Naming Your Practice
If you’ve wondered how your practice name can affect your logo design, branding, and your practice’s potential for future success, you’re not the only one. We frequently get asked questions about naming practices. Our first response to these questions is a common one: “It depends.”
The smartest marketing solution for one practice, or one dentist, isnt always the smartest or even smart for another. For example, in Manhattan its very common for dentists with private practices to use their own names as their practice name. Part of the reason they do this is to distinguish themselves from the large clinic offices in the area. This, however, is not the smartest thing for everyone in every location.
Be Forward-Thinking
Think ahead to bringing on one or more associates and to eventually selling your practice... Practices named with only the original dentist’s name can be more of a challenge to transition as far as branding goes. We suggest having a name for your practice, like something geographically or “dentally” inspired, and then include your own name underneath it in your logo and on other marketing pieces. You can also add a short tagline to your logo, depending on the design layout and what you have in mind. The order of your name and tagline will depend on the layout of your logo, too, as well as your personal preferences.
Typeface Set-up Example:
Practice Name
Your Name, DDS
Tagline
Having a practice name in addition to your own name will make expansion and sale transitions easier in the future. Your own name, included either in your logo or simply visible on all your marketing pieces, links you as the dentist to the branding of your practice without making the brand image totally dependant on you as an individual. If there’s room for a tagline in your logo composition, a short phrase that encapsulates your practice vision can further personalize your logo and back up your branding efforts.
Names, Taglines, & Your Image
Another thing to keep in mind when naming your practice and developing a logo is what image you want to portray. Is it Family Oriented? Spa Dentistry? Is it General, Cosmetic, & Restorative Dental Care? Do you want to be viewed as more of a center or clinic, or would you rather convey something a little smaller and more personal? We’ve found it to be very helpful (and fun, too) to talk about all these things, and then do a big brainstorm. Writing down all ideas that come to you, and then going back over them, can really get the juices flowing and inspire even more ideas.
Questions for Brainstorming
- What is close to your office? Any special local landmarks or interesting geographical features?
- Can you think of any meaningful words that describe your area and capture its feeling?
- What about words that describe your practice philosophy and vision?
- What is your office theme or decor? What about any unique features of your office exterior and/or interior?
- How would you describe the personality or “flavor” of your office environment? Consider your team dynamics, too.
- Are there specific color combinations that you like and/or dislike? What colors would complement the color scheme of your office and the artwork on the walls?
- Consider signage possibilities as well...
Branding Begins with Your Name & Logo
Branding is important for your presence in your community. Your marketing – from your practice name and the feel of your logo, to your direct mail, website, and beyond – should introduce you as an approachable dentist who cares about your patients and their smiles. As much as possible, you want your marketing, starting with your practice name and tagline, to communicate the benefits you offer people. Consumers really buy benefits, not products and services. The specifics of your services don’t mean nearly as much to people as the benefits of feeling at ease in your office, self-confidence in their smiles, good oral health, and the numerous other benefits of dental care.
We enjoy researching areas and brainstorming to help clients name their practices. Please feel free to call or email us for ideas!
