Branding Strategies Made Simple

6 Simple Branding Strategies by Dr. Rico Short

I am a root canal specialist who have been in private practice over 15 years. I've learned a lot building my successful business from scratch through trial and error, blood, sweat, and yes even tears. But one thing I've learned is how to brand...whether consciously or subconsciously. Everyone is a brand whether you admit it or not. Here are a few tips I hope you can use to develop your brand even more.

1. Be consistent.Say what you mean and mean what you say. Just like we get the same coffee at Starbucks regardless of where we buy it – consistency is key. People like to refer people to businesses who knows their quality is consistent. It also reduces stress. Strong brands deliver on their promise with everything they do and always seek to improve. Our slogan “Getting to the ROOT of Your Problem In Comfort.”

2. Be confident.  Confidence is one of the most attractive brand attributes there is. We gravitate to those who are self-assured and unwavering in their optimistic promises. Some may confuse your confidence with arrogance but that's ok. To build your brand – and your following – exude confidence, backed by the true ability to follow through on your promises. Even when all hell breaks loose be confident in what you believe is right and have the courage to admit when you are wrong.

3. Take a stand.Many professionals try not to make waves and want everyone to like them, yet the strongest brands in the world often repel as many people as they attract. Strong brands express a point of view and stick with it fervently.  Just like Nike and the Kapernick situation. Since they supported his cause their stock value has increased while others say they will never wear Nike again. It may feel uncomfortable at times, but personal branding is not about pleasing all the people all the time. It’s about taking a stand – knowing that not everyone is going to agree with you or like you.

4. Create demand through intrigue.  When building your brand, you want to spark a high level of interest. What makes you or your business unique? Are you the “Root Canal Specialist To The Stars”? Can you do a "Pain-Free" Root Canal? Can you save a tooth others are saying to extract? Can you do a flawless veneer like a VVS diamond? Can you extract a tooth like a magic trick? Can you sing while doing dentistry? If so market it and ask others to help you!  And oh boy they will! Put the case on social media or your website with the patient’s consent. You are helping them become a star as well!

5. Be recognizable.Strong brands have a trademark. For some it is a catchphrase like Coke “it’s the real thing.” For others, it’s a piece of clothing – like Mark Zuckerberg’s gray t-shirt.  Mine is "Getting to the Root of your Problem" and Endodontist to the Stars. Write a book! And yes put your face on the cover. Folks need to know who you are! What’s your trademark?

6. Build brand ambassadors. Have a community of people who support you  – a group of brand ambassadors who are on a mission to help build your brand. Social media is a great way to do this. Folks like to "share" , "repost", & "retweet" stories of interest. We all need others to help spread our message. Personal branding is not something you do by yourself. You need to build a core community before you can grow your visibility in the larger community. I even give patients t-shirts to wear for a pain free root canal experience!

Above all, be authentic and secure in yourself, that’s the most important tenet of personal branding. 

Dr. Rico Short

Board Certified Endodontist / Author / Speaker

CEO, Apex Endodontics P.C and The LEEP Group

www.ApexEndodontics.net