Branding: Through Your Staff

What is branding?

Yes branding is the logo, the tagline, the brochures, the newsletters, and the fancy website but the full measure of branding is how you and your staff deliver the experience to your patients at every visit. The experience must give the patient all that you say you are in your mission statement, your vision statement, and your company values.  Your advertising and fancy website will mean nothing if you and your office staff don't live up to who you say you are.

Staff

Its great when you (the health care professional) knows your brand, your target market, and what your promise is to your patients, but does your staff know? Your staff is the face of the office they will be around your patients longer than you will and the patients will have an experience with your staff long before they have an experience with you. With that being said your staff needs to know your brand and what your practice stands for. If your staff doesn't know or understand what you represent it will not be communicated to your patients.

Tips to help your staff get on board:

Communicate with your staff. Communicate with your staff; they need to know what your organization represents and what you expect from them. Set goals and have meetings as often as possible.

Reward good behavior and positive results. Challenge your staff to be greater and reward positive behaviors. If your employees see that you appreciate them and their efforts they will be loyal to you and their brand.

Inspire them. Just like you, your staff has a life and a world of problems outside of the office. Inspire and encourage your staff it will help them throughout the day. Something that works for me is in the morning I read inspirational quotes and get that quote in my mind and it sets the tone for the rest of my day. Create a positive atmosphere for your employees and they will respond positively.

Lead by example. If your employees notice that you are not delivering an experience to your patients they wont either. Your practice is a reflection of who you are good or bad.

Remember your brand is who you are, what you represent, and how that is communicated to your patients (the experience.)