Branding your dental practice is an essential way to communicate to the public who you are and what you are about. This is communicated everyday in many ways: through your visual branding, the voice/tone they hear in your written content, interactions with your staff, the look and feel of your store front and the consistency that brings it all together.
So who are you? And what do you want to convey to those that interact with your dental practice - whether in person, on the web or elsewhere?
The first step is to define your dental practice brand. Ask yourself these questions:
- What is your mission?
- What sets you apart from your competition?
- What is your target audience?
- How do you want people to feel when they do business with you?
The answers to these questions and specifying your target audience will help you define the brand you communicate to prospective clients about who you are. The next step will be integrating this brand into every part of your dental practice. Let’s look at some ways of doing this.
In our digital age, many times consumers are first finding out about you through the world wide web. They do a google search for dental practices in their area and up pops your website. Right away, they are presented with a brand that includes a logo, images, colors, fonts and more. This visual communication produces in them a feeling about who you are and what you’re about before they ever read your content or interact with you in person.
It is important to put time and thought into developing the right brand in these visual elements. Getting a good, modern looking logo that effectively communicates your values as a dental practice is key. It is the visual element that will be most widely circulated and associated with you.
Communicating the right tone and voice in your messaging is important. Get a copywriter that understands your brand to write the content for your website, ads and brochures, or better yet, write it yourself. Your brand should not just communicate what you do, but who you are. Instead of using language that doesn’t sound like you, write in such a way that communicates the personality of your dental practice.
In-Person & Consistent
You’ve introduced yourself to the public through a logo and and a written tone, now it’s time to do it in person. If you’ve been honest in communicating who you are through those elements, when they meet you in person, there should be no surprises. This should be true of everyone on your team.
If your brand is friendly and inviting, a customer walking into your dental practice should be met at the front desk with someone who exudes that persona. You want to make sure your brand is consistent and reflected in everything - from how your store front and staff looks to how the phones are answered and how long a customer has to wait (see more about brand consistency with our dental marketing solutions).
Consistency in your brand in all of the areas discussed, contribute to a clients overall experience with your dental practice. From the moment they see your logo & website, to the moment they are on an exam table, everything is communicating to them who you are and what it’s like to do business with you. Take time to assess if your current brand is working and communicating what you want it to.
Click below to learn more about how design can affect your consumers experience with your brand!