Most Dentists spend very little time on building their brand. Yet, its one of the most important factors in maintaining top-of-mind-awareness with your patients who live and/or work in your community, your city or your town.
Most Dentists do not think of themselves as a brand. This is a tremendous mistake. For example, if I were to ask you to think of a Cola company in the U.S., I am fairly certain that you would think of Coke or Pepsi rather quickly. And, when you think of Coke, Im sure that you immediately think of their red logo and one of their popular slogans I always think of Coke its the real thing. You might think of Coca-Cola classic, new Coke, diet Coke, etc. But, if you think of Coke youre going to think of that red logo and your going to think of one of the more recognizable taglines that go along with that logo their brand. They have incredible top-of-mind-awareness.
When you think of Federal Express, you almost cant help but think of their slogan when it absolutely positively has to be there overnight...which also doubles as their USP (Unique Selling Proposition).
If every big company / corporation does everything possible to ensure that the public recognizes and/or remembers their brand, you should too. The biggest companies in the world have logos, sayings, or taglines that they want the public to know and embrace. You should too.
Ok. I hope Ive convinced you to work on this. What to do first?
Youve got to start thinking about yourself, your practice, like a brand. Do you have an effective logo in place that truly reflects or represents your practice? Do you have a tagline that effectively identifies your practice and/or what you do?
How are you better than every other Dentist? What makes you or your service different/better? These are things that will help you create slogans, taglines, and/or a USP.
Lets revisit Federal Express and their tagline/USP that says When it absolutely, positively has to be there overnight. You know exactly what you get when you deal with FedEx. You should make sure that your logo and tagline accurately represent your practice, so the viewing public understands exactly what they get when they think of (or use) you.
Now, step 2 and the eventual goal of your branding initiatives is for everybody in your community, your city, town, or state to think of you when they need you.
You want to be the dentist they think of when they need whatever you do.
Start to think of yourself and your practice like a brand. Get your logo, tagline, and USP together and do whatever you can to penetrate your market with ALL of it. Use your logo, slogan/tagline/USP on all of your envelopes, letterhead, signs, website, etc.
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