By Dr. David Ahearn, DDS, Founder and President of Design Ergonomics
and Timothy Gagnon, Practice Liaison, Design Ergonomics
Branding is important for a dental practice because it serves as a powerful tool to establish trust, credibility, and recognition in a highly competitive industry. Don't get me wrong, I'm not saying that the competition is tough! Simply that there is a lot of it.
A strong brand identity distinguishes you from competitors and helps create an emotional connection with patients, instilling confidence in the quality of care and fostering trust and loyalty. Good branding also plays a role in attracting and retaining top talent, as dental professionals are more likely to associate themselves with reputable and respected practices.
Choosing the right name for your practice
Choosing the right name for your dental practice can be more significant than you might think. While clever and creative titles like "Divine Dentistry" or "Destination Dental" may seem appealing, they often add unnecessary complexity for prospective patients. While it may be exciting and fun to create a clever name for your practice, more often than not that should not be your first choice.
Northwest Dental Group's signage is clear and effective
If the opportunity exists, consider a name that resonates with your locale. Geographic-centric names like "Northwest Dental Group," "Blue Ridge Dental," or "Lakeview Dental" can help make your practice feel rooted in the community. This approach fosters a local connection and embeds your practice in the minds of your patients. If you have aspirations for expansion to a group of regional offices, make sure that the name can encompass this. "Third Street Dental" won't exactly do that.
The Sala family has built a multi-generational practice that is a well-known and respected part of the Reno, Nevada community. The name Sala Family Dentistry inspires familiarity and well-earned trust.
Many dental practices are traditionally named after their founders. While there's no inherent issue with this, potential challenges can arise in the future, especially if your practice evolves to be more associate-focused. Patients may feel reluctant to visit "Smith Dental" if Dr. Smith is no longer their primary dentist. A more neutral name can preemptively sidestep this issue, while also strengthening the overall credibility of your practice. Remember, the key is to make it easy for your patients to relate to and remember your practice. With all of that said, if a practice has a decades-long history, and great reputation, built on a revered founder's work and founding principles, and the founder's name is recognizable and easy to pronounce, it would be foolish to abandon that moniker.
Dr. Jerry Campbell's Oxford Family Dentistry In Oxford, Missouri. Clear and appealing signage.
Before setting your heart on a name, do a thorough search to ensure it's not already in use. Infringing on another dentist's or healthcare provider’s name could result in legal trouble. This precautionary step can save you headaches down the road. You should also do a Google search to make sure there won’t be any confusion with a similar name of another business in your area.
Your dental practice's color palette, logo, and signage
Now let's talk about colors. The color scheme of your dental office is more than just a decorative choice - it's a critical component of your visual branding. The right palette can evoke specific emotions, set the mood, and underscore your brand's ethos. It's this consistent, harmonious aesthetic that your patients will recognize and remember.
When it comes to logos, engage a skilled graphic designer to develop several concepts based on your chosen name. It's essential to get feedback from a diverse group of people, ensuring your logo appeals to your target demographic. Aim for simplicity and ease of reproduction both in color and in black and white - a complicated logo can become a printing nightmare!
Once your name and logo are in place, it's time to strategize your signage. Negotiate for permission to place at least one sign on your office unit and another on a central plaza or retail center if at all possible. Do realize that in many large plaza locations, your relatively smaller office will not qualify you for placement on that entrance pillar. Maximizing your signage exposure is a long-term investment. Remember, once paid for, signs are essentially free advertising that lasts a lifetime.
Don't overlook your reception area and waiting room as opportunities to reinforce your visual branding. Integrate your chosen color palette and brand elements such as your logo into these spaces. It creates a cohesive aesthetic, makes a lasting impression, and completes your visual branding story. In some situations this can create a conflict. That catchy sign color might not be a compatible accent color inside your beautiful office. Thus, designing the office aesthetic in conjunction with your branding is actually the best plan.
Your practice isn't just a place where teeth get cleaned; it's a reflection of your brand, your identity, and the quality care you provide. An effective brand presence can positively influence patient decision-making, enhance reputation, and drive overall business growth of your practice.
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