How much does it cost to start developing a dental brand?
Branding a dental practice – what’s involved and what can I expect to pay?
This is another very popular question and applies equally well to new projects and re-branding exercises. Like any project, the cost is entirely dependent on scope and also who you chose to carry out the work. Before we move on to typical costs, let’s consider the core elements you will likely need to address when looking to develop a brand for your dental practice:
What is a business brand?
A dental brand is much more than your logo, letter-head and the sign outside your practice – it’s your complete business identity which establishes what you do and where and how you do it. It is the underlying vehicle for establishing credibility and authority within your target market environment and done well, will differentiate you from your competitors. When the core components of the brand have been developed, they can then be used to promote your business through web based and traditional channels as part of your overall dental marketing strategy.
Dental brand elements – the basic components:
- the business name
- the business logo (and strap line where appropriate)
- practice stationery (business card, headed paper, appointment card, compliment slips etc)
- signage
- internal decor and colour schemes
This list should be extended through to staff uniforms, patient packs, local advertising, your website and other web properties (social channels), promotional items etc.
Consistency of use
It is ill-advised to develop a miss-mash of conflicting brand elements so the logo, font, colour schemes etc should all be formalised and then used consistently throughout the various marketing channels. The objective is to present a clear, concise and attractive brand image that your clients can immediately identify.
Cost
Developing a set of high-quality attractive dental brand components is not as expensive as many imagine. Indicative costs for the core elements are as follows:
- logo – £350. This includes full consultation about your target audience, 5 design iterations and production of high and low resolution design files (web and print)
- stationery pack – including headed note paper, compliment slip and business cards – £350 -> £450
- signage – for budget purposes, allocate £2 – 3.5k which will provide a high quality external projecting sign, large flat fascia sign, external brass directory sign (staff names) and a selection of internal signs.
Very high quality dental brand components are now available at realistic prices – less than £5k secures all of the basic elements including high quality practice signage.
It may be stating the obvious but development and deployment of the brand components is just the start. Building your brand is a much longer process and its success depends on many facets including how well you broadcast your message, the quality of service you offer, the level of word-of-mouth referrals you generate and much more.
Summary
A consistent brand image is a fundamental part of a dental marketing strategy. Once developed, the brand image must be used consistently to raise the profile of the practice through traditional and web marketing channels. Developing a set of dental brand components is not as costly as many believe. Exceptional branding services are now available for new launch and re-branding exercises at realistic prices – please call us on 01332 672548 for further information.