What Influence Does Your Dental Logo Have on Your Clients
The classic dental logos are nothing new to those in the practice of dentistry. They are well known to the dental patients who have grown accustomed to an image of the sparkling tooth or the cavorting toothbrush. Knowing that this collection of designs qualifies as pedestrian, those who succumb to the mundane with this sense of tradition run the risk of overuse. All this notwithstanding, what does it all mean?
A brand is a “name, term, sign, symbol or design,” or combination of those things used for the purpose of distinguishing and discerning the goods and/or services of one seller from another, as the American Marketing Association defines it. When we think of branding for the most part, the ideas that spring to mind are those iconic images of multi-national logos such as The Olympics, Pepsi, Disney, Texaco, Nike, Playboy, Google, ABC, Ford Motor Co., and you get the idea. While dental logos are basically the same when it comes to applying these tools to anchor an image with a representation of the business, what do they share with corporate imagery?
In short, everything. Branding is a process that requires the careful dance of respect, trust, authenticity and reciprocity that combine to make the connection between name, reputation and image. The strategy is the same whether it is a multi-national market or a dental logo. This needs to be a two-stroke marketing plan that is counting on the contributions of the entire practice. 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 be aligned with developing a cohesive team. This group must share the same goals of cultivating a welcoming, friendly environment in which patients receive the care of a dedicated and highly qualified team. Your practice becomes the direct recipient of the effects of this bond of trust as clients will want to share their positive experience with family and friends. The value in the power of word-of-mouth advertising cannot be underestimated, nor can the impression that is left in the minds of your patients.
It is the act of associating the logo image with the treatment received in your practice that continually works to create the standard. It is not enough alone to offer an informative leaflet that announces what the practice presents. The promises of satisfaction, establishing a friendship and developing the long-term relationship between the patient and the practice must be delivered. When the dental logo that is seen on all media and paperwork being disseminated as the benchmark of a good practice are put into place, then this rich connection is being made, visit after visit.
When the dental logo that appears on all media and paperwork being disseminated as the benchmark of a good practice are put into place, then this valuable connection is being made, visit after visit.
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