The appearance of dental logos are not a new concept to those in practice. They are well known to the patients who have grown accustomed to an image of the happy incisor or the dancing toothbrush. Nonetheless, the temptation to default to such tried and true alternatives is not the best way to distinguish one practice from another. Even so, what is the big deal?
As the American Marketing Association explains it, a brand is a "name, term, sign, symbol or design," or combination of any of these intended for the purpose of recognizing and differentiating the goods and/or services of one seller from another. Taking a moment and thinking about brands, many of the readily recognizable logos come to mind directly such as KFC, Batman, Microsoft, Red Bull, ABC, Playboy, Disney, Texaco, Mercedes Benz, and so many more. While dental logos are fundamentally no different when it comes to applying these techniques to anchor an image with a representation of the business, what do they share with famous logos?
In short, everything. Branding is an unavoidably evolutionary process that can only benefit from an artful collaboration of respect, trust, authenticity and reciprocity that coalesce to anchor the image with the name and reputation. The strategy does not change whether it is a dental logo or a multi-national market. This needs to be a two-stroke marketing plan that is counting on the contributions of the entire team. Much the same way there is an expectation for a steady flow of clients appearing as soon as the doors are opened, the building up of trust takes time.
The marketing plan to include the use of dental logos must go hand-in-hand with developing a cohesive team. This group must share the same goals of fostering a welcoming, friendly environment in which patients receive the care of a dedicated and highly qualified team. The effect of this as a protocol is a montage of trust and appreciation that, in return, will have the patients telling those of whom they know about your practice. What can be accomplished through the perception of the brand that rests in the minds of your patients is irreplaceable and invaluable.
Whatever logo graphic is decided on must be readily associated with the assumptions that intrinsically crop up in the minds of patients. No amount of advertising media will advance this effort. Any practice lives and breathes in the promises made and kept to deliver customer satisfaction and in establishing honest relationships to be developed for the long-term. Much like dominoes, as the practice of these principles fall into place while delivering the dental logo image on all media and paperwork that is shared, rest assured, the connection is being made.
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When all of these principles fall into place, accompanied by the dental logos that show up on all media and paperwork to be handed out, the connection is being made.
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