If your dental branding is no longer doing as well as it should, then maybe it’s time to rebrand.
Giving your dental brand a fresh look can have many benefits, including attracting new patients and increasing your bottom line.
However, rebranding isn’t a decision that should be rushed or taken lightly. After all, it’s a time-consuming undertaking.
To help you decide if now is the best time to rebrand, we’ve compiled a list of 5 signs it’s time to reconsider your current dental branding.
Dental rebranding is the process of changing how a dental clinic and its products are perceived in the minds of consumers. In short, it’s an identity change.
A rebrand can change everything, including your:
Rebranding your dental practice is how you can differentiate yourself from your competitors, attract new patients, and stay competitive in today’s modern business environment.
If your practice specializes in treating people with gum disease but you're attracting patients who are looking to get veneers, you're sending the wrong message.
You want to make it clear to people what your dental clinic is all about from the moment they see your logo and other visual assets.
If you’re a high-end dental practice, your brand name, logo, website, and the façade of your practice should exude luxury and sophistication.
If you’re a dental clinic that offers affordable dental treatment specific to toddlers and teens, then your logo should be more colorful, child-friendly, and not intimidating.
To be able to successfully rebrand and attract the right patients, you need to identify who your ideal patients are.
This will help you determine your price point and messaging, which in turn is helpful when you’re trying to create the most resonant visual assets.
When your brand no longer reflects who you are, what you do, and who you serve as a dental practice, then it’s time to rebrand.
You don’t want your old dental branding to limit the scope of what you have to offer.
For example, if your clinic does a lot of TMJ treatment in addition to your preventive and restorative dentistry works, then your brand name should indicate that you specialize in treating TMJ disorders, like “Creighton Dental Clinic, TMJ-Ortho Dentistry”
Another example is if your dental clinic’s name is specific to a city, but you’ve expanded to other cities. In this situation, it’s worth considering updating your dental brand name, to ensure that potential patients don’t get confused.
Are you struggling to identify and communicate what makes your dental clinic different from your competitors?
When you and your staff don’t understand what makes your dental practice superior to the competition, attracting new patients and keeping your existing ones loyal can be extremely challenging.
What’s your specialization? Do you have a reputation for making people feel relaxed? Does your dental clinic offer premium facilities? Are you great with kids?
Identify what your competitive advantage is so you can rebrand your dental practice around it and communicate this effectively to your target patients.
As your dental practice begins to expand and grow, it’s common to lose sight of the original objectives you had when you started your clinic.
Maybe you’ve expanded into several other dental services and started offering products that shifted your focus into goals that are completely different from your original intentions.
There’s nothing wrong with expanding to other services to make your clinic more appealing to potential patients. However, this may result in a lack of brand focus.
When your dental brand loses focus, your messaging will no longer be consistent and your brand will lose its effectiveness.
Your patients won’t be able to remember who you are and why they chose you in the first place.
Rebranding is a great way to align the present reality of your practice with the message it’s conveying to patients.
Through reputation management and public relations, you can do damage control over the bad press and negative reviews. But, in extreme cases, a rebrand might be necessary to save your dental practice.
Getting rid of any links between bad press and your dental practice will give you a fresh start.
With a new dental brand name, new logo, new clinic, and other visual assets, you can reshape your brand and gain control over how people perceive your dental practice.
An example of this is Uber. The company found itself going through numerous scandals, from a toxic working culture to sexual harassment. The company was at its lowest and it could've been the end of their business.
However, they didn't give up and decided to interview people from across the globe to learn more about how they were perceived. With the feedback they got and the lessons they learned from this experience, they rebranded, intending to transform their image from a startup to a global transport supplier.
Considering the fact that Uber generated $17.4 billion in revenue in 2021, it feels safe to say that their strategy worked!
Rebranding has one simple goal: to keep your dental practice relevant.
If you feel like your current dental brand no longer resonates with your target audience and no longer aligns with who you are, what you do, and what you believe in as a practice, then don’t hesitate to rebrand.
Strong dental branding builds trust and helps you generate a constant influx of new patients while retaining current ones!
At Digital Resource, our team of digital marketing specialists will work with you to help you assess if your dental practice needs a rebrand or just an effective, custom marketing strategy.
Contact us today to get started!