Marketing 101: Be Unique to Make your Dental Practice Stand Out

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dental-business-branding

Your brand is not just a logo – it is commonly defined as your customer’s experience with your dental office. A brand is what your customers think of you and IS a reflection of everything you do: the way you send emails, your website, your Tweets, how you describe your business, and the logo on your business cards. It’s a complex mixture of feelings and personalities that make your customers love your work.

Therefore, your first plan of action should be to make define the difference that makes your practice unique, then create your identity pieces to coordinate. Here are some specifics on how to accomplish a successful and unique brand.

Step One – Determining your Brand’s Identity

First you have to define your market position – the features of your office or services that makes you different – also known as your Unique Sales Position. What follows is to create pieces such as a logo, business cards, website, and other marketing materials that are representations of that position.

For example if your dental practice specializes in state of the art surgery, your website would seem more credible with images of a sleek and shiny dental tools and equipment. An image of a dental chair with a retro dental chair in an old school setting would be contradictory and create brand confusion for your potential clients.

Your dental practice will need a logo, tagline and color scheme to define its professional identity online. Fortunately there are some online resources that can help you do just that –

Kuler is a website that includes some beautiful color schemes that you can use to create your brand’s identity

Logo Pond has an impressive collection of logos. Click on the search option at the top right corner for immediate results and search for “dentist” for immediate results.

Step Two – Your Letterhead and Business Card

Once you have created an online identity for your brand, the next step would be to use certain resources to produce a physical expressions of your brand. You cannot afford to be cheap with your marketing, be sure to hire a professional designer – a professional designer will have a considerable amount of experience creating business cards so it is best that you hire their services instead of trying to design these items yourself. Your business card, like your online identity will be what your clients will associate your dental practice with. This in turn will have a bearing on your status as a professional service.

Offer your clients an elegant, thick letterhead, business cards, or appointment reminder cards that gives them a tactile experience of high quality and contrasts with all of the digital contact that is increasingly common.

Here are a few places to find inspiration for business cards:

  • Flickr Art of Business Card Pool and Inspiredology simply give you a pool of images of business cards.
  • Corporate Identity Designs and All Graphic Design have images of sets of cards, letterhead and envelopes to give you ideas of how to put it all together

Market your dental practice by investing in items that will help you express your unique position and be memorable. Spending time thinking abut your branding is a valuable exercise that can reveal and redefine your business to be best positioned to set your dental practice apart. It is never just the logo or business card and should always consider the overall customer experience you want to offer.

Karin Conroy

Karin Conroy is a Marketing Consultant and owner of Conroy Consults. Karin has an MBA from the University of California and a background in design, creative direction, and marketing management. Follow her @karinconroy.

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Karin Conroy is a Marketing Consultant and owner of Conroy Consults. Karin has an MBA from the University of California and a background in design, creative direction, and marketing management. Follow her @karinconroy.

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Last modified: October 15, 2013

One Response to " Marketing 101: Be Unique to Make your Dental Practice Stand Out "

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