It’s easy for us to think that, as long as we are good at what we do, we won’t have a problem attracting people to our business or practice. Although you do need to be skilled in what you do, it is not the only factor in your success. Brand identity is a major obstacle that many professionals struggle with.
What your prospects see when they drive by your office or search for you online makes an impact on how they view you.
This may not seem fair, but it’s happening whether you like it or not. You may be the best dentist in the U.S. but if you do not have strong branding, your practice will not be performing the way you want.
Logo and Tagline
Your logo and tagline need to project who you are and what you do. Many patients see dentists as the same—this is because the way dentists brand themselves tend to be very similar—but, by having a logo and tagline that shows your personality, you become instantly more recognizable to patients than other practices.
Colors
The colors you use to represent your practice is another important aspect of branding. With your practice, you want to convey a calming and trustworthy presence. For example, you may notice other dentists use a lot of blues and whites in their logos. Blue gives off a sense of trustworthiness and dependability, and white is viewed as calming.
Fonts
When people see your practice name, one of the first things they will notice is the font that you use. The first rule is to never use Comic Sans, as it has never been a good choice of font. You need a font that is easy to read and shows professionalism.
Some good choices for your dental practice include:
- Helvetica
- Garamond
- Avenir
- Georgia
- Rockwell
Consistency
Consistency plays a major role in the success of your practice. Think of Nike or Apple; they have a consistent branding strategy. Whether you are seeing a commercial, print ad or in one of their stores, you know who it is. Although these companies have millions of dollars that go towards advertising and branding, your practice can, and should, still follow their example.
Your branding helps build recognition and a professional appearance.
If you are sending out an email with one logo but have signage outside that uses another logo it can confuse patients. Inconsistency makes you seem unprofessional. But it is not just logos you need to focus on. Everything you do needs to follow your brand guidelines. So whether it’s direct mail, signage, how the inside of your office looks, or your online profiles, everyone should know it’s your practice.
These details may not seem like a make or break, but everything that is involved with your brand, down to the font you use, is something that potential patients judge your practice on.
Schedule your free consultation today to see how Creativedge Marketing can take your practice to the next level.
Author: Kathy Jiamboi
Owner of Creativedge Marketing, where growth-oriented dentists find dental practice marketing strategies and advice to take their practice to a new and higher level.