How to build a brand a separate yourself from the crowd in dentistry. James Goolnik and Chris Barrow deliver this dynamic presentation. For further information see www.bacd.com

1. The branding
experience
James Goolnik
Chris Barrow

5. Why brands are important

7. always start with a definition..

8. always start with a definition..
A brand is a name, term, sign, symbol,
association, trademark or design which is
intended to identify the products or services of
one provider or group of providers and to
differentiate them from those of competitors.

9. always start with a definition..
A brand is a name, term, sign, symbol,
association, trademark or design which is
intended to identify the products or services of
one provider or group of providers and to
differentiate them from those of competitors.
A brand has functional and emotional
elements which create a relationship between
customers and the product or service

10. Brand attributes

11. Brand attributes
The functional and emotional associations which are assigned to a
brand by its customers and prospects

12. Brand attributes
The functional and emotional associations which are assigned to a
brand by its customers and prospects
If your business were a person, what personality would it have?

13. Brand attributes
The functional and emotio
brand by its customers an
If your business were a pers

14. •Visual Identity •Language
•Web •telephony
•uniforms •reception
•literature •consultation
•Product Design •business
•branded experiences •Attitude
•Systems •can do
•finance •dealing with problems
•marketing •Customer Service
•CRM •added value
•Ops •Teamwork
•Environment •co-operation
•exterior •Culture
•common areas •mission, vision, values, plan, targets,
goals
•clinical areas

15. Functional
•Visual Identity •Language
•Web •telephony
•uniforms •reception
•literature •consultation
•Product Design •business
•branded experiences •Attitude
•Systems •can do
•finance •dealing with problems
•marketing •Customer Service
•CRM •added value
•Ops •Teamwork
•Environment •co-operation
•exterior •Culture
•common areas •mission, vision, values, plan, targets,
goals
•clinical areas
Emotional

16. The Top 10 global brands

18. and the winners are...

19. Brand Essence

20. Brand Essence
The articulation of the “heart and soul” of the
brand

21. Brand Essence
The articulation of the “heart and soul” of the
brand
The Tagline

22. Brand Essence
The articulation of the “heart and soul” of the
brand
The Tagline
3-5 short phrases

23. Brand Essence
The articulation of the “heart and soul” of the
brand
The Tagline
3-5 short phrases
capturing the core essence or spirit

24. Brand Essence
The articulation of the “heart and soul” of the
brand
The Tagline
3-5 short phrases
capturing the core essence or spirit
defines and guides

25. Brand Essence
The articulation of the “heart and soul” of the
brand
The Tagline
3-5 short phrases
capturing the core essence or spirit
defines and guides
Image driven, Intangible, Symbolic

26. The Role of Social Media
The Role of Social
Media in branding
You MUST Build
community

27. The Role of Social Media
The Role of Social
Media in branding
You MUST Build
community

28. The Role of Social Media
The Role of Social
Media in branding
You MUST Build
community

29. Brand Champions

30. Brand Champions
Internal and external story-tellers

31. Brand Champions
Internal and external story-tellers
spread the brand vision, values and
cultivate within the business

32. Brand Champions
Internal and external story-tellers
spread the brand vision, values and
cultivate within the business
Committed and passionate

33. Brand Champions - the winners

34. Brand Champions - the winners

35. Brand Champions - the winners

36. Brand Champions - the winners

37. Brand Champions - the winners

38. Brand Champions - the winners

39. Brand Champions - the winners

41. Brand awareness
You have a brand -
whether you like it or
not!

42. Brand awareness
You have a brand -
whether you like it or
not!
Brand recognition
the ability to confirm
prior exposure/
knowledge
Brand recall
the ability to retrieve
from memory by
mentioning the
product before the
brand

43. Brand awareness
You have a brand -
whether you like it or
not!
Brand recognition
the ability to confirm
prior exposure/
knowledge
Brand recall
the ability to retrieve
from memory by
mentioning the
product before the
brand

44. Brand awareness
You have a brand -
whether you like it or
not!
Brand recognition
the ability to confirm
prior exposure/
knowledge
Brand recall
the ability to retrieve
from memory by
mentioning the
product before the
brand

45. The BACD “vibe”

48. Mission: Inspire and promote excellence in dentistry in the UK

49. Mission: Inspire and promote excellence in dentistry in the UK
Vision: The most influential, open and dynamic community of
dental professionals

50. Mission: Inspire and promote excellence in dentistry in the UK
Vision: The most influential, open and dynamic community of
dental professionals
Values: Commitment, Integrity, Passion, Willingness to Share

53. Why branding in independent
dentistry?

54. Why branding in independent
dentistry?
Community awareness

55. Why branding in independent
dentistry?
Community awareness
New patient acquisition and conversion

56. Why branding in independent
dentistry?
Community awareness
New patient acquisition and conversion
Long-term membership

57. Why branding in independent
dentistry?
Community awareness
New patient acquisition and conversion
Long-term membership
Treatment sales

58. Why branding in independent
dentistry?
Community awareness
New patient acquisition and conversion
Long-term membership
Treatment sales
Patient retention

59. Why branding in independent
dentistry?
Community awareness
New patient acquisition and conversion
Long-term membership
Treatment sales
Patient retention
Word of Mouth recommendation

60. Why branding in independent
dentistry?
Community awareness
New patient acquisition and conversion
Long-term membership
Treatment sales
Patient retention
Word of Mouth recommendation
Succession planning

61. Who cares about branding in
independent dentistry?

62. Who cares about branding in
independent dentistry?
25-35’s (DINKIES/SINBADS/LOMBARDS)

63. Who cares about branding in
independent dentistry?
25-35’s (DINKIES/SINBADS/LOMBARDS)
35-50 (YUMMY MUMMIES/GLAM
GRANS)

64. Who cares about branding in
independent dentistry?
25-35’s (DINKIES/SINBADS/LOMBARDS)
35-50 (YUMMY MUMMIES/GLAM
GRANS)
50-70 (AFFLUENT BABY-BOOMERS)

65. Who cares about branding in
independent dentistry?
25-35’s (DINKIES/SINBADS/LOMBARDS)
35-50 (YUMMY MUMMIES/GLAM
GRANS)
50-70 (AFFLUENT BABY-BOOMERS)
OVER 65

66. Who cares about branding in
independent dentistry?
25-35’s (DINKIES/SINBADS/LOMBARDS)
35-50 (YUMMY MUMMIES/GLAM
GRANS)
50-70 (AFFLUENT BABY-BOOMERS)
OVER 65
THE GAY POUND

67. What are brand-aware
patients buying?

68. What are brand-aware
patients buying?
Whitening

69. What are brand-aware
patients buying?
Whitening
Facial Aesthetics

70. What are brand-aware
patients buying?
Whitening
Facial Aesthetics
Invisalign

71. What are brand-aware
patients buying?
Whitening
Facial Aesthetics
Invisalign
Incognito

72. What are brand-aware
patients buying?
Whitening Veneers
Facial Aesthetics
Invisalign
Incognito

73. What are brand-aware
patients buying?
Whitening Veneers
Facial Aesthetics Cerec crowns
Invisalign
Incognito

74. What are brand-aware
patients buying?
Whitening Veneers
Facial Aesthetics Cerec crowns
Invisalign Dental Implants
Incognito

75. What are brand-aware
patients buying?
Whitening Veneers
Facial Aesthetics Cerec crowns
Invisalign Dental Implants
Incognito Denture stabilisation

77. Whitening Botox Invisalign Incognito veneers Cerec Implants Dentures
25-35
35-50
50-70
65+
Gay
Pound

78. Developing your own brand in
dentistry
The New Practice
Ollie & Darsh
The Existing
Practice
Chapel Road
Ortho

79. Case Study!
Aesthetics

80. Case study
College Street

81. Case study
Spring Grove Dental

82. The G2G’s
Branding Trademarking
Web Brand standards
architect Front desk
designer TCO
optimiser Ethical selling
community manager
Literature

83. Bow Lane Dental Group

84. Brand Essence

85. Brand Essence
Dentistry focused on giving you the best smle
possible......

86. Brand Essence
Dentistry focused on giving you the best smle
possible......
...and helping you maintain it for life.

87. Brand Essence
Dentistry focused on giving you the best smle
possible......
...and helping you maintain it for life.
advanced dentistry from leaders in the
profession

88. Brand Essence
Dentistry focused on giving you the best smle
possible......
...and helping you maintain it for life.
advanced dentistry from leaders in the
profession
technology used to benefit you

89. Brand Essence
Dentistry focused on giving you the best smle
possible......
...and helping you maintain it for life.
advanced dentistry from leaders in the
profession
technology used to benefit you
comprehensive care all under one roof

90. What is your niche?
smiles in the city
Name
Logo
Website
Literature
D E N TA L G R O U P

92. smiles in the city
D E N TA L G R O U P

95. D E N TA L G R O U P D E N TA L G R O U P D E N TA L G R O U P D E N TA L G R O U P
D E N TA L G R O U P D E N TA L G R O U P D E N TA L G R O U P D E N TA L G R O U P
D E N TA L G R O U P D E N TA L G R O U P D E N TA L G R O U P D E N TA L G R O U P

97. D E N TA L G R O U P

98. Bow Lane Web Site

99. Newsletters
SUMMER
WINTER
2006
2007
2005
YO U R N E W S L E T T E R F RO M B O W L A N E
YO U R N E W S L E T T E R F RO M B O W L A N E
YO U R N E W S L E T T E R F RO M B O W L A N E
Brace yourself! Sweeten that Breath The Wand
You may (or may not) have noticed
some of our staff sporting braces,
proving once and for all that they’re
tooth movement and create a series of
clear, custom-made aligners. London Dental Practice Saving your Bad breath. An acutely embarrassing problem – especially if your dental hygiene is
impeccable and your dentist has ruled out any gum disease or tooth infection. Use a
The Wand is a revolutionary new
computer-controlled local anaesthesia
not something just for kids! There are
many different types of orthodontic
treatment now available. First there are
So if you or someone you know has
been thinking about straightening their
teeth but are worried about the
of the Year valuable time mouthwash? It only provides short-term relief. So where do you go from there? Did
you realise that bad breath can be digestive in origin? Inadequate digestion of
injection system that can provide a
more comfortable injection perfect
appearance during treatment, or feel The most exciting news we have to share with you is that we have won the Combined exam and hygiene protein, a build-up of ‘unfriendly’ bacteria in the digestive tract, dieting, dehydration for the nervous patient.
porcelain brackets which are clear and
placed on the front of the teeth, that they are too old for braces, then coveted ‘London Dental Practice of the Year’ award. We are honoured to have been We here at Bow Lane Dental understand and lingering toxins in the colon caused by irregular bowel movements can all lead
fret no more. Braces have come a long given this recognition by our industry and this only affirms our commitment to raising The needle is not
another option is lingual braces where how important your time is.That is why to unpleasant mouth odours. As a nutritional therapist, my three key tips for
the brackets are placed on the inside of way since the ‘train track’ days and with the main cause of
the standards of dental care and customer service. It also enabled a few select we have started to combine our regular combating bad breath are:
the teeth – people will only know you the help of our orthodontist Dr Asif discomfort during
Chatoo we can straighten your members of the practice to party until the small hours at the awards ceremony. hygienist visits with the 6 month and
have braces if you tell them! 1 Drink at least two litres of water per day. Dehydration can lead not only to an injection. It is the
smile and nobody would have 12 month dental checkups.This allows our
For straighter teeth there is constipation but also to a reduction in saliva, which is vital to flush away pressure and
to know you had braces. patients to save time as the dentist will
also Invisalign, which is a odour-producing bacteria. volume of the fluid
new invisible way to So next time you’re in come into the hygiene room while you going into the
straighten teeth without
braces. It uses advanced
3-D computer imaging
the practice have a look
and see who’s wearing
this season’s latest
Artist in are there to carry out the check-up and
you will only need the one appointment.
2 Eat plenty of fruit and vegetables and wholegrains. Aim for a minimum of five
portions of fruit and vegetables every day and wherever possible choose the brown
tissues that
stimulates the pain
Bow Lane
wholegrain version of bread, rice, pasta and so
technology to simulate fashion accessory! And best of all it works out cheaper receptors.The
on. These provide soluble fibre which is
than having two separate appointments. microprocessor
essential for healthy evacuation.
We’ve added a splash of colour to the Please note this service is only applicable inside The Wand
practice, in the form of some new artwork, to our regular attendees. 3 Eat a small pot of bio ‘live’ plain automatically creates the ideal
most of which is by artist Scott Schwager. unsweetened yoghurt every day. A pressure for least discomfort,
Originally a New Yorker, Scott’s paintings Late evenings
Get
recent study showed that 90mg depending where in the mouth it is
have been inspired by friends, fellow artists,
We now have a 5pm hygiene spot for daily of bio ‘live’ plain yoghurt over used. It numbs the site of insertion
and his surroundings. His paintings at Bow
those patients who can’t get to us before six weeks reduced incidence of bad and develops a ‘pathway of
ZOOMed
Lane Dental Group have been chosen from
work since 2002. 5pm. One of our hygienists,Vicky Wilson, breath. This is probably by anaesthesia’ so you hardly feel the
The artwork shown in the Bow Lane is will be working one late evening a week. repopulating the digestive tract with needle at all.
ZOOM 2 has arrived – the latest and available for sale, so if a piece takes your Our dentists are also available for out-of- ‘friendly’ bacteria which crowd out the
greatest in tooth whitening. The new fancy please ask at reception for more details. We know that some patients get
hours appointments, though these must odour-producing bacteria.
ZOOM 2 only takes one appointment
of 45 minutes to whiten your teeth as Facial Aesthetics be arranged in advance.
Averil Lockhart DipION
more nervous than others at the
mere sight of a needle and syringe.
opposed to an hour. Results achieved
are whiter, brighter teeth with reduced
sensitivity, and most patients having no
Free dental We are delighted to be able to offer Botox® and facial dermal filler treatment at
averil_lockhart@hotmail.com That’s where the Wand system is
so great; it is a small lightweight
discomfort at all.
With Christmas just around the corner
examination? Bow Lane Dental Group for the treatment of facial lines and wrinkles.
This revolutionary anti-wrinkle treatment is used for softening and smoothing age-
handpiece that resembles a pen.
Even more amazing, certain injections
now is the perfect time to whiten up, The best way for us to grow is through related facial lines so that your skin will look noticeably younger and healthier. Please
your referrals. As an extra thank you when can be made possible without the
and a whitening treatment is a lovely contact us to find out more!
gift for a friend or loved one. ZOOM 2 you refer a friend, partner or colleague to unnecessary numbness of the tongue,
is £595, which also includes a home our practice, your next dental examination Treatment Co-ordinator cheek and face. Imagine leaving the
maintenance kit so you can maintain will be complimentary (you will only need dentist’s office without a ‘fat lip’ and
to pay for any required x-rays). Sarah Henry has been working as a dental nurse at Bow Lane Dental Group
those pearly whites all year round. going to your meetings without the
for the past four years. Sarah’s range of experience has led her to be appointed as
feeling of dribbling.
our new Treatment Co-coordinator. In her new role, she will seek to guide you A recent Bow Lane
through your treatment from start to finish. Sarah looks forward to meeting and Italian cooking outing
discussing all your treatment needs with you. Her email address is with Giancarlo Caldesi
treatmentco-ordinator@bowlanedental.com

102. Add some sparkle
to that special Specia
l
valentines kiss £20hygien
e
offer
Pop in to secure your appointment
or call 020 7236 3600
and speak to Danni or Ruth
Limited appointments available.
D E N TA L G R O U P
Visit us online at

103. What is a branded experience?

104. The shift from commodities to
experiences

105. The shift from commodities to
experiences
The Third Place

106. The shift from commodities to
experiences
The Third Place
The Five Principles

107. The shift from commodities to
experiences
The Third Place
The Five Principles
1. make it your own

108. The shift from commodities to
experiences
The Third Place
The Five Principles
1. make it your own
2. everything matters

109. The shift from commodities to
experiences
The Third Place
The Five Principles
1. make it your own
2. everything matters
3. surprise and delight

110. The shift from commodities to
experiences
The Third Place
The Five Principles
1. make it your own
2. everything matters
3. surprise and delight
4. embrace resistance

111. The shift from commodities to
experiences
The Third Place
The Five Principles
1. make it your own
2. everything matters
3. surprise and delight
4. embrace resistance
5. leave your mark

112. Case Study - Applewood

113. The Branded Experience in
Dentistry

114. The Branded Experience in
Dentistry
Schemes and Plans

115. The Branded Experience in
Dentistry
Schemes and Plans
Bleaching

116. The Branded Experience in
Dentistry
Schemes and Plans
Bleaching
Crown and Bridge
work

117. The Branded Experience in
Dentistry
Schemes and Plans
Bleaching
Crown and Bridge
work
S&P

118. The Branded Experience in
Dentistry
Schemes and Plans
Bleaching
Crown and Bridge
work
S&P
Dentures

119. The Branded Experience in
Dentistry
Schemes and Plans Becoming a member
Bleaching
Crown and Bridge
work
S&P
Dentures

120. The Branded Experience in
Dentistry
Schemes and Plans Becoming a member
Bleaching Smile for Life
Crown and Bridge
work
S&P
Dentures

121. The Branded Experience in
Dentistry
Schemes and Plans Becoming a member
Bleaching Smile for Life
Crown and Bridge Smile Makeover
work
S&P
Dentures

122. The Branded Experience in
Dentistry
Schemes and Plans Becoming a member
Bleaching Smile for Life
Crown and Bridge Smile Makeover
work
HMA
S&P
Dentures

123. The Branded Experience in
Dentistry
Schemes and Plans Becoming a member
Bleaching Smile for Life
Crown and Bridge Smile Makeover
work
HMA
S&P
The Confidence Shop
Dentures

124. Case study - Smilepod

128. The You Tube
Channel

129. Internal marketing

130. Internal marketing
phone calls

131. Internal marketing
phone calls
enewsletters

132. Internal marketing
phone calls
enewsletters
email

133. Internal marketing
phone calls
enewsletters
email
texts

134. Internal marketing
phone calls
enewsletters
email
texts
postcards

135. Internal marketing
phone calls
enewsletters
email
texts
postcards
new patient packs

136. 1st Dental Practice
iPhone App

146. Mobile advertising

147. Developing your brand

148. Do you know your
patients?

149. Survey
www.surveymonkey.com

153. What we found out
Professional, relaxed and good continuity
97.5% patients found reception team excellent
Text reminders one day earlier esp. for Monday
appointments
Don’t like having the sound on the TV in patient lounge
No diet coke!
Not enough reading matter for women

154. Your vision

155. 10 steps to create your own
brand

156. 10 steps to create your own
brand
1. Lead

157. 10 steps to create your own
brand
1. Lead
2. Be unique

158. 10 steps to create your own
brand
1. Lead
2. Be unique
3. Involve everyone

159. 10 steps to create your own
brand
1. Lead
2. Be unique
3. Involve everyone
4. Advance the idea

160. 10 steps to create your own
brand
1. Lead
2. Be unique
3. Involve everyone
4. Advance the idea
5. Innovate

161. 10 steps to create your own
brand
1. Lead 6. Empower ambassadors
2. Be unique
3. Involve everyone
4. Advance the idea
5. Innovate

162. 10 steps to create your own
brand
1. Lead 6. Empower ambassadors
2. Be unique 7. Deliver systems
3. Involve everyone
4. Advance the idea
5. Innovate

163. 10 steps to create your own
brand
1. Lead 6. Empower ambassadors
2. Be unique 7. Deliver systems
3. Involve everyone 8. Communicate!
4. Advance the idea
5. Innovate

164. 10 steps to create your own
brand
1. Lead 6. Empower ambassadors
2. Be unique 7. Deliver systems
3. Involve everyone 8. Communicate!
4. Advance the idea 9. Measure
5. Innovate

165. 10 steps to create your own
brand
1. Lead 6. Empower ambassadors
2. Be unique 7. Deliver systems
3. Involve everyone 8. Communicate!
4. Advance the idea 9. Measure
5. Innovate 10.Evolve

168. Internet Leadership
Be seen, be found, be talked about.
Adam Hampson
Iain Scott
Krishan Joshi
James Goolnik

169. the dental business club
more profit in less time
DBC Open: Free access to ezine, blog, iPhone Strategic Coaching: Develop an exciting three year vision for your
apps, downloads, social network. practice and your life.
Financial Modelling: Understand your accounts, cash flows, KPI’s
DBC Discovery: Full day practice consultation and profitability models.
with CB, plus 89 days digital coaching.
Marketing: Attract an abundance of new patients.
DBC Digital: Unlimited email/telephone access Customer Relationship Management: Keep your existing
to CB, plus weekly progress report. patients happy, investing and referring.
DBC Mastermind: Quarterly full day group meeting Ethical Selling: Become polished at the sales conversation.
(10 practices) with CB; for principals, spouses and Leadership and Management: Build the inspired team that can
senior management. Share content, community run your business for you.
& confidence. Access to all DBC Digital services. Time Management: Balance your professional and personal life.
DBC Elite: Quarterly full day practice meeting with Thought leadership: Become part of an innovative club.
CB; on site with owner(s) and/or team. Tailor-made Accountability: Work with CB who will diligently move you forward.
consultancy & coaching to achieve individual vision,
Community: Share the ‘vibe’ of other confident principals.
mission, targets and goals. Plus two meetings per
year of Elite Clients to share content, community
T: 07713 644437 E: coachbarrow@me.com
& confidence. Access to all DBC Digital services.
www.coachbarrow.com/blog

170. Case Study:
The Four Pillars of The Four Seasons

171. james@bowlanedental.com
coachbarrow@me.com