You already know that your brand is your business’ identity. It’s your core values, your business vision and your integrity as a podiatry practice all rolled into one. Don’t run your own practice? Your personal brand is also worth reflecting on in these increasingly connected times. Let’s explore the steps involved in creating a cohesive and strong brand.
Branding plays a crucial role in the success and growth of any business – and the podiatry sector is absolutely relevant to this, given its need to meaningfully connect with local communities (and a range of additional stakeholders).
While not related to podiatry, we stand to learn a lot from well-known brands such as Apple, Nike, and Chanel. These businesses are dominant in their respective fields because of their brand strength and integrity, and there is no reason we can’t apply the same principles to your business or personal brand.
Your business name and logo will determine the strength of your branding and a hastily chosen business name can sometimes pigeonhole your business without intending to.
Choosing a logo and business name that speaks to what your purpose is as a podiatrist will always allow for a stronger brand. Why? Because there is a story here that your clients can connect to. The ability to differentiate yourself through your brand identity is also paramount. Your uniqueness is what invites in a community, and it also builds trust and connection to your business. This in turn, helps to build a brand following.
A well-established brand also makes it easier for potential and existing patients to remember your podiatry practice.
As you know, positive experiences often lead to word-of-mouth referrals, and they will often reach a wide audience organically. Don’t make it hard for your community to make this connection. Instead, create a strong brand to help embed their memory recall, which will keep your practice top of mind.
What are your values? This is a key part of building a brand. Your values can guide your marketing efforts – such as the tone of your website content, how you greet your patients, your style of working, and the culture in your practice.
Choose three values that sum up what you care about as a podiatrist (and as a person!). Now anchor all of your branding efforts around these. This thoughtful approach will not only build your brand, but it will create yet more trust and credibility with your clients.
The most important part of branding is brand consistency. This extends to every digital touchpoint such as social media, your website, and having a strong presence on Google. Such consistency helps to expedite trust from your patients before they even enter your practice.
Also, think about the colours you use in your practice and the colours in your logo. Reflect on the way your invoices are formatted and how you layout your logo on letterhead. Is it all visually cohesive and consistent? If so, you are helping to embed your brand more clearly in the mind’s of your clients.
A strong brand can not only attract clients, but also it can attract potential employees. This is a deeply relevant topic given current workforce challenges. Colleagues will always feel proud to work for a reputable brand, which in turn aids professionalism and the desire to go beyond expectations where feasible.
If your employees connect to your practice’s brand (and its purpose and values), this can help to boost overall job satisfaction and performance. It’s a win-win for everyone.
A well-known and respected brand could definitely help to facilitate expansion or growth of your practice or attract potential partnerships. Whether this may be exploring franchise opportunities, or partnering with an aligned brand within the podiatry profession or a separate healthcare sector – strong brand alignment can make your business more attractive to work with.
© Copyright 2021 The Australian Podiatry Association