What does emotionally connective branding have to do with your facility? The answer is written on the walls so to speak. Branding your company’s image goes beyond choosing a modern logo and publishing a high tech on-line website. It’s exemplified by the style and design quality of your facility; - from your space’s architecture, furniture and lighting design, right down to the design of your floral arrangements. If your advertising is slick, but your office looks out-of-date, your brand won’t project. If your qualifications are high, but your taste in facility décor and ergonomics is low, your image will lose a lot of credibility. Creating Unique and Complete Branding Once you have translated your strengths into a brand image, it takes a unique set of strategic and creative skills to incorporate your brand into your office facility. It shouldn’t be limited to the waiting area either! Good architectural and design branding can send a subtle positive message throughout your facility and it can have a favorable impact on both patients and staff members. Here are some of the ways creative architectural and design branding can work within your dental facility: Suite entry treatments - Everyone can agree that a powerful, yet friendly logo enhances your image and maximizes awareness of your practice, but a great logo distinguishes your practice from all others when it is creatively incorporated into your interior architecture. This practice’s brand is high-end service within a luxury facility. From the inviting entrance to the convivial conference room to the five-star extended-hour private waiting room, this practice’s high-style branding flows throughout the entire facility. First Impressions Your waiting room is more than just a comfortable holding facility for patients and families. It’s where patients and their families first experience your brand, including all the positive (or negative) aspects of your practice.
- Is your waiting area distinctive from other offices?
- Does it say something unique about your style or your brand of service?
- Do the furnishings reflect your level of excellence?
- Do you offer patients and families personal activity areas such as computer stations and audio/visual entertainment?
- Do people feel comfortable with the furniture and its placement? Are others invading their private space?
- Are there interesting displays and areas of interest that compel visitors to learn more about your unique brand of service?
- Promotional display units –Branding your unique image is all about your style of promotion. Just as TV promos are edited to match a program’s genre and a specific audience, your practice’s architectural and design branding is built to appeal to your clientele.Self-promotion can be worthwhile, but it can turn out crass or classy depending on the design treatment. Ask yourself this:Promotional display units –Branding your unique image is all about your style of promotion. Just as TV promos are edited to match a program’s genre and a specific audience, your practice’s architectural and design branding is built to appeal to your clientele.Self-promotion can be worthwhile, but it can turn out crass or classy depending on the design treatment. Ask yourself this:
- Are your authored materials, spotlight articles and award certificates being displayed to their best advantage or are they simply framed and hung?
- Is your professional image shining through the clutter?
- Does the presentation reflect your distinctive style?
- Are leaflets displayed in a way that is unique to your image?
- Do clients in your waiting areas feel compelled to take a closer look?
- Do you offer other audio/visual promotional features to educate patients or to create a relaxed mood?
When promotional material is strategically and tastefully exhibited on custom high-end display units, people take notice and your entire image is enhanced. What’s more, your patients are made to feel special too.
Modern architectural shelving units can promote your own unique brand of service and level of expertise. Branding Throughout Your Entire Facility An architectural/design team experienced in listening to your needs and interpreting your style can create compelling images throughout your facility; images that uniquely show off your brand. Corporate branding should flow throughout your facility punctuating your sophistication and style. Your brand may also be enhanced through the addition of natural elements such as daylight and flowers. Even colorful lighting mirrors your brand.
A custom counter in the patient BEFORE AFTER recovery area was designed to The addition of a colorful waterful of light, ceiling accommodate one dental lights and other modern architectural elements, surgeon’s signature floral expands this dental surgeon’s small facility and arrangements. enhances his practice’s modern branding.All Dentists are Artists One of our clients remarked to us that if he hadn’t become a dentist, he would have become a sculptor or fine artist. Dentistry is an art and we’ve shown that when a dental office displays original artwork, the doctors’ own images, talents and good taste is enhanced. Corporate artwork placement is another a form of emotionally connective branding that can support your level of excellence, your success and your high standards. It also makes clients feel special.
A small waiting area appears larger and more Cost-effective artwork adds impressive with the addition of a prominent levity and projects a professional work of original art. image to this staff workout room.Conclusion
Your unique brand is your company’s signature style. It’s a persona; an image that distinguishes your practice from all others. Your brand can be compelling and positive, or, if neglected can be ordinary and unmemorable. Today, patients and clients have greater choices as more and more medical professionals choose to keep the look and feel of their practice in line with their professional image. There are many cost-effective ways to achieve effective facility branding. Just talk to an experienced team of design professionals who have a successful track record for bolstering their clients’ image, while bringing new business to their practices. Award-winning interior designer Cb Miles, ASID allied and Architect Carlos Ostrej, Architect NCARB, specialize in modern architectural and interior design for medical and dental facilities. Visit www.cbmiles.com and www.carlosostrejarchitect.com Subscribe to From the Desk of Cb Miles by Email © Copyright Cb Miles 2011. All rights reserved. Other Credits: Photography: Cb Miles; Drew Tobin Architecture – Colin Lichtenstein; CM Hellmann; Carlos Ostrej
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