Creating and Maximizing Your Practice Brand

Brand is the perception someone has in their mind about your products or services. What’s in a brand anyway? It’s likely all of the things we don’t think about. A brand is not just a graphic mark, or a font or a color. It’s tone, emotion, people, place and product.

When thinking about good brands, look to the Ritz-Carlton Hotel Company as an example. Companies around the world have adopted their sales and leadership training as a way to improve customer service.

The book, “The New Gold Standard – 5 Leadership Principles for Creating a Legendary Customer Experience,” details their brand service. They believe in treating customers as if they will remain your customers always. They encourage employees NOT to treat customers as though it’s the last time they will see them. Their motto – warmth, engagement and personalization.

The Ritz-Carlton knows they have a value-add to share and it’s evident from management to housekeeping and all the lines in between. A good brand is about instilling a customer-focus attitude toward service, and the Ritz Carlton demonstrates this well.

So what makes a good brand?

A target audience – you can’t be all things to all people.

Uniqueness – that one thing that sets you apart.

Passion – passionate brands are in it for the long haul.

Consistency – quality every time, no matter what.

Competitive - striving for best, continually evolving.

Personalized – delivers brand promise every time.

Service driven – customer is top priority.

Know who you are, who you serve, what you do well -- and deliver the highest service every time.

POS helps practices improve brand identity and consistency. Contact us today to strategize.