3. Create Your Brand

Your branding is the external facing components of your company. These are the things people usually see first. We know Nike’s brand. We know Chick Fil-A’s branding.

What images come to mind when people think of your practice?

In this module, we’re talking about choosing your logo, colors, fonts.

We are doing the work now of building a brand because it’s going to come together nicely when you crank out your marketing. Here’s the main point: Your brand is not about you.

If you’re a patient-centric clinician, you need to create patient-centric branding. That means that you don’t choose names, colors and a logo because you like it, you create it because you think your patients will connect with. That’s why we started with Who. If you’re targeting active people, professional athletes, postpartum women, or families, your branding will be tailored to them.

To kickstart a brand, you need three things: Name, logo, colors.

1. Let’s Look At Your Practice Name

There are four kinds of names you can choose from:

1. Aspirational
• Aspirational name casts a vision for the ideal outcome of the patient. Examples could be: Active Life Chiropractic, Healthy Family Chiropractic, Movement Chiropractic
  
  
2. The Problem You Solve
• This is the name that dials in to the Problem. Example are: Northwest Injury Clinics, San Jose Pain Clinic, Back Pain Clinic
  
  
3. The "Body Part" Name
• You can choose one joint you specialize in treating or you can just lay claim to every joint. That one is already claimed. But if you want to specialize in a certain area, go for it.
  
  
4. Regional Name
• You claim chiropractic care in your city (If it's not taken yet). Examples: Winnipeg Chiropractic 
  
  
5. The "Your Name + Chiropractic" Name
• Least recommended, it’s short sighted and comes with many challenges down the road. It doesn’t cast vision of the patient aspiration. It’s doctor-centric. It’s Tough to get buy-in from associates who want to feel like they’re part of something that’s bigger than just you. It’s also tough to resell to another doctor who after the purchase of your practice will have to give it a new name, unless they are really committed to carrying on your legacy in town.

What else should you do when considering a name?

1. Does your name reflect your goals? If you want to bring in other disciplines, don’t make chiropractic the main part of the name. You want other disciplines and clinicians to be able to invite their friends and it’s hard for them to invite patients for the best massage in town at a chiropractic office.
   
   
2. Is your name ok to abbreviate? People will take the path of least resistance when describing your practice to others. 

We recommend going with the aspirational name. It’s patient-centric and will connect with what the head and heart of your patients need to know about you - you provide great outcomes for them…and you will for the life of the practice. You might as well be known for it.

2. Pick Your Three Colors.

You need three colors to build brand recognition and to use in your marketing. And paint your office too. This is not your time to pick your favorite colors. Pick three that align with your ideal patient. It’s for them. Colors are powerful for stirring emotions. You want them to like it and feel comfortable. You’ll likely have one dominant color and then need to pick complementary colors to go with them.

Thankfully you can Google tools like “Canva color picker” or just “Color Palette Options” and you’ll have all kinds of options. And if you’re like me and you’re not sure what will work, ask your spouse or friends. If you’re not sure who to ask, pick your favorite sports team (or local sports team). That team has already spent hundreds of thousands of dollars with consultants who helped them put three colors that work together.

You’ve got an ideal patient in mind, a message, a name, some colors, and now it’s time for a logo.

3. Design A Logo Or Hire Someone For It

People get obsessed over their logo and they shouldn’t.

Clinics have been delayed for months, maybe years because some owner was overthinking their logo. Rather than caring about your logo, patients would rather you show up and help them solve their back pain.

You can ask a friend from high school, a nephew, or hire an agency to create a logo for you. Check out the resources below to find a vendor who can help you choose a logo.