Memorable Branding Is More Than Logos and Color Schemes

Logos and color schemes are a great start, but your branding has to go beyond the surface if you want it to generate more and better leads for your practice. You have to dig down into what makes you a great choice for your target clients or patients. You need to tell your “brand story” and humanize your practice by showing your personality.

Your perfect clients won’t necessarily remember what degrees you hold, what awards you’ve won, or what distinctions you’ve earned. However, they will remember your face, how you made them feel, your stories about yourself and the people you’ve helped, and how personal and human you were when responding to their needs. People want to work with people they like, and a generic-feeling business won’t give them that strong motivation to reach out!

That’s why your first step in any brand-awareness push is to develop a clear brand for yourself that magnetizes high-quality leads to your practice and makes you stand out in a sea of competitors:

Define your perfect client or patient. Your brand isn’t really about you. Instead, it’s about your “perfect client.” Your branding needs to speak to exactly the kinds of people that you want as clients or patients, and it needs to speak to the real problems and discomforts they’re currently facing. Truly understanding the needs and pain points of that narrow target audience is what will help you pull ahead of the pack.

Understand what makes you different. Lots of practice owners see that their competitors are outranking them in search results, but they don’t always look at what those competitors are doing that puts them in the lead. Try doing a competitor analysis to identify gaps and opportunities in your market and get a good gauge on what your unique selling proposition really is. What are you offering that your competitors aren’t? What kinds of problems are your competitors failing to speak to?

Incorporate what you’ve learned into a clear brand. Once you understand your perfect clients and your unique selling proposition, your brand message should become fairly clear. Are you THE podiatrist to see for post-surgical laser therapy? Are you THE estate planning lawyer that serves Spanish-speaking communities or THE law firm for the victims of cycling accidents? Strong brands are built on that kind of clarity and specificity.

Bringing Together Your Branding and Your Marketing Strategy to Maximize the Leads You Want

Once you have your brand message clearly in your mind, it’s time to make it a part of your business and marketing strategy. There are all kinds of ways to accomplish this, but let’s talk about four of the most foundational below.

1. Website branding.

Your website is often the first point of contact for potential clients, so you want to make a strong first impression and clearly communicate your brand's values and unique selling points. Incorporate consistent branding elements throughout your website, such as your logo, color scheme, and main tagline. Use a clean and modern design that reflects your brand's personality and showcases your services and expertise. Make it easy for visitors to find information about you, your business, your team, and your practice areas. Use testimonials to reinforce your expertise and brand values. And, most importantly, make sure that you fill your website with high-quality and informative content that supports your brand message and resonates with your perfect clients or patients.

2. Social media.

Social media is a powerful tool for building brand awareness and connecting with your target audience. Start by identifying which platforms your target audience uses most frequently. Then, create engaging and informative content that gives a sneak peek into your practice and showcases your brand's personality and values.

Consistency is key here, so post regularly and maintain a consistent brand voice across all platforms. Engage with your followers by responding to comments and messages, and use a variety of content—from blog highlights to staff photos—to keep things interesting.

3. Paid advertising.

Online advertising can be a powerful way to get a new brand off the ground or simply increase your existing brand's visibility and reach. Consider using Google Ads or social media ads to target your ideal audience and drive traffic to a customized landing page on your website. Your ads should be visually appealing and clearly convey your brand's unique selling proposition.

And, whether you’re advertising a specific offer or throwing a wider net, you’ll want to carefully monitor your ad performance and adjust your strategy, as needed. That’s how you’ll get the best results for your brand while keeping a handle on your advertising costs.

4. Video.

The internet is a highly visual medium, and it should be no surprise that video marketing is now a huge component of successful branding. Video is flexible and can “wear a lot of hats” in your marketing strategy. In fact, it can maximize the results you get from all the other foundational branding avenues we talked about above! Potential clients or patients are more likely to remember videos, whether they’re short and fun or more in-depth and educational. And that’s especially true if you can carry off a consistent sense of your brand across all your videos, whether they’re on your website, on a social media platform, or part of a targeted campaign.

Developing a strong branding strategy is essential for any law firm or podiatry practice that’s looking to stand out in a crowded market. Need help homing in on your perfect client or what makes your practice unique? Looking for experts that can walk you through the process of building a brand that lasts? Reach out to us now to book an appointment with our team, discuss your goals and ideas, and start getting your name in front of the kinds of clients and patients you truly want.

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Brand Awareness and Name Recognition Drive More Business to Your Practice