By: Jason Karl, PECAA’s Graphic Designer
The eye care industry is ever-changing and in a competitive and dynamic marketplace, branding has never been more important. A brand is so much more than just a cool logo, it’s a way to build the value of your practice, motivate your staff, acquire new patients and increase profitability.
What is a brand?
Simply put, a brand is a visual and emotional representation of people’s perception of your business. Everything from your practice name, logo, colors, service, reputation and employees contribute to your overall brand identity. You only have once chance to make a first impression and your branding will set the tone for how patients perceive your practice from the very beginning. Here are 5 reasons why branding is important and how it can help your practice grow and stand out among the competition:
1. Build Recognition
One of the most important elements of your brand is your logo. When you see a “swoosh” or the “golden arches” you automatically associate them with Nike and McDonald’s, without ever seeing the company name itself. You’re also likely to remember past experiences and your feelings toward the company. A powerful logo will help your patients recognize your practice right away among the competition. Make sure to include your logo on all communication pieces that patients interact with. Everything from your website to your business cards need to be branded with your logo.
2. Create Trust
A professional appearance builds credibility and trust among patients. People are more likely to choose a business that appears polished over one that seems sloppy or unprofessional. Everything from the signage in your window to the cleanliness of your waiting area is an extension of your brand and will create a level of trust. Our brains are hardwired to have an emotional reaction to things we see and those reactions, whether good or bad, will influence purchasing behavior.
3. Inspire & Retain Your Staff
A strong brand can inspire your staff and give them a feeling of belonging. When your staff understands your mission and connects with your brand they will be more likely to achieve goals and stay with you long-term. Your staff embodies the spirit of your brand. Their overall style and attitude needs to communicate the story you want to tell. Finding the right people who fit into the culture you’ve created is key.
4. Increase Profitability
Delivering an excellent experience in your practice will help retain existing patients, encourage them to spend more and increase your profitability. Your brand identity will contribute to the “feel” within your practice. Whether you want to evoke a feeling of luxury or affordability, create a setting that speaks to the message you want to send. If you connect with the patient’s needs and wants, you can sell more and increase profits.
5. Attract New Patients
Eye-catching graphics and a professional logo will capture attention and attract new patients. Whether it be online, through printed advertisements or simply the sign above your door, it’s important to maintain a consistent look and feel. Plus, great branding encourages referrals. If a patient has a great experience at your practice and connects with your brand, they are likely to tell their friends. Word of mouth is the most powerful advertising source and is only possible when you’ve delivered a memorable experience and a lasting impression.
Get started today!
PECAA’s professional logo and design service can help you create a compelling brand. Our in-house Graphic Designer, Jason Karl, is available to work with you one-on-one to create custom branding for your practice, including logo design, print ads, postcards, business cards, digital ads and more! To learn more or get started with a project, contact Jason at 503.670.9200 or at: pcom.cloudroots.net/branding-design-print-services
