Making a memorable first impression is the key to marketing success.
Successful branding means stepping out of the box, and giving your target market a chance to remember you.
Most chiropractors who I have talked to about logo design, tend to gravitate towards a graphic of a spine as the centerpiece for their branding. The same way dentists use the picture of a happy tooth, or optometrists use glasses – as though we needed a literal and visual depiction of what it is they do.
Don’t get me wrong… these in-your-face graphics may have worked for a certain demographic, or better yet a certain generation of patients. But you have to realize that times are changing fast, and we are now dealing with a more sophisticated (in terms of being web savvy and graphically aware) group of patients, who gravitate towards simple, modern, memorable, and eye-catching.
If you asked me to name, or better yet point out a distinguishable mark, element, or trait from among all the chiropractors I have seen in my life as a patient, I couldn’t think of a single one. That’s because all the chiropractic business cards I have collected throughout the years all have a similar logo and color scheme. I remember they all having a very similar office layout, and you guessed it – the same darn twirly spine animation on their cookie-cutter and templated website.
Invent Your Brand
First, think outside of the box when branding (or re-branding) your practice. That means doing a little bit of competitive analysis and target market research to find out what works and what doesn’t. Steer away from names that have been overused, because the last thing you want to do is confuse your patients.
Second, find a distinguishable and unique element you can add to your office to let patients know that they have arrived at the right destination. I saw a chiropractor’s office recently with pictures of the patient’s shoes framed on the wall. For a second I didn’t know what to make of it, but I soon realized the doctor’s name was Dr. Shoe; I doubt any of his patients will ever forget the name of that practice.
Finally, brand your website around your new logo, name, and office decor. If someone never gets the chance to visit your office, then bring a little bit of the office ambiance as well as your personality onto the website.
Remember, always think of the end-user and not your personal preference or taste. You can decorate your home however way you like it, but your website, marketing material, logo, and general brand must spark a positive and lasting first impression for you to be successful.
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