Have you been thinking about changingyour logo or rebranding to modernize your business? It can be difficult for business owners to stay true to their original brand concept, and that’s normal. It’s recommended to reevaluate a brand every five to seven years to stay relevant and promote business growth. Change is necessary to ensure a company’s brand and image align and are effective in attracting the right clients.
The first considerations
Before jumping in, ask yourself these three key questions:
- What's your intention with the business?
- What are your goals for the business?
- What's your desired reputation?
Once you can honestly answer these questions, it’s time to evaluate if your brand is a true reflection of who you are and what you want to communicate. It’s essential to evaluate the colors, logo, and business name. When first starting a business, owners use their likes, wants, and desires to develop their brand. But it’s important to understand the psychology behind others’ perceptions of the brand; you want your vision and goals to align with how your potential clients view your brand. Aligning your goals with your image is imperative for adequate growth and compelling marketing.
When thinking about rebranding, first consider if you’ve changed services since your brand was first created. If you’re a doctor, have you added associates to your practice? Do you offer, or do they provide, new services? New services can bring a unique selling proposition to your business, and you’ll need to realign your brand with what you’re currently offering your clientele. Growth plans are a great tool to assess your goals. Ask yourself: Who is my ideal new patient? What services would I like to focus on? How many new patients do I want to see a month? The answers to these questions are a good start when it comes to rebranding your business and effectively marketing your services.
Your brand includes your logo, tagline, and business name; each of these core pieces are broken down into color, font, and symbols. When choosing them, consider if they’re on-trend, whether they represent who you are, and if they align with your business. Analyzing and evaluating what your brand says is an important step to ensure it’s on-point and effective—the last thing you want is a misleading brand. Make sure there’s no disconnect with your website, marketing collateral, and social media. Each of these should share a cohesive, unified look and offer a clear message of what your business represents.
Other key times to make a change
Another great time to freshen up your image is when moving to a new office or remodeling your existing space. Clients already expect to see some changes when they visit, and presenting a clear message that defines your new look will help drive your marketing. It’s essential that your brand and how your clients perceive you work in harmony.
Many entrepreneurs like to name a business after themselves, but there are some things to consider before making this bold move. As you choose to rebrand, I suggest avoiding using your name as the business name if either of the following scenarios apply to you. First, do you have plans to expand to include additional associates? A multi-associate practice can be difficult to market if your brand only incorporates your specific vision and goals aligned to your name. This will hinder your growth and limit your clientele, likely forcing you to rebrand again in the future. Second, are you planning on selling your business in the next five to 10 years? Naming the business after yourself can make for a difficult transition for the future owner, meaning your practice and purchase agreement will be less desirable and could turn off potential buyers.
Have you recently gone through a PR crisis? The recovery process is the next step after having a problem with your business. Rebranding is a great tactic to help create a clear voice while reassessing how you’re currently perceived by the public. Your reputation directly impacts your business, and having a great marketing plan will help during this challenging transition.
Giving your identity and branding a facelift is an exciting opportunity, even though it may seem daunting. When thinking about trends, remember they’re constantly changing, similar to fashion or interior design. Change is inevitable and helps promote growth personally and professionally. Whether you’re looking to meld your personal and professional business, change public perceptions, or just modernize your business, the first step to reevaluating your brand is to ask yourself the questions above and answer them honestly. With this new insight, you’ll be empowered to craft a marketing plan that will take your business to new heights.
Editor's note: This article appeared in the October 2021 print edition of Dental Economics.