Branding For Success
Author: Daniel Bobrow
Synopsis
There is overwhelming consensus that effectively branding one's practice is one of the most important practice growth activities in which one can engage. Branding is an ongoing process. Ultimately, it is the extent to which the practice delivers on the promises it makes through its branding strategies that determine overall success, It is therefore essential that systems and expertise be in place to ensure quality And consistency.
To build and maintain a strong practice brand, practitioner and team must first identify what differentiates them from their competition. Next, the practice will determine its market position. Only when these have been achieved can the practice proceed to decisions concerning the outward expression of its brand, that is, its professional identity. The practice should choose a name and logo that offers memorable simplicity along with consistency and function. It need not be literal, as its purpose is to remind people of the positive experience they associate with your practice. Equipped with a powerful professional identity and market position, you then implement your marketing plan. All strategies comprising your plan should be measured against your positioning statement to ensure consistency with your brand identity. Ongoing monitoring through surveys and a willingness to continually evaluate all systems and communications will ensure the strength and vitality of your practice brand.
The goal of this article is to bring some clarity to this nebulous concept known as "branding" and to place in perspective this essential ingredient for creating and managing an effective practice marketing plan.
What, exactly, does it mean to build a brand? While there is overwhelming consensus on the value of building and owning a strong brand, most of us would be hard-pressed to agree on definitions for concepts related to it.
For this reason, all terms requiring a clear understanding of branding and the branding process are hyperlinked to our glossary of terms. I encourage you to consult it any time you want clarification of terminology.
The goal of a brand is to differentiate, that is, to provide current and prospective patients with one or more unique reasons for being part of your practice. Fortunately, to successfully brand your dental practice, you do not need to be different from every dentist in the world, or even the country, state, or necessarily city in which you practice. Your goal need only be to positively differentiate yourself from those practices with which you compete.
Misconceptions
People often equate a brand with a logo. While a logo is an important ingredient to an effective brand, it is but one (albeit a very important one) of a number of methods of conveying the impressions, feelings, expectations and emotions that comprise your brand identity. Branding is about far more than a neat logo, catchy name And clever ads. It is about everything you do to fulfill the promise of a superior patient experience.
One of the most common misconceptions about branding is that it is something one must choose to do. The fact is that your practice already has a 'brand.' The question is the extent to which you control its consistency with your desired message , as if it were a project one could start and finish. But branding is an ongoing process, occurring in every interaction between your practice and its "audience." The only question is the extent to which you control the process.
Whether one should brand ones practice reminds me of what author Elie Wiesel said when asked if he believed in Free Will. His answer: "Of course I do. I have no choice!"
Because ones brand is such an intangible asset, it is often forgotten or ignored. As David A. Aaker points out in his book, Managing Brand Equity, "Everyone understands that, even in bad times, a factory must be maintained…because maintenance needs are visible." By contrast, the maintenance of an intangible asset, such as your brand, is more vulnerable to neglect, to the detriment [of your practice.]"
Ironically, it is the very intangibility of a brand that gives it so much value. While individual experiences with your practice are transient in nature (indeed, your services offering will most certainly change over time), your brand is an enduring symbol in the minds of your patients as a unique set of feelings and impressions. This enduring value is also important when it comes time to sell the practice, as it means the good will associated with it does not leave when you do.
A strong brand bolsters relationships with current and prospective patients because brand loyalty arises not so much out of rational consideration, but more on the basis of an emotional affinity or personal connection that is typically stronger than any single negative experience.
To illustrate this resiliency, think of a product or service with which you have a strong, positive association. It might be a soft drink or other beverage, an airline, restaurant chain, automobile, or something else. If you should have a negative experience with that brand, for example, a flat, warm 7-Up, a delayed flight, a poorly served meal, etc., you will probably continue to have a positive association with the brand in question.
Benefits
For prospective patients, your brand helps to 'humanize' your practice by presenting a face, a personality, in the form of a symbol. This humanizing function can aid in the eventual formation of a trusted relationship, which is the glue that binds your practice to its patients, both current and prospective.
It's also a great way to ‘immunize' your practice against being viewed as fungible, thereby securing patient loyalty, as well as a means to consistently attract new patients (not to mention a premium for your services).
Successful branding has benefits beyond the formation of a strong, cohesive and positive association in the minds of your patients. By articulating what sets you apart from your competition, it can also force you to think about important internal and strategic issues, such as your practice vision, immediate and long-term goals, and professional values.
Your Brand becomes a trusted messenger for your practice, much as your mail carrier is for the USPS. You are favorably predisposed to hearing ADMnsidering whatever is being offered. As mentioned, it also helps "immunize" against adverse publicity or experience.
Branding Begins at Home (or the office)
It may surprise you to learn that creating your brand identity is actually the second phase of your practice's brand building strategy. To successfully portray your practice to your audience, you must first establish what comprises your individuality, in other words, your identity.
Although in marketing terms "identity" is commonly understood to mean the visible symbols of an organization, product or service, it consists of much more than just a logo, name, tagline, color(s) and typestyle. These elements are merely the outward expressions of an organization's core identity, which will, ideally, represent all your practice hopes to stand for. And to identify the practice's core identity, it must identify and express its core benefits.
Your Core Benefits are all the positive and important experiences your patients have come to expect from your practice. Opportunities for practice differentiation are limited only by your imagination and commitment, and include the following:
Attribute Benefit(s) Needle-less Anesthesia Patient Comfort/Reduced Anxiety Digital Radiography Less Radiation/Able to View Images ‘on screen' Laser Dentistry Reduced Risk of Infection Snap-On Smile tm Lumineers tm Cost-Effective Alternative to Other Cosmetic Procedures; Reduced Loss of Healthy Tooth Structure Brite Smile tm Zoom tm Whiter Teeth Fast Invisalign tm Straighter Teeth Without Embarrassment Mercury-Free Fillings Prevents Contaminants Extended Hours Convenience No Wait Policy Convenience Specialists On Staff Convenience Cerec tm Convenience
Note: create a table similar to this as part of your practice identity exercise
Here's a Template for you to use in defining your practice's core values (just fill in the blanks):
OUR PRACTICE's core values are ___________, __________________, and ____________________. These are values worthy of a great practice, and we believe should serve as anchor points in every decision we make. Our core values provide us with a means of not only guiding, but also evaluating our operations, our planning, our communications, and our vision for the future.
Another great way to differentiate is by creating for your brand a benefit that is "off core." What you are looking for is a benefit that is intuitively important to the consumer, but not (yet) generally associated with dental practices in general. An example of off-core differentiation is the commitment at the heart of the strategy of practices who support Dentists' Climb For A Cause or some other worthwhile cause, or that offer ‘spa dentistry.' Still another example is illustrated by the dental practice of Steven Rinaldi, DDS whose Massachussetts-based practice hosted an art gallery in the practice, featuring the work of grade school students. Students' artwork was hung throughout the office. 180 people attended the showing. This one Event directed resulted in new families joining his practice, notwithstanding the activity bringing them together had nothing to do with dentistry..
Additional opportunities for off-core differentiation include: education focusing on the links between oral and systemic health, nutritional counseling (e.g. eliminating free radicals through supplements), and diagnosis of risk factors for cancer, cardiovascular disease, and diabetes
Note that today's off core benefits may become tomorrow's core benefits: an illustration of the process of brand extension.
In this way, successful brands enjoy "immunity from imitation" because they have created a community based on more than simply delivery of quality dentistry.
Positioned For Success
The next step in branding your practice is crafting your practice's position. Your position is a kind of abbreviation for all that makes your practice unique within its service area. The goal is to distill this into two sentences, one beginning with "To" and the second with "We are." For example, our company's Positioning Statement is:
TO : Private practice dentists in the United States wishing to maintain or accelerate the growth
rate of their practice
WE ARE : A dental patient marketing and communications firm emphasizing service, value, and
flexibility, which constantly strives to exceed our Clients' expectations
Armed with your identity and position, meaning you have identified your one to thre core messages, you are now ready to develop your professional identity system, which is the outward expression of your Brand.
Key ingredients of your Professional Identity
When developing or revising your professional identity, be sure to keep the following in mind: Memorable Simplicity
People tend to use "shorthand" to summarize and deal with all the external stimuli, so don't expect people to retain or share detailed descriptions about your practice.
To cut through the communications clutter and leave a memorable impression, one must jettison the ambiguities, and oversimplify the message. This is especially important for clinicians to "get" because so many of them feel the need to explain in minute detail everything about a given procedure, their credentials, expertise, etc. The goal is to lay claim to a single quality, attribute or benefit that no one can - or will – dispute. Examples include: "ouchless" for Curad, "safety" for Volvo, and "fewer cavities" for Crest toothpaste.
Think for a moment about your days in high school. Do certain personalities stand out most in your mind? Do you associate a long, detailed and subtle description of these kids? Or are your memories a tad more succinct e.g. The Brain, The Jock, The Nerd, The Dork, and The Bully? Right or wrong, fair or not, one of the keys to a successful brand is memorable simplicity . Good, friendly, clean, safe, caring, ADMmfortable (or perhaps some combination of these) is the "best" you should hope for.
Consistency
Be certain to apply your brADMnsistently across all expressions of it as, only through repetitive ADMnsistent exposure of your brand will it achieve and maintain what is known as mindshare, that is, retention and recognition by your target audience. Just consider how many times you need to see the same TV commercial before even knowing what they're selling, and you'll get the idea.
Function
As you choose the final form for your professional identity, be sure to address such seemingly mundane, but nevertheless important considerations as:
Logo Dimensions: Will it fit everywhere e.g. available signage, website, direct mailings, etc.? If it is too detailed, longer than it is wide, etc. you may have problems placing it where you want it
Color Choices: Be sure these are consistent with those you presently associate with your practice, if any. Also, be sure to select colors that are commonly available, and easily reproduced by your printer.
Backgrounds: Be sure for example, that the colors you have chosen for background on your website, walls in your office, signage, etc. do not "wash out" parts of your professional identity
Access To Artwork: Be sure you have a strategy for storing, accessing, and editing your artwork, as well as resolutions suitable for both print and web applications.
Designers, who are given carte blanche to create your identity, may not give necessary consideration to such 'real world' matters as noted above, which can result in costly and even unusable design. Also, sometimes very important considerations are 'hidden in plain sight." This occurred with a client whose current identity, while professional, failed to make explicit reference to the fact he is a dentist: people we asked thought he was an attorney, accountant, or M.D., but not a dentist. The best preventive for this is to ask people, ideally, those not related to dentistry, to look at your professional identity during its development.
Delivering On The Promise
If your brADMn succeed at causing your audience to perceive it as being in alignment with their beliefs, the result will be a desire to join your community, in other words, to make (and keep) their appointment and accept treatment. Once they join, your challenge is to keep them.
Be aware that every time the following occur, your audience is forming an impression of your brand:
- The manner in which an incoming and outgoing phone call is handled both during and after office hours
- What patients hear when placed on hold and how long they are kept on hold
- The time it takes to answer the telephone and how it is answered.
- Appearance of the Reception Area
- Wait Time
- Handling of insurance, billing, and other paperwork
- Treatment Presentation
- Professionalism, Attitude, and Enthusiasm of the Staff
- Appearance of the practice (treatment and reception, lavatories, exterior) and staff
These impressions over time build identification with a certain perception or perceptions that are not only retained by the one who experiences it; they are also communicated to others. Note too that a person will share good news with a few people; and bad news with many. This illustrates the "ying yang" of branding in that the brand generates interest, retention and positive expectation, your practice experience reinforces these sensations, and viewing the brand reminds the patient of the positive experience. The circle is completed.
Certainly, the quality and consistency of the service you deliver will determine the extent to which the brand be trusted to supply the promised benefit(s) to current and prospective patients. Only solid business management, interpersonal and clinical skill can guarantee this. But, until a branding strategy is firmly in place, the rest is, at best, a well-kept secret.
Article Source: http://www.articlesbase.com/strategic-planning-articles/branding-for-success-5432189.html
About the AuthorDaniel A. Bobrow is President of AIM Dental Marketing, a health care marketing consultancy based in Chicago, IL. He is also Executive Director of Climb for a Causetm and the SmileTreetm and Founder of the 888NowSmile patient referral service.
Mr. Bobrow lectures nationwide, and has been published in Dental Economics, Dental Products Report, New Dentist, CDS Review, Dentistry Today, Modern Hygienist, AGD Impact, Dental Compare and other profession-related publications. He is also a Certified mediator and arbitrator, a licensed real estate professional, and has worked pro bono for several agencies including; the Better Business Bureau, Youth Justice Institute, Center For Conflict Resolution, Illinois Department of Human Rights, the Circuit Court System of the City of Chicago, and Loyola University School of Law. He also served on the Board of the National Association for the Mentally Ill, Illinois Chapter.
He holds a Bachelor of Science degree in Economics from The University of Illinois, and Masters of Business Administration Degrees (MBAs) in finance and marketing from The University of Chicago and The Katholieke Universiteit Leuven, Belgium, respectively, and received various Certifications ranging from Insurance to Wilderness First Aid.
Mr. Bobrow is a member of: the American Academy of Private Physicians, the Academy of General Dentistry, American Academy of Dental Practice Administration, Speaking and Consulting Network (SCN) the Academy of Dental Management Consultants (ADMC). He is the founding Treasurer and Member of the Executive Committee of the American Academy for Oral Systemic Health (AAOSH).
He is author of The State of The Art In Dentistry Marketing, co-author of Powerful Practice Volume II, the Marketing Insider and What's Working In Marketing Today columnist for Dental Products Report Online and Dental Economics Magazine, respectively.
Mr. Bobrow has a passion for rock and ice climbing, alpine mountaineering and, since 2000, Adventure Racing. His mountaineering and racing exploits have been chronicled by Windy City Sports, Private Clubs, Metro Sports, Red Book, Vertical Jones, The Chicago Tribune, and other publications.
By soliciting pledges and corporate sponsorship, he has used many of his Events as vehicles to raise both awareness and funds for a number of philanthropic organizations. To learn more, visit ClimbForACause.org tand SmileTree.org.
More Resources
Unable to open RSS Feed $XMLfilename with error HTTP ERROR: 404, exitingMore Strategic Planning Information:
Related Articles
What is a Shared Vision?
So what makes a vision successful? Everyday companies try to create a vision that will lead them into the future but seldom does that vision ever impact the organization. The reason for this is that the vision is created by a few and never becomes a 'shared vision' of the entire organization.
Insurance Requirements in Franchised Companies
Franchised companies often require what some believe to be excessive insurance requirements. This is because so often if a franchise is sued for any reason that the Lawyers go after the big money of the franchisors and name them in the lawsuit.
How To Kick Start Your Business And Double Your Profits
This will make some people angry as hell, but it's time to debunk the myth of 'Time Management' while sharing the real secret of the super successful.Let's face it, many so called "business gurus" tell us to 'manage time better' or to become 'ruthless with time' if we want to achieve their level of success.
A Backup To The Internet Is Vital & Now Cost Effective
It doesn't take a Terrorist Act, Tsunami or Earthquake to put a business heavily dependent on the internet in the dark and effectively out of business??for hours or even days into weeks.Actually, a misguided backhoe, a lightning bolt, a car accident involving a phone pole or cable box, a flooding rain or an electrical "brown out" can do it in a flash.
Business Ideas: 3 Smart Ways To Generate Profitable Business Ideas Anytime
Creativity is one of the greatest tools for success in business.All businesses are created first by ideas.
5 Strategies That Will Boost Your Business Productivity Today! - Part 1
Building a dynamic small business is a constantly evolving, increasingly demanding role.It is very easy to get so caught up in the day to day running of our business that we neglect to take the time to look from the outside in to see what we could do to improve our profitability!Well here are 5 Strategies that could boost your productivity overnight!They are not rocket science?and you may have even heard some of them before, but they are 5 proven principles that you can review today to help you stay on track regarding the real issues to grow your business from here.
Attributes of Companies You Dont Want to Buy!
There are no "rules of thumb" in the pursuit of companies to
buy. Each purchase opportunity has to stand on its own merits.
TQM Total Quality Management, the book
Every decade we seem to come up with a buzz-word to describe the things we should be doing right all the time. Forever we have heard our parents or grandparents use little phrases to get our attention.
Making a Decision to Outsource: Strategic Constraints
Many companies are reluctant to dive into outsourcing ocean because of various reasons of strategic nature. As far as strategic goals are touched upon, managers are concerned with the following issues:- Risks and dangers of transferring too much managerial power to one partner.
Documenting the Exit Strategy in Your Business Plan
All investors greatly desire and are motivated by a clear picture of a company's exit strategy, or the timing and method through which they can "cash in" on their investment. This picture best comes into focus when the key valuation and liquidity drivers of the company are clearly delineated.
Menu Driven Business Planning
A menu is the foundation of any restaurant; Guests will support or avoid a restaurant for its food. Starting with a preliminary menu is a simple and basic approach to restaurant development.
The Best Entity to Hold Real Estate
Possibly THE most frequently asked question of me is "What is the best business entity to use for real-estate investments?" My recommendation to most people is that a limited liability company (an "LLC") is the best entity for this type of use. Here's why:-- Excellent liability protection for managers and members-- Flow-through tax treatment on LLC profits and losses-- Ability to transfer properties in and out of an LLC with minimal tax consequences-- Personal Asset Protection through the Charging Order procedure (for Nevada LLCs)Liability Protection.
Designing an Efficient Distribution System
Let us look at a few of the big distribution networks in the US that we use today. The US Post Office for instance is a huge complex chain of symbiotic relations ships with vendors to deliver by truck, work with FED EX for air, previously that airmail idea started commercial aviation.
Vision Getting Dim?
A recent conversation started with a typical question, "How's business?"
The reply was equally typical and prefaced by a sigh, "You know (another sigh), same old / same old."Clearly the person responding has "VCD" or "Vision Challenge Disorder.
Online Promotion: 10 Ways To Use Focus Groups To Ignite Your Profits
A focus group is a group of employees or current
customers that discuss and brainstorm new ways
to improve different parts of your business.Below are online promotion secrets to use focus
groups for marketing intelligence.
Corporate Venturing For Emerging Growth Companies
The boom of the dot-com era in 1999 brought the emergence of
corporate venture capital as a major source of funding to the
private equity markets. Corporate venture investments peaked
in the third quarter of 2000 with 608 deals totaling a combined
$4.
How To Get More Business During The Winter Months
Business seems to drop, slow or even stop during the winter months. As tourist traffic slows or stops during the winter months so does the incomes of many local business owners.
Why Create an Annual Plan?
Can you imagine going on a road trip without knowing your destination? Or, building your house without plans? The same can be said about running your business without a plan.They say that "If you don't know where you are going, any road will do.
Elite Positioning Brings Higher Profits
Imagine spending the same amount of money on marketing and
performing the same amount of work to deliver your products
or services, but earning more money and keeping more after
your expenses. That's what happens when you institute
elite positioning for your business.
Why 9 in 10 Businesses are Overspending on Day-to-day Expenses
Experts estimate that 90 percent of Australian businesses are overspending on day-to-day expenses, by as much as 75 percent in some cost categories!Looked at the operating costs of your business lately? You might be surprised at the savings that can be gained with a systematic approach to cutting costs.The easiest way to lift profits is to cut the fat out of costs.