Strong branding can be the difference between gaining or losing patients. At Practice Maximization, we can help you create and maintain a brand that will help your dental practice stand out from your competitors.
For more information on how to create a brand for your dental practice, feel free to keep reading. You can also reach out to our branding experts at Practice Maximization for a more in-depth analysis.
What Is A Brand?
A dental practice’s brand is made up of both the tangible and intangible things that make the business what it is. The tangible elements of a brand, often referred to as a brand identity, are made up of things like slogans, taglines, or logos. The intangible things of a brand are more related to the feeling, message, and purpose of the practice.
Branding can be broken down into the following intangible components:
This relates to why you do what you do and what makes you the best at what you do. Also, think about what you’re trying to achieve in addition to profitability.
Relationships are essential in establishing brand loyalty. Your patients are more likely to remain loyal to your dental practice if your brand's message resonates with them on an emotional level. Your practice's brand must forge a connection that is both natural and authentic. Also, remember that if the emotional connection seems forced or artificial, it will have negative repercussions for your practice's reputation.
Every aspect of a brand must align. Consistency helps to create a unified brand for your current or prospective patients and helps to avoid brand confusion. Style guides, as mentioned below, help to establish and maintain standards for branding.
Understand that the dentistry profession and marketing strategies are constantly changing and that your brand must be flexible to meet tomorrow's standards. As the years go by, it is inevitable that you will make mistakes. However, you should always be ready to change any flounders into a new opportunity for your dental practice's brand. A brand’s reaction can be more powerful than its mistake. Don’t be afraid to get creative.
Loyal patients are extremely valuable to your dental practice and brand. Be sure to acknowledge and reward their loyalty. Remember, every employee is an ambassador for your brand on and off the clock. Remind employees that they represent the business and the brand in all that they do.
Main Components that Make Up Brand Identity
A brand identity is made up of the more tangible aspects of a brand. These are often the things patients can quickly recognize and associate with your business.
- Color Scheme
Importance Of A Style Guide
A style guide is a great way to establish a standard for your dental practice and brand. For a newer practice, a style guide can help you get ideas on paper for what you want your brand to represent. As your practice continues to grow, style guides assure that your brand standards are maintained no matter how many different people work on your branding, internally or externally. They are needed for every size dental practice, in all stages of maturity and growth.
Style guides usually consist of the following:
- Tone and Voice
- Web Writing Guidelines (like structure and SEO standards)
- Social Styles (how interactions are done on social networking sites and the appropriate behavior on each of them; different platforms = different styling)
- Color Scheme
- Logo Consistency
Since style guides provide structure for creating content, they shouldn’t be too restrictive. Style guides are tools to help establish strong and consistent branding for your dental practice. At Practice Maximization, we make it our mission to help dental professionals achieve their communication objectives through powerful brands.
Call us today at (888) 292-2158 or contact us about our Brand Management Strategies here.