Branding is a powerful part of your practice’s value proposition. It defines who you are, what sets you apart, and what kind of experience patients can expect. Branding is the promise you make to your patients. When branding and expectations are aligned, positive outcomes result. The opposite is also true: patients who have an experience that feels disconnected from a brand promise are more likely to have a negative experience.
Here’s how to ensure that your practice’s experience is in sync with the promise of your branding.
Understanding the Components of Your Brand Identity
Before you can ensure that brand and experience are aligned, knowing exactly what your brand encompasses is vital. Your brand goes well beyond a logo or a name. It’s the sum of all of the elements that make your practice unique – and not anyone else. A brand identity consists of the following:
- Mission, purpose, vision, positioning statement. Why are you here? What are your goals? Who do you serve? What sets you apart?
- Brand pillars. What are the “values” that drive your brand?
- Brand voice and personality. What does your brand “sound” like? If you were a person, who would you be?
- Visual identity. What does your brand “look” like? What colors and fonts do you use, and how? How do you communicate visually?
- Brand messaging. What are you communicating, and to which audience?
- Outreach channels. What channels are you using to reach people (website, social media, physical presence, etc.)?
Having a clear, cohesive brand identity for your healthcare practice makes it easy to deliver a consistent patient experience and nurture positive patient outcomes.
Aligning Your Brand and Patient Experience
Now that you’re aware of what a brand identity entails, you can work to ensure that your brand and patient experience are aligned at all times. Ask:
- How does your physical practice align with your brand? Does your space embody the feeling of your brand in terms of decor, layout, signage, wayfinding, location, and technology? A pediatric dentist, for example, will have a very different space than a cosmetic surgeon.
- How does your online presence align with your brand? Your online footprint—for example, website, newsletter, social media accounts, and online platforms—is a key extension of your physical footprint. Ensure that it matches your physical space and your overall brand promise.
- How do your business practices align with your brand? Consider the services you offer and your technological approach. If you’re positioned as a cutting-edge brand, your approach should reflect this. If you provide urgent or emergency care, set your hours, and the onboarding approach should reflect this.
- How does your team align with your brand? Your team is a crucial part of your brand. The way they greet, engage with patients and communicate are all branding moments. Ensure that your team understand your brand and are aligned on your strategies and objectives.
Finally, remember that brands aren’t static: they change and evolve. Gather feedback and monitor patient experiences to ensure that you’re truly delivering on your promise and not that you simply think you are. Make changes accordingly and communicate them throughout your practice so that your team is aware.
Elevate Your Brand with GZ
Where you practice shapes how you practice. Whether you’re leasing, renewing, or buying, talk to Gittleson Zuppas Medical Realty about finding a space that aligns with your brand identity – and helps you put your best foot forward. As experts in medical realty, we’re here to empower you to make good on your brand promise. To speak with one of our experienced realtors, get in touch today!