Branding Strategies
What Is Your Brand Really Made Of?
Many dentists think that branding is their company name and logo. But I want to clear that up immediately. Branding isn’t your brand colours and fancy fonts.
To be a brand is all about connecting the hearts and minds of people.
Margaret Thatcher once said: “Power is like being a lady. If you have to tell people you are, you aren’t.”
A brand is the same.
Your brand isn’t your logo or business name. In fact, it isn’t any one thing. Your brand is every-thing.
Your brand is the perception others have of your company, services, and products. It’s basically how people think and feel about who you are and what you do.
Branding is massive – because you are a brand whether you mean to be or not.
Your dental marketing influences that perception, but your brand exists whether you actively market your business or not. If you’re in business, you have a brand. The question is whether you allow your brand to operate by default, or whether you use deliberate dental marketing to shape the way patients and your community perceive you. That choice is entirely in your hands.
This is something leading business coaches for dentists consistently reinforce: most dental practices underestimate the power of intentional branding, and as a result, they leave their reputation to chance rather than design.
A brand can be simply summed up as:
Brand = Branding + Interaction/Experience
How Feelings and Perceptions Build Your Brand
Branding is a powerful strategy used to influence and manage the way people perceive and respond to your practice. Acquiring loyal patients is what every successful dental business strives for — and that is what great branding is all about.
How people feel about you and your practice determines your success and your brand.
People build the brand. People’s perceptions and feelings build the brand.
Many patients give great reviews simply because they want to — because the experience moved them enough to share it. This is the intersection of branding and marketing for dentists Australia: when your brand is strong and your patient experience is exceptional, your patients become your most powerful marketing channel, doing the work for you organically.
So it is your duty to position yourself in such a way that people genuinely enjoy giving you great feedback.
Tap into their emotions, connect with what matters to them, and create a unique experience that they want to talk about. That is branding at its most powerful, and it costs far less than any paid advertising campaign.
I truly encourage you to read my book – click HERE for the link.