Dos and don'ts for branding

Why should patients come to your office?

Many dentists believe that having a dental practice is a brand in itself. There's some truth to that idea, but that doesn't automatically guarantee you patients. Thirty or 40 years ago, dentists could get away with placing a nondescript sign outside their office and expect to be very successful. That is no longer sufficient in today's highly competitive marketplace.

Decide what you want to be known for. What sets you apart from other dentists in your area? What is your competitive advantage? If you don't know, your patients won't either. Practices that are known for something stand out to patients. Whether you wish to be seen as a high-end cosmetic practice, a compassionate family practice, or the practice with the latest technology, make certain patients know about it.

Don't be inconsistent with your brand. For example, if you want to be known for cosmetic dentistry but your office looks like a time capsule from the 1980s, you are undercutting your brand. If you have branded yourself as a family practice, your team needs to interact well with children. Everything the practice does should reinforce the practice's brand, so be careful not to confuse the brand in patients' minds.