“Your brand is what other people say about you when you’re not in the room.” ~Jeff Bezos, CEO and founder of Amazon
What is your business?
What do you have to offer?
If your answer to both of the above questions is “dentistry,” you’ve probably got a lot of work to do in defining your brand.
Now, I know you might be thinking that branding is just a bunch of “fluff” and not necessary for successful dentistry, but here’s the deal.
Your brand is what people will notice, remember, and pass on to others. Can I repeat that? Your brand is what people will notice, remember, and pass on to others.
And that’s what you want for your dental practice, isn’t it?
Your brand is your unique promise to deliver a service that no other practice can deliver quite like you. It’s what sets you apart from the rest. So, what are the basic components in defining your brand? Here are a few key points to consider:
If you’ve never written a mission statement, by all means, plan to do that ASAP. A mission or purpose statement is different than your overall business plan. It expresses your objectives, philosophies, and focused customer base, into one overreaching goal.
Here are a few examples from well-known companies to get you started.
Life is Good, the apparel and accessories lifestyle brand, has the mission to “spread the power of optimism.”
The American Heart Association is dedicated to “build healthier lives, free of cardiovascular diseases and stroke.”
Twitter emphasizes its mission to “give everyone the power to create and share ideas and information instantly, without barriers.”
If you had to sum up YOUR mission statement in a single tagline, what would it be? This is one key step in defining your purpose.
What sets you apart from the rest of the dental practices out there? What ONE THING do you absolutely hit out of the ballpark?
Narrowing your focus doesn’t mean you aren’t great at all the other services as well. It simply means you are excellent at a certain skill set and are known for being the best in that particular field.
Don’t underestimate the value of narrowing your niche. If you are exceptional at caring for senior patients, make that an integral part of your brand. If you are known for “rockstar” cosmetic dentistry, run with it. Refining your ideal customer will only help in defining your brand of dentistry.
Perhaps, American Entrepreneur, Lisa Gansky, said it best. “A brand is a voice, and a product is a souvenir.”
Your “voice” needs to ring out loud and clear in the high-volume traffic of dentistry. From having a quality, professional logo, to prominent advertising, it’s crucial to define your voice and get your brand in front of people.
How you project yourself to your community will either get you noticed or ignored. It’s not unlike the historical “town crier” who made public announcements on the street corner. A soft-spoken, timid person would never have been chosen for that role.
Don’t hesitate to outsource some of your branding elements. I don’t doubt you’d rather focus on providing the best treatment for your patients. And that’s an honorable goal. But don’t ignore the branding side of your practice.
Spend some time forming your mission statement, pinpointing your specialty, and developing your voice. In fact, we can help with all of those areas. Contact us today for suggestions. Head over to http://jerryjonesdirect.com/digital, where you’ll find more information about our digital marketing services (online marketing) for dentists.