Branding is more than your company’s name and logo. Branding who you are as a company. What makes your company special? What makes your company stand apart from your competitors? Why should patients choose you over the “other guy”?
Here are 3 questions to ask yourself to ensure your branding is working or if you should look at rebranding your company.
1) What’s your Company Name?
Start with your name. Is your company name consistent everywhere? Does the name of your practice match your URL (web address), your Google search, the way staff answers the phone, the signage and marketing brochures in your office? Consistency of your name will help when your patients refer others to your practice. They will know what to call you and your potential patients will be able to easily look you up to learn more about your company.
2) What’s your Company’s Persona?
Then move onto your practice’s persona. If your company was a person, who would they be? What characteristics would they display? Is your practice fun? Serious? Chic? Warm? Choose 5 adjectives that describe it.
3) What value does your business provide to patients?
Does it provide the best cost? The best service? Is it the most convenient? Knowing what your patients value and what problem you solve will help you to emphasize your strengths.
4) How are you different from your competition?
Knowing who your company is will help communicate your strengths and differentiate your company from “the other guys.” Once you know your differentiating quality, integrate that into your messaging and imagery – Staff scripts, advertising,
If you run your practice with partners and/or have long time employees, have each of you try this exercise individually and then compare answers. You should be on the same page to ensure you are consistently providing the same brand to your patients.
5) Is Your Brand Authentic?
Now that you know how you define your company, the question is “Do my patients see my company the same way I do?”
Patients are more likely to be drawn to your brand if they know that what you’re presenting is real and authentic. If you’re not sure how your patients see you, ask them! Survey Monkey is a free survey service and it integrates seamlessly with MailChimp (the email service highlighted last month), so you can easily poll your customers to find out what they think of you and how they view your brand by asking the right questions.