Do Brands Matter?

I'm frequently asked about the importance of branding for professional practices.  Does a "brand" matter?"  What is a brand?  Should we operate under our last name as in Dr. Thomas Jones?  Or should we operate under a trade name like Advanced Family Vision Care? 

Often, I believe that the term "brand" is confused with "logo" or "image."  Brand is not something easily described.  It's a value quotient.  It's what you stand for and what you're customers perceive you stand for.  Your logo is not your brand...but a manifestation of your brand. 

Here's an interesting video that speaks to the importance of brands in a recession.

http://www.youtube.com/watch?v=OoFRu_9_7YQ

My personal opinion is that your brand is absolutely critical to your success...because you are your brand and it is your customers/patients perception of your value system that ultimately defines their definition of your brand.  Said another way, we cannot determine our brand...it's our customers that do so.  We can only set the course for our brand.

Comments

[Bill Gerber]

Thank you Al-as always a most insightful post.
Sadly most ECP's have no brand whatsoever. The acid test is whether or not the patient asks "who should I make the check out to"? It's time to become the primary brand your patient associates with quality eyecare.
There are several things that can be done immediately to brand the practice. Among them:
-Use signage that reinforces your brand name. All brand id's, policy notices, instructions and promotional literature should feature your brand name.
-Stop throwing up any branded pop your vendor procides-it takes away from your brand if not strategically used.
-Evaluate whether or not your exterior signage catches the eye within 2 seconds-if it does not, change it.
-Make sure your logo is on your rx forms
these are just a few things to consider.
Sincerely,
Bill Gerber