Company Branding: Choose a Specialty and Brand It

In dentistry it is often thought that as the dentist, you yourself are the brand.  However, this is not entirely true.  In  order for customers to more easily differentiate between you and your competitors, choosing a specialty with which customers can associate your practice can help you achieve greater brand awareness, and ultimately, increased market share.

Developing a corporate brand in dentistry starts with some key questions.  First, you must identify your preferred target market.  Say, for example, that you want to brand your business as a family-oriented practice, marketing specifically to customers with children.  Or maybe you want your core business to be aesthetic dentistry.

Next, determine what messages you think will attract your target customer.  What do your patients need to know about your customer service, safety practices, quality of work, and other aspects of your business?  You will use your answers to help determine the set of expectations that will define your brand in the mind of consumers.

Re-aligning your practice from the client’s perspective by associating yourself with a particular specialty can drive your business growth.