Practice Cafe, Llc

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If you’re not in Manhattan or Washington, D.C. or the like, using your name as your practice name could be shortsighted. Think ahead to hiring one or more associates, bringing on a partner, or eventually selling your practice. A dental practice named with only the original dentist’s name can be more of a challenge to transition as far as branding and marketing go. It has limited appeal in your community. We recommend naming your dental practice with something geographically or “dentally” inspired, and then include your own name with your logo on your marketing.

Having a practice name in addition to your own name will make expansion and sale transitions smoother in the future. Your own name, included either in your logo or simply visible on all your marketing pieces, links you as the dentist to the branding of your practice without making the brand image totally dependent on you as an individual. If there's room for a tagline in your logo composition, a short phrase that encapsulates your practice philosophy can further personalize your logo, bolster your branding efforts, and help to differentiate you from your competition.

Branding is important for your presence in the community. Your marketing – from your practice name and the feel of your logo, to your direct mail, website, and beyond – should introduce you as an approachable dentist who cares about your patients and their smiles. As much as possible, you want your marketing, starting with your practice name and tagline, to communicate the benefits you offer people. Consumers really buy benefits, not products and services.

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