Having a “brand” is one of those buzzwords often used in marketing circles—but what does it mean when it comes to your dental practice?

And what impact does it have on your hiring?

Well, let’s take a look…

What is Branding?

Have you heard of Seth Godin? If we’re going to talk about marketing, it’d be good to get his name out there and get to know him a bit.

Seth says, “A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

Let’s break that down.

Brand is shaped by:

1. Expectations: Patients expect specific outcomes based on your practice’s history and how you've communicated your values and services.
2. Memories: When patients interact with your office and staff, they create memories, positive or negative, that influence how they remember and talk about your service to others.
3. Stories: The narrative you create around your practice—your origin story, patient successes, community involvement—helps patients understand your core values and approach.
4. Relationships: The interactions and bonds your team builds with patients form an overall impression and foster long-term loyalty.

Branding includes your practice’s identity and reputation. 

It also encompasses patients' emotional and practical perceptions when they hear your name or interact with your business. Your brand includes:

• Your logo
• Your tagline
• Website design
• Front office waitroom
• Staff members (especially patient interactions with staff)
• Staff experiences
• Patient experiences

Branding Example

Let's look at an example. Most dentists are familiar with Invisalign.

What makes Invisalign so exciting?

They're not metal braces!

Invisalign distinguishes itself from braces by providing patients with a solution to one of their biggest problems when it comes to getting straight teeth: the embarrassment of wearing braces.

What’s the biggest problem your patients face, and how do you provide a solution for it?

Most of your patients will probably recognize the Invisalign brand immediately. And that’s what you want for your brand--instant recognition. 

Other things that contribute to Invisalign’s brand are:

• Consistent messaging
• Visual identity
• Reputation 

You want those things for your brand, too. So, think about the Invisalign example here, and consider how you can mimic what they've done to communicate those things for your brand.

Why Does Branding Matter?

Your practice already has a brand. The question is whether its creation was intentional or happenstance.

Patients have already formed impressions based on your website, the appearance of your office, online reviews, and what their friends tell them about their experience with your office. 

An intentional, positive brand does a few things, and that’s why having a brand matters. A good brand:

1. Attracts new patients.
2. Retains existing patients.
3. Attracts quality staff.
4. Sets your practice apart from competitors.

Think of your brand as a promise. 

And if that’s true, then “A good brand is a promise kept” (Muhtar Kent, former CEO of Coca-Cola, said that…)

Your brand strengthens if you consistently fulfill patient expectations through excellent care, professional interactions, and a welcoming environment. 

Your brand also strengthens when employees talk to other dental professionals and let them know what a joy it is to work for your office.

On the other hand, inconsistencies or unmet expectations can harm your reputation and prevent patients from signing up with your office and staff from wanting to work with you.

Hiring Plays an Important Role in Branding

As I shared above, staff interactions with patients affect your business in a big way. And the culture you create with your staff influences the type of staff you’ll get in the future.

So it’s no surprise that hiring plays an important role in your branding.

Hiring the right staff will propel your brand and business. While hiring the wrong staff could negatively impact your business now, and in the future.

That’s why it’s important to work with a company like Princess Dental Staffing, to assure you have access to the best candidates and skillful temps.

How to Develop Your Dental Practice Brand

Here’s an overview of how to develop your brand for your dental practice.

1. Define Your Unique Value Proposition: What sets you apart? Perhaps it's your specialty in pediatric care, state-of-the-art equipment, or a focus on patient comfort.
2. Create Visual Elements: Develop a professional logo and a memorable tagline that communicates your practice’s personality and values. These visuals reinforce patient recognition and trust.
3. Be Consistent: Your branding should be consistent across every channel, including your office sign, website design, social media profiles, patient emails, and print materials. 
4. Appeal to Your Patients: Your branding strategy should appeal directly to your patients—not just to you or your staff. Consider what your ideal patient values and use that in your brand and marketing.
5. Treat Your Staff Well: Part of your reputation is how well your staff enjoy working with you and speak well of your office to other dental professionals and potential patients (in real life, outside the office).
6. Perform Regular Audits
   Periodically review your branding materials. Here are some questions you might ask:
• Are they consistent? 
• Do they accurately reflect your practice? (If not, you might need to do some work on your office)
• Do they communicate the quality of care patients may expect?
• Do they communicate the type of office an employee would want to work in?
• What values do they exude? Do those match the values of the patients you want to serve?

Putting It All Together

A strong brand for your dental business is deliberate, consistent, and patient-centered.

It also includes staff sentiment toward your company, so don’t neglect that side of the equation.

Good branding effectively communicates why patients should select you above others and why dental staff want to take your job instead of some other dental job, especially when it comes to dental temping. It leaves a lasting impression that promotes referrals and loyalty from both staff and patients.

Investing in your brand should not be taken lightly—it is the cornerstone for your practice's long-term success and growth.

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