The Difference Between A Brand And An Identity.
A brand is how your patients “feel” about your practice:
It creates an emotional bond between your patients and your treatments. Think of it as the ‘essence’ of your practice. What’s more, branding is a gradual process that develops over time and is dependent on the beliefs and opinions of your patients. It’s an experience, a feeling and an impression. Obviously, it’s within your control to offer a wonderful service and an amazing patient experience. But, at the end of the day, only your patients can determine how they feel about your practice.
An identity is how your business is “dressed:”
Your identity is everything that your patient “sees and hears” about your practice. It’s the accumulation of all your visual and audio elements. Unlike your brand, your identity is completely within your control and can be established quite quickly. There are numerous elements of your small business identity including:
– The name of your practice
– Your marketing message or slogan
– Your logo
– Your colours
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