Branding is possibly the most important tool you have in your arsenal as a small business owner. Before a presence on social media or a flashy website, your brand must be at the forefront of your mind- your brand and how you market it will determine your success as a practice. Just think- when was the last time you called a cola-flavoured soft drink anything other than ‘Coke’, or how often do you call vacuum cleaners ‘Hoovers?’ This is how powerful a good brand can be. In today’s competitive and digital world, a memorable brand will give you the advantage over your peers, so solidifying your identity as a practice is essential.
So what is a brand? There are hundreds of different definitions floating round the internet, but here at Practice Growth Agency, we’ve broken it down into three essential components: Name, Logo, and Message- the ‘Holy Trinity’ of branding, if you like. We'll go through each component in turn and explain how to utilise it to make a memorable and distinctive brand.
Logo: A great logo can make a huge difference in how potential patients perceive your brand- but you need to be able to convey a lot in very little. Us humans are visuals creatures, so your logo needs to be striking but simple; use bold colours and integrate pictures if needed, but remember, patients will be drawn to simplicity so don’t overcomplicate.
Name: Your name needs to simultaneously convey what your business does (what product or service you provide) as well as showing why you differ from your competition. Take the name of our sister agency for example- ‘Those Marketing People’ both makes it clear that we’re a marketing agency, but the ‘people’ shows that we aren’t a ‘high and mighty’ business, but are approachable and relatable.
Message: This component ties the other two together- both your name and logo should convey your practice's core message. If you’re unsure about how to define your practice, ask yourself the following questions:
What is my practice's aim?
What are the features and benefits of the treatments or services I provide?
What qualities do I want my patients or clients to associate with my practice?
From answering these questions, you can solidify your practice as an innovator, a reliable traditionalist or an industry disruptor, and adapt the rest of your brand to suit.
We understand how daunting creating a brand from scratch can be, which is why we can help you in all aspects of marketing your business. If you would like to work with us to create a powerful, strong brand for you, just give us a call on 0208 123 3541
and we’ll get you on the road to success.