Home Onboarding - Brand Identity Package Often a doctor/practice owner assigns a point person on their side to manage the Brand Identity Package project. This is not a problem as long as the point person is fully authorized to provide direction and offer final approval. Our team is putting in creative energy, time, and effort to complete the project to the satisfaction of the point person. It is not uncommon for the point person (if not the doctor/practice owner) to absolutely love a design concept but the doctor/practice owner to dislike it -- individual tastes vary. In this situation, the doctor/practice owner will have to pay to redo the design if the design was based on what the point person directed us to do. In our experience, it is best to not allow other non dental marketing professionals to sway you on design direction. We have seen cases where a dentist has appointed someone else (staff member, spouse, etc...) whose own opinions on what a good site should be can be distracting, and whose input can result in a 'Frankenstein' design. You are paying us because we are the experts with vast, proven experience in dental marketing and can deliver an end product with a predictable level of quality. We are the authority on dental branding. We know what success looks like for these projects, and we will not lead you astray. BEST PRACTICE: if the doctor/practice owner will have strong opinions or preferences on the project, don't assign a different point person. Doctor/Practice Owner Authorization for Point Person * I fully authorize the point person specified to manage this project and understand if I do not like the outcome of their direction I will need to pay to redo it. Point Person Email * This should be our primary point of contact for this project - this would also be the person with the FINAL SAY on design direction and approvals. This is most often the dentist, but can sometimes be another person acting on the dentist's behalf Point Person - First Name * Point Person - Last Name * Full Name of Doctor * Separate by commas if multiple Name of Practice (as you'd like it to appear in the logo) * Practice age and story * Be as detailed as you like - the more you give us, the more we can do 🙂 Market description * Later in this brief we ask you about your target market - for now, it's important for us to understand what kind of area/market your practice is in and wants to target effectively. Is it rural? Urban? Is it a refined, sophisticated area? Is it a little more laid back and down-to-earth? The Doctor(s) MISSION * Why do you get out of bed and go to the office every day (beyond income)? What does success look like in your eyes? * Five years from now, what where would you like to see your practice? What are the practice's core values * How do you do what you do? What distinctive attributes define you and your team? Who is your target patient? * Tell us about the perfect patient for your practice that you can realistically attract given your location. If you have developed target personas already, please include them here If you were best friends with your brand and had to describe its personality in 4–6 words, what would they be? * Down-to-earth Family oriented Honest Friendly Compassionate Exciting Cool Unique Reliable Technical Leader Competent Sophisticated High-end Charming Luxurious Outdoorsy Rugged Positioning Statement - Let us know if you need help with this * The following is a simple formula to construct a strong positioning statement: Who you are + What you do + How you do it. Why should the customer remember you? Any other words not listed above that you would use to describe your brand? Additional Brand Messaging You can simply repeat your positioning statement verbatim in your marketing, or you can also use different types of phrases and messages that communicate similar thoughts. The point is that your marketing isn't going to consist of only your positioning statement. What other things would you like to say? Select the logo style that you feel best reflects your practice's brand (or the brand you are seeking to establish) * Wordmark Lettermark Combination Mark Emblem Logo Mascot Logo Pictorial Mark Abstract Mark What Typeface (font) best matches the personality of your brand? * Serif (traditional/established) Sans Serif (modern/minimalist) Script (playful/youthful) Handwriting (vintage/feminine) Display (bold/forceful) Note that these are only categories of fonts. There are hundreds/thousands of font options out there within each category and we will find the perfect one for you. These Brand Images Speak to Me * Are there any logos out there in the world do you think match the visual style of what you are looking for? Don't limit yourself to those shown - this is just to prime the pump As simple as the end product can sometimes be, creative design can be difficult and time-consuming. Significan changes can represent additional effort and expense. For example, If you indicate in this brief that you want modern and minimalist design, but then later decide you want to switch to an ornate emblem logo, this represents a significant shift in the direction of the work and the previous work was wasted. Depending on the extent of the change, we may need to bill for it. Similarly, if you had a patient that said they wanted beautiful, natural looking veneers, but then later said they want gold crowns instead after you already paid a lab to create the veneers, of course you would bill for the already expended effort and cost. Please review your answers above. If you have any questions at this point, please let us know. Confirm? * I hereby authorize DentalCMO to create my visual branding based on the guidance I provided within this brief. I understand that if I decide to change any of the elements of the brief once work has commenced, I may incur a fee. If you are human, leave this field blank. Submit