As we discuss branding strategy for dental implant practices, it’s easy to enter the discussion with some misconceptions in mind. After all, plenty of people talk about branding, and not everyone has the same definition.
For people who run a brick-and-mortar business, like a dental implant practice, there can be a natural avoidance of branding. However, the avoidance often stems from their preconceived notions about what branding really is. The good news is, many of these notions are incorrect.
If you want to boost your case acceptance rate and attract the right patients for your implant practice, you need to know the truths about branding. Without it, you could miss out on a ton of patients. With that in mind, here are some of the top myths about branding we’ve come across, and the truth behind them.
Myth: Your logo defines your brand.
When people think about branding, their mind usually jumps to logo design. This makes sense, after all. The term branding itself comes from the brands farmers would put on their cows to identify them. These had to be compact and easily recognizable. But if you think of the logo as the be-all-end-all, you’re mistaken.
Truth: It’s not just the logo.
Your logo is like the tip of the iceberg. It’s the first thing that people see when interacting with your brand, but it represents something much larger and deeper. If you believe the myth that your logo defines your entire brand, you may not feel motivated to apply your brand style to other areas of your business.
We recommend that your logo is just one part of a larger plan to gain a powerful brand identity.
Myth: Branding is just about selling.
Another common myth is that branding is just another word for ‘marketing.’ It’s all about the numbers, treating the people you interact with as walking wallets, and nothing more. Obviously, this myth can cause people to avoid branding altogether, or even worse, dehumanize the very people they’re supposed to serve.
Truth: It’s not about sales, but relationships.
The truth is, to have a strong brand, you don’t need to become a pushy salesperson. You are first and foremost a dentist, not a marketer.
Instead of thinking in terms of sales, think in terms of relationship and transformation. A powerful brand helps patients immediately understand who you are and what you have to offer. The best implant practices are not in the business of making sales, but transforming lives. That’s why many marketing strategies are more about building relationships and fostering community engagement, rather than generating leads.
When you manipulate somebody, you influence them to do something that isn’t in their best interest. It is done with cheap tactics. On the other hand, good branding starts a relationship, offers transformation, and invites the patient to decide for themselves. Since we know that dental implants lead to better mental health outcomes, improved social life, and even higher pay at work, we can be confident that we offer something to improve their lives.
Myth: Branding is all about managing your reputation.
Finally, sometimes people think about branding in terms of reputation. To them, it’s all about public relations. But while reputation management and PR certainly matter, they are discrete from branding.
Truth: Branding is about your character.
The difference between your reputation and your character is this: Your reputation is what people say about you, while your character is who you really are, even if nobody else is around to see it.
When your character is strong, people will speak well about you, even if they don’t benefit from praising you. The best way to ensure that people recommend you, even when you’re not around, is to have consistent character.
What impression do you want to make on people? If someone interacts with your brand, even for a few minutes, do they quickly understand who you are and what you have to offer? Have you already begun to build trust with them?
The implant practices that understand this truth will gain powerful brand advocates from their patient base.