Establishing your brand

Traditionally we tend to think about marketing as simply advertising, but building your dental practice’s brand and marketing efforts is much more than just advertising.

A brand is the perception of a customer or client of your practice, so that includes your name and logo but also much more – it’s your reputation.

A successful brand has to be consistent in communication and experience, across many applications:

• Environment (your rooms)
• Print collateral, signage and packaging
• Website & digital marketing
• Content publishing
• Customer service and experience
• Internal communication and culture
  
  

Building a brand will not happen overnight, and requires a strategy coupled with on-going effort to build and cement your brand within every aspect of your practice.

Here is an overview of the main steps to building your brand:

• Research your target audience and your competitors.
• Select your purpose, values and personality.
• Choose your brand name.
• Choose the look of your brand (colours, logo and font).
• Apply your branding across your practice.
• Market your brand – bring awareness through strategic communication with your target audience.
  
  

Marketing is a long-term game, and by no means a set and forget strategy, so ensure you’re regularly reviewing all aspects of your brand and marketing implementation to stay on track as your practice grows.