Dentists Should Use Branding Standards
When you work with a designer to create a logo, you should also receive a document that establishes overall brand standards for your practice. These are so important that we include them in our dental website design work if the client doesn’t already have one. A brand standards document will help your website, videos, social media posts, print ads, television commercials, and even your pay-per-click ads stay synchronized with
- The focus of your practice, as well as target procedures
- The look of your brand including logo display standards, specific colors to use, fonts that should be used on your materials, and photography instructions that help in image selection
- The language style for your brand so that writing is consistent in tone and word choice
If you don’t use brand standards, the above variables will be helter skelter, based on the whims of the designer, editor, or writer working on your projects. Websites built without branding standards will tend to look templated, even if they are custom dental websites, because the brand is not respected. The logo will look like it was dropped into a website designed for another office.
Dental patients are usually not going to have any design expertise, nor would they necessarily base their decision on the best website per se, but the professionalism of a website can help the patient focus on the content the website presents rather than having a distracting lack of continuity.