Point of Difference

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.