Your potential dental patients care about how your practice looks. They especially care about how your website looks. According to Stanford University, 75% of people judge the credibility of a company based on their website design.
75% may seem like a high number, but how your brand looks matters. Having a quality high-end looking brand paints a story to the patient your high-end professionalism. Likewise, having a less than ideal brand screams unprofessional. While it seems unfair to be judged on how your dental practice appears, it's a natural thing of what we as humans do.
6 Components of a Dental Brand
The word "brand" is kind of a fluffy term to most dentists. But there are key components that you should consider when creating your brand.
Dental Brand Part 1: Creating Your Dental Practice's Purpose
Creating your purpose and boiling it into a sentence or two is an important part of how you want to display your dental practice to your potential patients.
“To inspire humanity – both in the air and on the ground.”
“To bring inspiration and innovation to every athlete in the world.”
“To create a better everyday life for the many people.”
As a dentist, what is your purpose? Does your purpose connect with your patients?
Dental Brand Part 2: Positioning Your Dental Practice
Brand positioning means the place a brand occupies or wants to occupy, relative to the competition, in the mind of a customer. Brand positioning takes into account the target audience, competition, and any outside market factors. There are some classic brand battles competing via brand position. One of the most memorable in my mind was Apple trying to differentiate itself from PC in the mind of consumers:
In these Apple commercials, Apple attempts to show their “cool factor” and also the ease of use for every day life. They also portrayed PC as a middle-aged man and Apple as a cool, hip, young adult.
As a dentist with a private practice, it's important that you know how you want to position yourself or your company to target the audience that you want to target. If you're looking to target athletes, everything that you produce, including your website, should target athletes and display information and imagery that will connect with athletes.
Dental Brand Part 3: Establishing a Promise
A brand promise is what your customers can expect from purchasing your product(s) or the process of purchasing your products. Some great examples include:
“We are Ladies and Gentlemen serving Ladies and Gentlemen.”
“Save money. Live better.”
“15 minutes or less can save you 15% or more on car insurance.”
Geico’s, Walmart’s, and Ritz-Carlton’s “promises” clearly demonstrate what consumers can expect if they experience their products and services.
How about your dental practice? What kind of "promise" could you create that your target patients would connect with?
Dental Brand Part 4: Summarizing What You Believe
Brand beliefs define how your business makes its decisions. These are your business’ core values and what you stand on. Here’s a great example from Chick-fil-a of a brand’s beliefs, or values, on display:
“Why We’re Closed on Sundays: Our founder, Truett Cathy, made the decision to close on Sundays in 1946 when he opened his first restaurant in Hapeville, Georgia. Having worked seven days a week in restaurants open 24 hours, Truett saw the importance of closing on Sundays so that he and his employees could set aside one day to rest and worship if they choose – a practice we uphold today.”
Whether you agree or not with this viewpoint, Chick-fil-a is not shy in expressing their beliefs. It’s important your brand stands up for what it believes in.
As a dentist, you can also create deeper connections when your patients connect with your beliefs, whether that is your view on the best dental procedures to use or whether to offer insurance or not..
Dental Brand Part 5: Creating a Personality for Your Brand
Brand personality are the characteristics associated with a brand. It’s something that the consumer can relate to. It includes characteristics such as humor, conservative, innovative, inspirational, and many more.
Under Armour often uses motivation to inspire in its marketing:
Under Armour knows exactly who their target market is and what they like to hear, see, feel, and experience.
What does your target market want to hear, see, feel, and experience? If you perform a teeth whitening service, perhaps an educational, inspirational, before and after approach would connect well with your potential patients?
Dental Brand Part 6: Establishing Your Dental Brand's Book Cover
I’m sure you’ve heard the phrase, “Don’t judge a book by its cover.” In the marketing world we live in, your potential patients are judging how your brand looks to them. A Brand’s Book Cover are all of the visual characteristics derived from the above 6 components. Things like color scheme, logo, typography, tagline, and brand guidelines are important in visually representing a brand’s purpose, positioning, promise, identity, beliefs, and personality.
In creating your best dental website design possible, it's important that your brand speaks clearly to your patients and potential patients. With the high level of competition in the dental industry, It's crucial that your website looks extremely professional and connects with your potential patients so that you appear to be the best option to help them overcome their dental needs.
Where Will My Brand Appear?
Once a brand is built out, it can appear in many places. Let's explore a few of the top places that your customers will see your brand in action:
Your website is the most visual component of your dental practice outside of your actual practice. It's important to showcase your values and what makes your practice different from your competitors on your website. It's also important to use your brand's colors and logo created.
Any print collateral, such as brochures, mail marketing, fliers, and more should have your updated brand colors and logo used. These should also use the same or very similar fonts so showcase cohesiveness and professionalism.
Your Dental Practice
Your actual dental practice should incorporate all your brand messaging. If your brand is lined up with a "zen" relaxing spot to get dental treatment, then you should strongly consider creating an environment that reflects that idea.
Your Customer Service and Ethics
Last but certainly not least, the way you treat your patients should reflect the core values you line up with. Brands are not meant to be phony but instead be a true reflection of what a patient can expect from your dental practice.
We are a Top Dental Practice Branding Company
We work with many different types of dentists and have the results to show we mean business. We would be more than happy to provide you with an honest overview of your dental practice and how our dental practice branding service, combined with our other services, can grow, streamline, and protect your dental practice. We are your X-factor for increasing bringing you new patients, keeping your practice safe, and reaching your financial goals. Contact us to learn how we can help your dental practice!
When Dr. Lesperance first came to us, he did not know what to expect; he had never worked with a dental practice management company before. Dr. Lesperance is a very successful general dentist, but was building his practice mostly by word of mouth. He wanted to grow his practice for the long-term.
We started the process by showing him how his internet strategy stacked up against his top competitors in her city. We then created a website strategy that would not only look great but that would allow us to build a successful search engine optimization strategy that brought new potential patients to the South Gables Dental website.
After Dr. Lawrence’s website was built, he started a 12 month SEO campaign. Dr. Lesperance's strategy targeted two main areas: Google Search listings and Google Map listings. In 12 months, Larry now ranks for over 650 keywords on Google – Important keywords like “gables dentist”, “coral gables dentist”, and many more of Coral Gable’s most competitive keywords. South Gables Dental’s previous site generated very little organic search traffic, he saw a huge jump of local searchers visiting her website. Larry’s Google Maps location was not being found very much by potential customers previously, but after 12 months of optimization 471 quality local leads brought new opportunities to Amy’s practice. Finally, Google Search yielded 267 quality leads, while previously his website was not generating many leads from Google. In total, over 700 quality, local leads were generated in South Gables Dental’s 12 month SEO campaign (These organic campaigns will continue yielding leads for many months and years for Larry’s dental practice in Coral Gables, Florida). Dr. Lesperance continues to use our SEO services as we’ve only scratched the surface of potential!
“BartX Digital is doing an incredible job and we’re lucky to have them!” – Tara Auclair, Marketing Director, South Gables Dental
FAQ About Dental SEO
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