Dental practices change all the time. There are always new techniques, new technology, and new methods to make your practice stand out from the rest. One of the most important things you can do for your dental practice is rebranding it.
There may be a host of reasons why you’d want to rebrand, but the most common include mergers, expansions, negative publicity, and legal issues. Here are 7 tips that will help you get started on improving your dental rebranding efforts.
1. Identify Your Goals
It’s time to play a game of “What if?” What if you could take your practice from the same old, boring look that it has now, and turn it into something fresh and exciting? There are many things to consider before initiating the process, such as what your goals are. Will it be more personable or professional? Do you want to update your logo and colors?
You should also think carefully about the clients you want to appeal to, and co-ordinate your marketing and rebranding efforts to attract them. For example, if you want to be seen as a specialist cosmetic dental clinic, before and after photos can be very effective in demonstrating your expertise.
These considerations can help determine how far you should go with rebranding, so take some time now to think about them before taking any steps towards change.
2. Consider Developmental Trends
Brands often evolve over time, depending on trends that develop within certain industries or demographics. It’s important not only to keep an eye on current changes, but also projections of possible future developments. When you’re looking into rebranding your dental practice, consider the following:
- What is the latest in digital design? Do you need a more interactive website to keep up with trends?
- How will this project affect marketing for your practice and what are some of the best practices these days when it comes to reaching out to new patients?
3. What’s in a Name?
Every brand needs a name. The name you choose has a huge impact on your patients and your ability to generate business. The name should reflect your business and values, should be easily discernible, and should differentiate you from your competitors.
The brand name is important and must be easy to remember. A memorable brand name will get your foot in the door with those all-important new patients who will help to grow your practice and increase your turnover.
4. Keep Your Staff Informed About the Changes To Come
It is always wise to let staff know about recommended changes before they happen. The last thing you want is for your team to feel confused, blindsided, or uncertain, especially if there could be any impact on their job performance. Consider how creative different members of your team might be—and how they might be able to contribute, too.
If you are serious about rebranding, then every part of your business is part of your brand. That includes your staff. They are a huge asset and can be brand ambassadors if they are involved and understand what you are offering. Educate them, and you will have a team who are knowledgeable and active participants in the process.
A logo is important to your company’s branding and identity. It should be recognizable, as you want potential patients or clients seeing it and immediately knowing who you are even if they can’t quite remember the name of your practice.
There are all sorts of ways to design logos nowadays – with tools like Canva and Adobe Creative Cloud – which means there’s no excuse not to take advantage of this opportunity. If your current logo doesn’t fit in well with your new branding style, start fresh by coming up with something completely different (or if need be, hire an expert). This way your old brand will be history when people see the updated version, and they’ll know immediately that things have changed.
6. Your Website
If you have a professional website that’s outdated, it may be time for an update as well. If your site has been on the Internet since before 2010, and looks like it belongs in the early 2000s, then chances are people aren’t visiting because they won’t know what to expect when they click through.
It can also be difficult to find information if there’s too much clutter or confusing navigation- which is a problem with older websites. You’ll want everything from fresh typography, updated pictures of staff members, even new pages added without sacrificing content quality, so visitors don’t get frustrated trying to navigate around the page. Make sure you use web coding best practices while you’re updating your site, including loading pages faster, making them more responsive, and ensuring you have good quality content that’s SEO friendly.
7. Use Your New Image Wherever You Can
Once you have embarked on your rebranding journey, it is crucial to get your new image out there as soon as possible. You want to be visible to new and existing patients. Make sure you inform your existing patients that you are getting a new look, but reassure them they will still be receiving the same great level of care.
Aside from rebranding your website and office signage, consider rebranding:
- Staff business cards
- Office stationery
- Appointment reminder cards
- Staff uniforms or scrubs
- Patient giveaways, such as free toothbrushes and dental floss
You can’t underestimate the importance of branding. A brand is a person’s first impression and it reflects how your company will be perceived in the marketplace by potential customers. Do something new, and get your dental office rebranded to stand out from the crowd.