We’ve already talked about branding and why positioning your brand is important for illustrating your practice’s mission and personality.
Assembling a cohesive brand requires a proactive and well thought out strategy. Whether you are creating a new brand from scratch or rebranding your practice, this blog will ensure no detail is missed.
The very first step in branding is to agree on a unique value proposition, or UVP. Who are you and how do you differentiate yourself from your competitors? Your practice’s UVP is the umbrella under which everything you do should fall. Work with your team to decide on your value proposition and put it into action.
Once this UVP has been determined, you can get started on building out the following brand components:
Beyond the tangible parts of your brand, you should also land on the language and tone of voice you want to use across patient-facing materials. Whether you want to come across as friendly, professional, formal, casual, or a mix of more than one, commit to whatever you decide.
This should also include certain terminology and style of writing. For example, if you are taking a more casual approach, perhaps you will use contractions (you’ll, can’t, we’ve) rather than writing words out (you will, cannot, we have). In marketing headers, decide whether you will use title case (Your Title Here) or sentence case (Your title here). A sense of consistency will leave no questions amongst your team when it comes to writing copy.
Compile all of these elements into a brand guide that is accessible to every employee. This will give clear direction for what font types (bold, italic, etc.), graphics, images, and language to use for every kind of print or digital piece. Each member of your staff should follow and represent these guidelines while at work when interacting with patients as well as each other.
When it comes to developing your brand, don’t overpromise and underdeliver. Start small and take on only what’s attainable; then you can add on as time and resources allow. Just remember to be consistent to create the best, most seamless experience for your patients.