Brand Audit

Future proof your business

Brand Audit

Future proof your business

Are you who you say you are? The Hive brand audit is designed to find out, so that if anything is jarring for patients you’ll know about it and be able to take decisive action.
You probably think we mean your practice name and logo, but your brand is actually everything, everything from the way your team members greet your patients to the uniform they wear and the magazines you leave in the waiting room.

What is a Brand Audit?

A brand audit can future proof your business.
Dental patients are becoming increasingly sophisticated and if they’re going to stay with you they need all your messaging to be emotionally relevant to them. With the corporatisation of the UK dental market this threat is clear and present — is there a Bupa near you by any chance?
A brand audit can future proof your business by analysing your current position and establishing which qualities of your brand are effective and which aren’t, but this isn’t about changing things according to the latest fad. You seldom want to change your brand significantly because every time you do you will lose the brand equity you’ve built up.

How it works

Don’t believe the people who say it’s clever to chop and change; it is clever, and prudent, however, to know what works and what doesn’t with your brand.
For your brand audit we use data from a range of sources including:
Patient surveys
Web data and data from historic marketing campaigns
Appraisal of your competitors and catchment demographics

Patient surveys

Web data and data from historic marketing campaigns

Appraisal of your competitors and catchment demographics

Carve out your own space in the market

It can sometimes feel like the biggest brands have done all the hard work early on and are still reaping the rewards years later.

Usually it’s the complete opposite; established companies struggle to stay innovative and relevant as they grow and it takes a huge amount of work to stay at the top, with every upstart trying to usurp them.

The good news if you own an independent dental practice is you have all sorts of tools in your repertoire to counter the threat from corporates and carve out a resilient space in the market.

Usually it’s the complete opposite; established companies struggle to stay innovative and relevant as they grow and it takes a huge amount of work to stay at the top, with every upstart trying to usurp them.

The good news if you own an independent dental practice is you have all sorts of tools in your repertoire to counter the threat from corporates and carve out a resilient space in the market.

BE REMARKABLE

Appeal to your catchment market’s sense of place.
There is an opportunity for you to appeal to your catchment market’s sense of place, showing local sensibilities in your marketing collateral and a level of quality in your customer service that the mass-produced corporates cannot possibly achieve. If you can deliver these remarkable experiences through exceptional branding all you need to do is let your patients build your reputation for you by word of mouth, social media and online reviews (which have become indispensable to consumers).

FOCUS ON EXPERIENCE

If you focus your marketing efforts and compete on an experiential level you can win big.
Corporates may have the marketing budget to do nationwide banners, TV ads and ads in national newspapers and glossies, but if you focus your marketing efforts and compete on an experiential level you can win big because, despite all their apparent polish and shine, the corporates can’t compete with you on the patient journey.

MAKE MEANINGFUL CONNECTIONS

We want to help you make more emotional connections with people.

Your best competitive advantage is being transparent and communicating that you are who you say you are.

If you’re ready, the place to start is with an audit of your brand proposition, your front of house areas and your website — get in touch to book this in with us. You’ll receive a brand guidelines document as a reference for all future creative work to ensure consistency.

OUR INSIGHT

"Last time I checked, people still lived in the real world. They went out of the house, talked to people, and assessed products based on how good they were. Yes, they often succumbed to instant gratification, but they made repeat purchases when they liked the product and the people selling. They responded to blended marketing. It’s strange to have to spell this out, but digital marketing is only a small fraction of this process."
Luc Wade, Marketing Director at Hive Business