You may think you stand out from other dental practices—but do your patients? Your dental practice’s brand story is important because it creates distinction, affinity, focus, and personality. As a professional dental marketing company, we see practices all the time that lack a brand to drive their practice forward. Let’s take a look at how you can continue to grow your dental practice through a brand story.
What makes you stand out from the dental practice down the road? Do you say something like, “We are a dedicated staff, a skilled team, and offer excellent service”?
As a professional marketing company, we have to let you know that’s not a brand story—that’s just basic groundwork. Every dental practice prides itself on these overused taglines to promote their service, experience, and team.
Now, if you were a patient looking for a place that could treat your dental crown, which practice would you visit?
- We’re a dental practice that prides ourselves on great service and experience!
- We’re a family dentistry that has placed more than 10,000 dental crowns since our beginning.
Obviously number two, right? They don’t just say that they have the experience—a piece of their story shows it.
Building a brand story is about communicating knowledge of who you are and what you’re capable of to your patients. Yes, it’s important that they know you have great service and a quality reputation, but you need to also give concrete story details that show that.
A few examples are:
- Patient reviews
- Video testimonials
- Professional blog content
- Strong service pages
Try to use actual examples, rather than general abstractions. Saying you’re a quality dentist is a lot less powerful than sharing a patient’s story about how you helped them overcome their fears of visiting the dentist.
Imagine you’re super hungry and trying to find a place to eat. It’s been a tiring day, and you just want some food. Are you more likely to try a new place that could be really bad or stick to what you know and go to your favorite restaurant?
Chances are good you’ll choose your favorite restaurant, and the same response is even more likely when it comes to your oral health.
When people have a dental emergency, do you think they’re more likely to try out a new dentist or go to a dentist they have an affinity with?
When it comes to a brand story, brand affinity through localization listing is a way to be in the back of people’s minds so that when the time comes, your practice is immediately moved to the front of their minds. Even if you’re not the dentist they know, you’ll still be on people’s minds when they start to explore other options.
By maintaining a presence, your practice can maintain an affinity with people so that when they need to visit the dentist, you’re one of the first places they think of.
Your brand focus is also known as your brand mission. When it comes to the story of your brand, the mission and focus are what drive you forward.
You may want to be a dentist people trust, feel comfortable at, and can depend on, but what do you hope to be in 10 years?
Hopefully, all of your positive qualities get cemented in place, but we also hope that you continue to grow your brand story.
In 10 years, you may hope to grow your team, transition into being a full family dentistry, provide free care to children in need, be known as a leading practice in dental research—the list could go on and on.
As a dental marketing company, we like to start putting ideas in motion early, so that as your practice takes shape and grows, you’ll be able to walk in full stride rather than stumble.
A brand mission also helps you stay focused when it comes to tough decisions. If you’re given two really great options like launching a second location or buying new high-end equipment, your brand mission will help you prioritize which option should come first. Both options may be good, but creating a hierarchy through a brand mission keeps your dental practice on track.
When it comes to your brand story, brand personality is all about the things people relate to you, your team, and your facility.
If you’re a children’s dentistry, are you the place that’s fun and has cool animal themes all over the practice? If you’re a family dentistry, are you known for your knowledge and expertise? Are you the dentist that people love seeing because you have a way of putting nervous patients at ease?
The personality of yourself, your team, and your facility all gets factored into your brand personality and story. These are the traits that help pour into the rest of your narrative, and they’re what excites future and current patients alike.
Ready to Start Your Brand Story?
If you’re ready to take your dental practice forward, Practice Maximization is here to help as your dental marketing company. Don’t hesitate to reach out and contact us online or by phone at (888) 292-2158 with any questions. We’ll be happy to set you up with a free consultation to show you how we could elevate your practice to the next level.