Branding often becomes an afterthought when a marketing budget is stretched too thin. Patient kits, signage, radio spots and even logos are to often quickly thrown together and become an unsteady foundation for your brand. There are three major signs that signal it’s time to rebrand your practice:
Your brand makes no promise.
What does your brand communicate to your patients or network? Does it communicate reputability and trust? Or does it scream amateur and cheap? Patients need to know that your practice is professional and dependable. You will continue to face an upward battle if your brand makes no promise.
A strong brand will tell patients something about the practice before they even interact with it.
Your brand is inconsistently implemented across all mediums.
Over time inconsistencies in how you present your practice will dilute your brand. Take a look across all of your marketing efforts. Are they clearly consistent with design and the overall brand promise? If your marketing doesn’t share a common denominator, this would be an excellent time to examine your brand structure and dive into rebranding your practice… potentially from scratch.
Your branding doesn’t represent your practice.
Like most businesses, your practice has likely grown and evolved over several years. Maybe even your services have evolved and expanded. But has your brand followed suit? Then maybe your practice has outgrown its brand without you realizing it. When a current brand ceases to represent a practice, or to speak to patients in a meaningful way, it’s time to give rebranding serious consideration.
Get a fresh start sooner than later.
Take a fresh look at your brand and see what it says about your practice. An outdated or amateur brand is like a ball and chain… holding your practice in place, or slowing its brand evolution down significantly. Don’t fall into the trap of thinking that keeping your old brand will equate to a higher profit margin. Just think about how much more success your practice may have with a stronger brand.
