Brand new you: The fundamentals of practice branding

As a service professional, in many ways you are your brand. But even if your image is more focused on your practice than your personality, brand building is often the key to effectively growing your patient base.

So how do you go about doing that in the field of chiropractic? Here are four fundamental branding tips to consider:

Define your brand

It’s difficult to build name recognition when you don’t know precisely what your brand is. That would be like trying to sell a particular model of car when you’re unsure of its exact features and benefits. Such a task would be nearly impossible.

To become more fully aware of your brand, think about what unique services or experiences you have to offer your clients or, as Barbara Reinhold with Monster.com’s career advice column says, “What are you particularly gifted at delivering?”¹

Your practice might offer:

• The best customer service
• Fast appointment times
• Quality products
• A personal approach
• Years of experience
• A fresh outlook

Knowing specifically what your brand signifies will help you develop it in a way that is true to your professional goals.

Share what makes you distinct

You don’t want to build your brand in a way that makes you the same as everyone else. Do that, and nothing will compel potential clients to walk through your door and choose you over everyone else.

You’ll draw more attention if you focus on identifying and sharing what makes you distinct. These are the qualities that will set you apart from your competitors and make people want to do business with you and only you.

If you’re not sure where to start, check out your competitors and see what they have to offer. Compare and contrast your businesses to see where your differences lie. Another option is to ask some of your loyal customers why they chose you over someone else in your area. Look for commonalities in their answers and you will find what makes you stand out.

Be consistent

When building your brand, Dan Einzig, brand developer for hospitality service providers in the U.K., recommends that you “speak to your customers with a consistent tone of voice.”² This serves the purpose of reinforcing and clarifying your brand to your target market.

Being consistent also makes it easier for your clients to know what to expect if they choose you as their primary service provider. For instance, if your marketing efforts consistently promote your low prices, someone interested in your practice should be able to expect that you do, in fact, offer lower rates than others in the area.

Put yourself out there

Your brand will be easy to locate if it offers multiple ways for people to find and learn more about you. This may be via your website, your social media pages, or any other avenue that your target market uses to learn more about the companies and businesses they are weighing.

Now, think about your brand specifically. What options do you provide for potential clients who are interested in your services, but want to know more about you first? The higher your visibility when patients need you, the easier it will be for you to acquire them as new and potentially long-term clients.

In a sea of gray, you want to be a splash of color among your competitors. Follow these four suggestions and you will be well on your way to building a better brand that represents your healthcare philosophy and encourages patients to make you their chiropractor of choice.

References

¹ Reinhold, B. “Build your brand.” Monster.com. http://career-advice.monster.com/job-search/professional-networking/build-your-brand/article.aspx. Accessed May 2015.

² The Marketing Donut. “Ten ways to build a brand for your small business.” http://www.marketingdonut.co.uk/marketing/marketing-strategy/branding/ten-ways-to-build-a-brand-for-your-small-business. Accessed May 2015.