Rules for Great Dental Branding
Great dental branding for your practice is what will bring new patients in the door, help current patients refer you, and elevate your patients’ experience. Dental branding refers to the unique personality, values, and reputation of your practice. It informs everything from the way you answer your phone to your marketing strategy. A powerful brand […]
Great dental branding for your practice is what will bring new patients in the door, help current patients refer you, and elevate your patients’ experience. Dental branding refers to the unique personality, values, and reputation of your practice. It informs everything from the way you answer your phone to your marketing strategy. A powerful brand can dramatically optimize your success as a dentist by building patient trust, maintaining patient loyalty, and giving you a leg up over your competitors. Below, we identify tips for branding your dental practice:
- Differentiate your practice by serving a niche market.
- Create a design aesthetic that aligns with your unique brand identity.
- Address common dental problems for your ideal patients in your content.
Differentiate your practice by serving a niche market.
As a dentist, you may offer a wide range of dental services, from extractions and crowns, to teeth whitenings and cleanings. However, when it comes to creating a strong brand for your practice, differentiation is key. To stand out from the crowd of other dentists in your city, identify your dominant niche.
Your dominant niche refers to the one service you can specialize in offering to a smaller group within the broader market. What are your most distinct services or in-demand features? As part of your brand strategy, highlight a particular dental service or feature that you can be known as the go-to dentist for in your overall brand strategy.
Think about your ideal patient. What procedures and treatments do they request the most? What features of a practice do they highly value? Affordability? Convenience? Prestige? A child-friendly atmosphere? Comfort? What services can you provide at a higher level than other dentists with specialized technology?
We talk more about targeting a niche market here.
Create a design aesthetic that aligns with your unique brand identity.
When patients think about your dental practice, specific ideas, images, and feelings should come to mind. Your brand’s aesthetics should reflect your personality and character as a dentist. Design your brand to appeal to both the mind and the eyes. It should go without saying that the name of your practice is important, but so is the typeface of your logo and the color scheme that you use to aid in communicating the idea of your brand to patients.
These colors, fonts, and logos create meaning and tell a story. Blue, for example, often symbolizes cleanliness and peacefulness. Once you identify your color scheme, be consistent across all marketing material. Using a consist design solidifies your dental brand identity and creates brand awareness.
To truly get ahead of the competition, your aesthetic should appeal to your market niche.
Here are a few questions to consider when designing your brand’s aesthetic.
- How would you describe your brand?
- What adjectives would you use to describe yourself?
- How do current patients describe their visit to your practice?
- Are you serious or playful?
Learn about your unique selling proposition (USP) here.
Address common dental problems for your ideal patients on your dental website.
You may have graduated with honors from the top dentist school in the midwest, but that doesn’t matter if you can’t convey your expertise in your copy. Patients want to know that you are actively thinking about the day-to-day tooth pains and defects they are experiencing and providing logical solutions. Demonstrate credibility as a dentist by anticipating the questions and problems of your niche market and answering them in your content. What do we mean by that? If your patients are middle-aged real estate agents and high-end restaurant managers looking to fix a chipped or coffee-stained tooth, use keywords that reflect these problems and your solution in your copy.
Use keywords that people are likely to Google relating to dentists in their area. In fact, every page of your website should revolve around a keyword that has a specific focus. These keywords should also be placed in meta tags, headlines, sub-headlines, captions,and graphics. Yes, even photo titles should incorporate descriptive language so that search engines can find them. Showcase your expertise on providing treatments for your target niche by writing directly to their needs in your “Services” page on your website.
A few commonly searched questions about dentists we pulled from Answer the Public include:
- Will dentists judge me?
- Do dentists pull teeth on the same day?
- Will the dentist give antibiotics for abscess?
- Will dentists remove tonsil stones?
- How do dentists fix chipped teeth?
- How do dentists clean teeth?
We talk more about SEO strategy and keywords here.
Creating a Impactful Dental Brand
Your dental brand is reflected in every aspect of your marketing and it needs to be consistent. Your brand aesthetics and voice should communicate how you serve your target patients differently from your competitors. Of course, other ways to build an impressive dental brand include many of the strategies we rely on at Pain Free Dental Marketing:
- Creating an emotional connection and building trust with custom videos and photography
- Encouraging patient reviews across your digital platforms
- Elevating your dental website with descriptive language, functional design, and high quality images
We help our clients to develop meaningful brands that exceed expectations. Contact us today for a rebranding strategy.