If your child has a 102 fever and you run to the drug store, do you ask for acetaminophen or Tylenol? Tylenol has a 30-year history of building its brand and reputation as a safe, trusted fever and pain medication with a tamper proof seal. That’s why when your child has a fever, you think of Tylenol first. In fact, Tylenol may be the only brand you would trust for your child.
You might not have 30 years and millions of dollars to hand over to a branding/marketing company but with a little reflection, you can easily find your distinctiveness.
“Distinct” is the key concept when separating your practice from the herd. To make your practice stand out as top of mind when searching for a dentist ask -what is distinct about your practice?
Part of creating your brand’s distinctiveness is using the core elements, including logos, colors, taglines and advertising style consistently. However, in your practice the core elements are literally tied to everything you and your staff do.
There’s a common expression, “people may forget what you say, but they will always remember how you made them feel.”
Your front desk staff creates your patients first and most delible impression. A kind, helpful and patient receptionist will go a long way in helping you build your brand and increase your business. Similarly, a disengaged or abrupt front desk staff will lose clients and destroy your businesses reputation.
If your practice is geared to children, does it look like something a child would find intriguing? Or is it clinical and sterile? How does it smell? How do you and your staff dress? What impression does the outside of your building portray? How about the waiting room – what is the look and feel patients get from their first impression. Is the branding of your office consistent with the look and feel of your website or Facebook Page?
Every one of your patient experiences either contributes or detracts from your brand.
Here are five “best branded” dental practices that have created distinctive niches;
Good branding means you are focusing on what makes you and your practice distinct. The value you create starts with a little reflection from your heart, mind and imagination and spills over into everything you and your practice does.
This in turn, attracts the clients you like to work with, who value you, your staff, and your services. When patients value your services, they are willing to pay for them and will refer friends and family. Good branding is good business.
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