Successful Marketing – What is a Brand?

Brand is one of the most misused and misunderstood words in marketing today. Many dentists understand a brand as a logo, website, or some visual aspect of their practice. While there is a visual aspect to every brand, it does not define the brand. More accurately, it represents the brand.

A brand should be defined from two perspectives; internally (the doctor and staff) and externally (patients and potential patients). Internally, the brand is the vision of the practice. externally the brand is the perception of the practice.

In an ideal situation, the internal vision and the external perception should be seen the same way. In fact, marketing is the process of aligning the external perception with the internal vision. Understanding this, a few things become necessary. First, the vision of the practice must be properly defined. This means defining the brand in a way that empowers the practice and becomes the foundation for decision making to move the practice forward. Second, the defined brand should provide the messaging framework for all of your marketing efforts. It is very important to make sure the brand is an accurate reflection of the practice. This creates accurate perceptions which lead to anticipated experiences. When the patients experience agrees with their perceptions this leads to loyalty and makes referrals easier to obtain. To define your brand properly, or learn more, call Dental Branding and speak to one of our consultants at 1-866-375-5511, or visit:

Author: Doug Sligting
Published: 06/18/2009
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