What is your brand? As a chiropractor, you likely spend most of your time building your client engagement through appointments and interacting with people in the community. However, whether you know it or not, you likely have a brand image. It is what people know about you, what they think about you, and what they believe your chiropractic practice has to offer. With a few brand development tips for chiropractors, you’ll be able to harness that opinion to make it more specific to your objectives and goals.
Branding is a core component of marketing your business. If you have yet to establish a brand for your chiropractic practice, now is the time to do so since every other component of your market relies on these decisions.
What is Branding?
Think about some of the largest companies you know of. If you were asked what your favorite restaurant is, you may have an image pop into your mind. If you were asked which types of shoes you wear, a brand pops up. Your goal with your own practice is to build a brand that brings up an image of your location when someone needs a chiropractor.
Branding, defined, is the way a business makes itself known to others, good or bad. Branding typically includes developing visual elements, phrases, ideas, and feelings that relate to and become identifiable to your practice by the public.
Why Developing a Brand Matters
As a business owner, one of the core tools you have to build your chiropractic office is to market your company. You need other people to learn that your practice is there, what it has to offer, and why they should be setting up an appointment.
There are several reasons why developing your brand matters to your practice:
- Branding adds value to your business. It helps to build your reputation within your local area. You’re no longer just an office building in a shopping center but a treatment center where people know they can go for help.
- Branding helps to support your marketing. In this way, branding is capable of providing you with guidance in creating content, ads, and other marketing resources. With branding defined, you know what your messaging is, the color schemes to create a visual impact, and what slogans you will use.
- It builds client loyalty. When you have a well-designed and established brand, people are not just “going to the chiropractor.” They are going to the best chiropractor in their neighborhood, and that resonates with them. As a result, they may not only continue to come back but also continue to support you in the community through word-of-mouth advertising and through one-on-one engagement.
With a defined brand, your patients know what you have to offer, when they should contact you, and what to expect.
Brand Development Tips for Chiropractors
Developing your brand is essential, but how do you do it in a positive, impactful manner? Consider these brand development tips for chiropractors that can make a big difference.
Define what makes your business unique
What is the biggest differentiator between your practice and the competition? Clients will likely go several towns away to find a trusted chiropractor. What can you offer that others do not? Define what this is specifically.
Evaluate your competitors
Look a bit further at your competitors. What are their brands like? Are they a low-cost-focused company? Perhaps they use a combination of medical care and chiropractic care. What are they advertising as their benefits? What’s most important here is to find gaps in what your competitors may not be doing as well as you could do so you can take full advantage of those areas.
Identify your ideal client
Next, consider your client. While you may wish to develop your brand based on your own beliefs and goals, do not overlook the importance of considering your target client. For example, if you hope to reach out to high-end clients, perhaps those who are looking for holistic care alongside their chiropractic care or those who have suffered specific injuries, define that. While being specific like this doesn’t exclude other types of clients, it gives you some focus to build your brand better beyond just being a general provider.
Use compelling messaging
What would you include if you could create a simple few sentences that showcase your brand? Work to create a compelling message that is short and sweet but so good that people want to be a part of what you are offering. As you work to develop this, consider incorporating a statement about your purpose, about the service quality you offer, and about those factors that make you different. Your brand image should be defined both by what you can offer clients and what you stand for.
Create a professional logo
While your chiropractic office may have a name and a sign on the front door, does your website have equal branding? Do you have social media pages that incorporate your logo and brand image? If not, it is time to create a professional logo that helps create a visual element that people will learn to correlate with your brand and the services you offer.
Be consistent
Once you have a defined brand, visually, through words, and through the quality of service you offer, ensure that it remains consistent across all touchpoints with prospective clients. That means they should be able to see and experience the same type and level of help no matter if they connect with you online, over the phone, or in person.
Be authentic
One word of warning when creating your brand as a chiropractor. Be real. That is, you want people to get to know you as you, as the chiropractor, are the face of the company. Today, consumers build their brand preferences and opinions based on their personal relationships. If your brand is authentic rather than a sales-focused or gimmicky message, you’ll likely see better results.
Engage your community
Another part of your brand is the way that people interact with you. You are not just an ad in a newspaper like 30 years ago. Rather, you are a person interacting with social media posts online, answering messages sent through email, and communicating with people in the community. In order to build your brand in a positive light, you have to network, communicate, and connect with people. Consider answering community questions, doing videos that explain the services you offer, and diving deeply into high-quality content for your website and blog.
Create valuable content
An extension of your engagement is the quality of content you build. Note that, as a healthcare-related professional, Google expects your website to offer very valuable content that is accurate and written on a professional level. Create blogs with information about various conditions treated. Discuss techniques, services, and strategies that people can use to improve their health and well-being.
Build a reputation
Now that you have a strong business model for your brand work on building it. Get into the community through various events. Make sure you ask your existing clients to share a review of your services online. Interact with social media clients, too.
Build Your Brand with Surefire Local
Surefire Local can help you to master building your brand. Here are some of the tools our platform offers to streamline all of these tasks to make them easier for you to manage.
- Send review requests to your patients through a text message and email, and then post the responses to build your credibility.
- Create and public content on your blog, social media, and Google Business Profile within a matter of minutes and limit the tedious steps involved.
- Share photos and videos across your online presence with ease, and then interact with the comments people post.
- Maintain consistency when it comes to the information found on your business online, including your name, address, phone number, any special offers you have, or updates to your service. Keep it all organized and consistent.
- Increase local search rankings by having an optimized website – you need to be sure the search engines send prospective patients to you when they Google “chiropractor” in your area.
- Measure engagement through your posts and videos so you can adjust your content to ensure your audience is getting what they are most interested in.
- Send targeted email campaigns to foster customer relationships and build your brand (not to mention getting people back in to get the services you offer)
- Determine brand sentiment with word-cloud graphs that can reveal frequently used words in your reviews – and have the means to act on them
Attend a Surefire Local Marketing Platform Demo
There are dozens of ways Surefire Local can help you master social media, website ranking, and branding for your chiropractic practice. There is a lot of work that goes into this process, but with a single platform to manage it all, things get a bit easier.
Use the business intelligence marketing software offered by the Surefire Local Marketing platform at a fraction of the cost of agencies or other services and tools. At the same time, manage the most important online marketing activities to build your brand with ears and all on one platform. Take a Surefire Local Marketing demo now to learn more.