Branding is the way of creating a positive perception about a business in the mind of customers using identifying elements like logos, colors, taglines, fonts, and imagery. It is crucial in dental practice because it helps patients know why they should choose one dental clinic. Developing a brand entails more than coming up with an attractive logo or slogan. Here are five effective branding tips for your dental business:
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Create a Unique Selling Proposition
A unique selling proposition is a summation of what distinguishes a dental business from the competition. Most dental practices offer similar services, but you can focus on what you do better than others. For example, offering dental services during hours that accommodate patients’ schedules can serve as a business’s unique selling proposition. Alternatively, you can make your services more affordable than others or offer additional services to patients who come for regular check-ups.
When creating your unique selling proposition, you should define your target market and identify a problem to solve. Find out if your typical patients are children, adults, or elderly. Also, identify if they are usually high or low-income earners, retirees (requiring physical assistance), or busy professionals (who want faster services). This information helps you create services that will suit their needs.
Also, choose a means of communicating to your target audience that you can solve their problem. You can use social media advertisements, your website, or other marketing materials to publicize your unique selling proposition.
Revamp Your Website
You shouldn’t just stop at having a website for your dental business. It is essential to check your website regularly to ensure it represents the quality of your practice and update it with current trends. Your business may have upgraded over time and might be providing additional services to clients. However, if these changes are not reflected on your website, you miss the opportunity of selling yourself to potential clients.
When revamping your dental website design, assess it based on specific criteria like its mobile-friendliness. Optimize your website for easy mobile usage because prospective clients will likely view the websites using their smartphones. Also, ensure that your website loads fast (not more than 3 seconds). If your website is slow, searchers might navigate to other faster-loading sites. In addition, check that your website is secure. Having a HyperText Transfer Protocol Secure (HTTPS) website assures your patients that any information they provide on your page is safe.
Build a Brand Kit
A brand kit is a document that summarizes a business’s identity. It clearly shows a brand’s logos, colors palette, typefaces, taglines, fonts, and other details about a brand. Brand kits are essential in the dental industry because they help businesses build their reputation and maintain consistency in their message and image. Therefore, every employee, marketer, or representative of the company can communicate accurate information about the brand.
To build a brand kit for your dental business, create a logo. Your logo should be detailed and reflect your identity in an icon. It should make an excellent first impression about your brand and remind your customers what you stand for. Also, select a color palette for your brand. Colors are typically associated with specific emotions and set the tone of a business.
Therefore, you should pick a color or combination of colors that portray the right image of your brand. Your band kit should also specify your brand’s typefaces and fonts. Typography is a visual asset that communicates a brand’s values and can help attract more patients. After doing the groundwork of creating your brand kit, you should bring it to life. Compile the information in a document and share it with your team.
Create a Mission Statement
A mission statement explains a business’s purpose in simple terms to its audience. It states the business’s products and services, identifies its target customers, and describes its location. Mission statements are essential for dental companies because they make patients and staff know the values of an organization and encourage loyalty.
To create a mission statement for your dental business, you should first ask yourself why your business exists. Clearly define the purpose of your dental practice and state your unique selling proposition. Next, describe what problems your organization solves and how it operates. Your responses should not be generic. It’s best to have a niche to show your clients why you’re passionate about what you do.
Your mission statement should be easy to read and understand. Avoid using complex terminology that only people in your specialty can easily understand. Also, it should be concise – not more than 4 sentences, so your audience does not get bored.
