For so many people branding is just defined as a logo and corporate colours - it's really not ... its a lot more than that.

When used expertly branding can become a strategic driver for the practice and a powerful support when developing practice values and leadership.

A broader more accurate way of understanding your brand is to look at it as a matrix of four key areas.

1- Your services -

2- The physical environment (your practice)

3- Behaviours - human interaction - your reception team your associates

4- Your communication - Brochures, website and signage social media etc..

You want to have the best practice in town... But first need to imagine how a Best Practice should look and feel? How does the staff in this best practice behave? How the patient feel about when they arrive? Defining and creating a constant approach to each of these areas which is driven by your "ideal" picture effectively creates your brand standards.

You can then develop your brand messages, work on the 4 elements (in the diagram above) and bring the team together. Your brand values then become the central driver in all your actions and decisions. The whole team (including associates) are on "on-pointe" and adhering to the standards you have set.

This can take months of team work and dedication - but once you have your brand values set it can sky rocket your practice and set you apart from others.

Remember ...every practice has a brand whether you think it you have or not - Your brand is how the outside world sees you. The question is. are you in control and is your brand positive?