Branding

Point of Difference and Brand Personality

Wednesday 5th June 2013

Stand out from the crowd!

What is your brand really about? Identifying your Point Of Difference (POD) is the first step towards establishing your ‘brand personality’ – and this can be regardless of what your actual logo looks like! Your Unique Selling Points (USPs) should be clear in all your communications (signage, adverts etc and especially your website). As a result, a visitor will notice and remember your practice, and hopefully seriously study (rather than glance at) your website.

Another point to pay particular attention to in your practice website design, is how you appear to the public. Your website is a 24/7 shop window that works for you even when you’re not working. As such it doesn’t just need to look good, it also needs to convey the right ‘message’, through visual design and content. You need to look and read as the ‘experts’ with the best level of customer service in your area.

To further enhance your practice profile, you should also consider including patient testimonials as a key feature of your website. These don’t just have to be scanned in comment cards, but they can also include video testimonials that help to convey the human side to your practice. To support testimonials, it is also useful to display examples of your work. After all, how else can patients judge the quality of treatment you provide? ‘Before and after’ photos or a ‘smile gallery’ are an excellent way of selling yourself to the world in this regard, and combined with testimonials and perhaps even some simple case studies, can really prove a powerful marketing tool.

 

Best wishes,

The Dental Focus team.

Google Glasses: A Glance into a Future in which the Internet is Inescapable?

Wednesday 29th May 2013

As you are probably aware, Google are about to launch “Google Glasses”.

They will cost £975 a pair and will feature a camera, voice-activated controls and send sounds to the ear.

The display will be just above the right eye and there you can search the internet (for directions, take photos, translate languages and more) and send messages, just as with your desktop or laptop. Storage of data will be via Google’s cloud, with which the glasses will be synced. They could also be synced with Android smartphones when these run the MyGlass app, which has already been released by Google.

But Google Glasses could be a potential distraction and may need to be banned in certain instances. Such as when driving. It will be interesting to note that should Google Glasses become as prominent as the tablet or smartphone, once your glasses are on, you will always potentially be in ‘work mode’ or ‘on call’, and in a state of accessibility and interactivity for the vast majority of your day.

Google glasses, Apple iPhone, Amazon Kindle, Samsung Galaxy plus all the other brands, are continuously coming to market. Whatever the browser (Internet Explorer, Firefox, Chrome, Safari etc), whatever the device (desktop, laptop, PC, Mac, tablet, smartphone and soon; glasses) – the flow of information is increasingly now 24/7.

Dental Focus ensures that your online presence will not only work across all browsers, but also across all devices too. In fact Dental Focus design a special ‘fast-action’ mobile website, a version of your main site, specifically to suit the characteristics of a smartphone.

With this continuous access to information, maybe we will soon need to have a refuge to ‘shut out’ the world, for just a while?

Best wishes,

The Dental Focus team.