What is Branding?
Branding is a marketing concept that is often misunderstood, even by those within the industry. So what exactly is branding? Branding is the process of giving meaning to a company, its products, or services by creating and shaping a brand in consumers’ minds. You can consider a brand the perception consumers have in mind when thinking about specific products or services. It is not just the logo that creates a brand but also the feelings a consumer develops toward a company. The physical and emotional aspects work together to form the brand. Essentially, a product or service is what you sell, a brand is the perceived image of the product or service you sell, and branding is the strategy to create that image. Branding your dental practice is about setting yourself apart from the competition and making your brand memorable.
How Do You Create A Brand?
You may think your first step is to create your logo and other brand visuals, but that is not the case. Your first step is to know who you are creating the brand for. What kind of practice are you? Are you a general family dentist? Do you specialize in helping small children feel at ease at the dentist or cater to adults who have fear and anxiety around going to the dentist? When you know who you are marketing to, you are able to create a relatable brand.
Creating an “ideal patient” helps. You want to make sure you create a detailed persona that you keep in mind when you are creating pay-per-click ads, direct mailers, social media posts, or any other marketing tactics.
Once you understand who you are marketing to, you’ll want to create a vision for your brand. Your vision includes your goals for your practice, what you’re offering your patients, and how you want to convey yourselves to them.
Next is your brand identity, which includes your name, logo, colors, and other visual aspects of your brand. Once you have created a relatable brand and decided on your messaging and identity, the next task is your brand rollout. This involves determining a budget, timing, and a solid marketing strategy. Your marketing strategy may include marketing tactics, such as ads, direct mail, social media marketing, referral programs, and more.
Of course, you’ll also want to create a plan for managing your brand. Consistency is important, so you’ll need someone to ensure your brand messaging is always reflecting your vision and connecting to your ideal patients.
Developing your brand can take time, but if you start with a firm, clear vision and keep your efforts consistent, you’ll have a solid, recognizable brand for your dental practice. Not sure where to start with developing a brand for your practice? Talk with a Brand Coach! Our custom programs and unique approach to branding is a sure way to develop YOUR perfect dental brand. Schedule your FREE consultation with a Brand Coach to learn more!