When it comes to growing a business, we often hear the word “brand” bandied about, but what exactly does that mean?
There are endless blogs, articles, and books that can tell you WHY you should build your brand, such as name recognition, surpassing your competition, and giving your customers (patients) an experience instead of just selling them goods or service.
While all of that business coaching is useful, it still doesn’t help us define WHAT a brand is.
In fact, Forbes Magazine contributor Jerry McLaughlin writes in his article, What is a Brand, Anyway?, “I think “brand” is one of those words that is widely used but unevenly understood.”
So is it a company name that grows bigger than the name of the CEO or founder? Unique characteristics that help people identify your product or service? Does it just mean a big company? All of these may be parts of your brand, but don’t necessarily define it.
Your brand is a promise to your patients.
In terms of chiropractors, that’s a promise to your patients. What are you promising?
You’re promising a certain level of professionalism, comfort, punctuality, respect, honest, the actual adjustment or care, expectations of treatment and follow up, etc.
You’re brand is essentially making a promise to deliver on those things, every single time, to your patients.
From the time they first see your logo, talk to your staff, sit in your waiting room, get diagnosed and adjusted, ask questions, commit to a treatment plan and walk out of your practice’s front door, the brand you establish is all based on how well you hold up this promise.
We hope that clarifies what a brand is, and why chiropractors should carefully and conscientiously build theirs.
If you have more questions about building your brand, marketing, or how to bring your practice to new levels of success, feel free to contact us! We’re always read to help – and that’s the Innate Legacy promise to you!