People recognize it, they know all about how it works and that recognition builds business.
Think about it, before a patient will book an appointment with you, they need to be seeded about why they should see a dentist, and then why they should see you … the job you have done branding your business image will create positive, negative or no response. Branding is a way to build an important company asset, which is a good reputation. Perhaps your practice has no reputation or a less than stellar reputation – if your marketing campaigns are extremely consistent and work to build a certain expectation, generate awareness and continue to develop your brand you will encourage more people to take you up on your offer.
When you build a strong practice image and “brand”, everything you and your team does, everything you produce and provide should reflect your brand values as a whole. Your logo will support your brand strategy by communicating what your brand is, attracting the type of patients you want. If you don’t get that special feeling when you think of your brand image, perhaps it’s time to consider repositioning your market image.
I’ll leave you with this great headline “we spend most of our lives trying to fit in, when the only way to get ahead is to stand out …”
Standing out in your marketplace will help you win more new patients. For more information about strengthening your brand awareness in your community, please contact us at 888.377.2404 between 9-5:30pm est for a free consultation.