When To Rebrand…A Practice Owner’s Guide

You’ve been in business for a while now, and things are humming along, but something inside you says it’s time to rebrand your practice.  However, rebranding is a lot of work and is definitely not for the faint of heart.  So, how do you know it’s the right time?  Here are our tips:

1.      You have noticeably worn spots in your carpet.  What does carpeting have to do with your logo?  Well, if your office carpet is old enough to have clear wear and tear, your practice may be old enough to need a fresh look on your logo too.

2.     New Associate(s).  Many doctors start up a practice under their personal name, which is great if you’re the only doctor.  However, if you add new associates to your team, it may make sense to rebrand and give your practice a brand and logo that can encompass multiple doctors and specialists.

3.     New Partners.  If you have a new partner on board who will be buying into the practice and have some ownership in the practice, a rebrand is often a nice way to signal this change, as well as let the new partner feel part of the big picture brand. 

4.     Market Research Tells You.  Conduct a survey through a third party service, or a marketing company to find out valuable insights about how people perceive your practice.  While these reports can give you great info on your practice in all aspects, they can tell you if others perceive your brand to be dated or in any negative light.

5.     Confusion.  Many medical and dental practices have generic or common names and logos.  There’s something to be said for a back-to-basics approach.  However, if you notice that you patients are missing appointments because they went to the wrong “Community Dental Care” or you have patients of your competitors showing up at your location, you may consider that your brand is too similar to another.  This might be a clue that it’s time to brand yourself in a more unique way. 

6.     You Simply Want Something New.  Over time, it’s good to get a fresh look on life…and your logo.  If you’ve been in practice for a while and you simply want something new, don’t stress about it.  Go for it!

Rebranding is a big project because it involves a lot of different aspects like:

  • Logo
  • Name
  • Signage
  • Brochures
  • Business Cards
  • Website
  • Social Media
  • Advertisements
  • Existing Patient Awareness
  • Community Brand Recognition
  • & More!

Rebranding is a big decision and one that shouldn’t be taken lightly.  The design process should be carefully thought out and crafted to match your goals and the local community.  Once you have your brand decided, you’ll need to change a lot around your office and that takes time and money.  It’s a lot to consider.

Even though rebranding is a lot of work, the impact can be tremendous.  Old, dated practices can give the impression that they are cutting-edge and on trend, not just in business and design, but in the latest in dental care.  Perception is everything and people perceive a lot from your brand alone.  Don’t you want it to be a good one?

Valerie Morris