Long gone are the days of radio promotions and newspaper advertisements. Our world has gotten much more visual and as a result, we have to focus so much energy on making our practices look good. Even though you aren’t selling a visual product, your imagery has to be polished and professional. This can be really hard for dental professionals that don’t have a background in photography or graphic design!
No matter what your branding looks like, you need great imagery to entice people and build trust. If you’ve been getting by with iPhone shots that are getting lost in a sea of expert photography, it’s time to think about a visual brand makeover. You don’t have to do a full re-brand, but investing in a few visual elements can really go a long way when it comes to standing out online and even being able to attract the kinds of patients you want to serve.
The All-Important Logo
Your logo. If thinking about it gives you a mild case of the hives, it’s probably time to give it a little attention. There are so many DIY logos out there, some good and some not-so-good. Templates make it so easy for anyone to whip up a logo in minutes, but there’s something to be said about a professionally designed logo. You can almost always tell the difference.
The logo for your dental practice is something that you should invest in. Please avoid hiring someone from Fiverr or looking for the cheapest option on the message boards. A great logo takes time, and a good designer should get paid a fair price for their time and experience. This is something that you’re going to use constantly, and for a long time, so spending a little bit of money on it just makes sense. Work with someone whose work you love and be sure to let them know what you like. This will cut down on the back and forth and the expensive revisions that sometimes come when you don’t have clear communication with your designer.
Your Fonts and Colors
In a recent blog post, we talked all about color psychology when it comes to branding and social media images. If you’re creating a new practice or re-branding an existing one, be sure to think about the colors you’re using and the psychology behind them. You may need to do a visual brand makeover – focusing especially on the color scheme – in order to attract the right people and communicate your messaging in the most effective way possible.
Similarly, the fonts you use help tell the story of your dental practice. If you haven’t given much thought to your font choice, chances are you’re not sticking with one or two fonts. Using too many different fonts can make your branding look sloppy and confusing. The key with effective visual branding is consistency and uniformity. You might think people will get bored of seeing the same thing all the time, but the truth is, there are lots of things vying for people’s attention. You’ll see it more than anyone else, and the trust you build with your consistent visual style will help people a) instantly recognize you in a crowded market and b) instantly know who you are and what you’re about.
The Content You Share
The images you share online matters when it comes to your visual branding. This is why it is so important to have a digital marketing strategy. Make a list of a handful of content “categories” that represent you and your brand. When you map out a month’s worth of social media content (yes, you should be doing this) you will simply rotate between the content categories. This will create a mix that is both fresh and cohesive for your brand.
For example, at my dental practice, we share images featuring our team, funny or inspirational quotes related to dentistry, graphics of smiles and lips, and images of candy. We love rotating between these categories and by doing so, we’re always telling our unique story. People expect to see this content from us, and when they see something on their feed that fits into one of these categories, they think of us. It’s all about brand recognition!
We love to create libraries of styled stock photography that dental practices and other small businesses can use to promote themselves online. That’s why we created Soiree Stock, our sister business. We created numerous libraries of gorgeous photos, and we’re always adding new content to keep things fresh. If you are thinking about a visual brand makeover, check out our membership options and save yourself some time and energy on your social media marketing.
If you’re serious about your visual branding, we also offer a custom branded photography option. We can use your products, brand, logo, and preferred props to create photography that’s fully customized just for your practice. No more struggling to take photos yourself or hiring an expensive photographer every time you need new images. Our team can get you everything you need to have a polished and professional presence online!