A brand is defined as a particular identity or image regarded as an asset of your company. The way your company looks and its messaging should be the same across all communications and platforms—from your website to your newsletter to your letterhead and envelopes. Your practice’s brand image defines the impression that potential patients and referring doctors will have of your practice. Thus, it needs to be professional, consistent, and memorable.
1. Choose your brand image
Image is everything—from first impressions to conversion to loyal customer. Both consciously and unconsciously, people demand a certain look and professionalism from a business or service. So what is the right look for your practice?
First, it depends on your patient population, types of services and treatments, and location/demographics. For example, a pediatric clinic is going to have a different image as compared to sports physical therapy as compared to a physical therapy practice for Medicare patients.
Pro Tip: Make sure your colors are eye-catching and complimentary. Choose your inspirations from your natural environment and have a palate of 2-3 logo colors.
2. Define your brand message
A brand message should be your practice’s tagline—a short 3-5 word phrase that epitomizes your mission and promotes your services. Look for positive, inspiring, and motivating words that encourage action. Be sure to include a concrete term or result…movement, motion, health, wellness, active, lifestyle etc.
Convey your expertise in a patient-centric and approachable way! Promote how you achieve exceptional results with your patients. Use patient testimonials to add credibility and authenticity to this achievement.
Pro Tip: Stand out from the crowd with a brand message that is innovative and inclusive. Your practice’s demographics and services may evolve over time so you want to your brand to be able to flex with your changes and growth.
For more marketing tips and to talk to the experts, give the team at Practice Promotions a call today!
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