September 10, 2025 • 16 mins
What if your clinic were a person? That’s the question that sparked this episode with Bianca DiPietro, Jane’s marketing design manager and certified branding expert.
In this conversation, Bianca and Denzil unpack what branding really means for clinics and how it differs from marketing. They explore the full patient journey, from the first Google search to the smell of your waiting room, and why every one of those touchpoints communicates your brand.
What You’ll Learn
You’ll hear why thinking of your clinic as a personality makes branding easier to define, why trust and loyalty are byproducts of a strong brand, and how even small decisions like photography or front desk greetings can completely shift patient perception.
- The difference between branding and marketing, and how they work together
- Why senses like sound, smell, and visuals matter in creating a brand experience
- The role of photography, logos, and typography in shaping first impressions
- How authentic visuals can build stronger patient trust than polished stock images
- Budget-friendly ways to start elevating your clinic’s brand today
Guest Bio
Bianca DiPietro is a creative leader, educator, and maker who believes fearless design fosters real connection. As the Manager of Marketing Designer at Jane, she leads the creative of the brand that’s intentionally human and delightful — bringing warmth, clarity, and care to everything from campaigns to community events and so much more. With a background in education, freelance, and creative leadership at HelloFresh, Bianca blends bold thinking, curiosity, and storytelling to craft meaningful experiences. Off the clock, she’s a half-marathon runner, donut enthusiast, and retired roller derby skater.
Resources mentioned
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Radio Front Desk is Brought to You by Jane
We like to make sure that when we tell you more about Jane, it’s super helpful. Here’s one we think you might like:
Your brand shows up in every detail — from the way your space smells to the way your website feels. With Jane's integration with Clinic Sites, you can create a beautiful, on-brand website that syncs with your Jane account, so your booking, bios, and services are always up to date, and always you.
Learn more about Clinic Sites
Disclaimer: This podcast is for informational purposes only and should not be considered as professional medical, legal, or financial advice.
The views and opinions expressed in this podcast are those of the guests and do not necessarily reflect the official policy or position of the podcast host or its affiliates.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
If you were to envision the person of what your
brand is.
Who are they?
How do they sound?
How do they speak to people?
What do they wear?
Are they bold?
Are they colorful?
Do they wear plain colors thatare only neutrals?
Speaker 2 (00:16):
Welcome to Radio Front Desk.
I'm your host, denzel Ford, andthe voice you just heard
belongs to Bianca DiPietro,jane's marketing design manager
and a certified branding expert.
We sat down together toconsider the many ways clinics
can define who they are, notjust through logos and colors
though we touch on those too butthrough the full patient
(00:38):
experience.
Do you know what comes up whensomeone Googles you, or the way
your clients experience yourfront desk?
There's so much to how brandingshows up in ways you might not
expect.
Know what comes up when someoneGoogles you or the way your
clients experience your frontdesk.
There's so much to how brandingshows up in ways you might not
expect, and that's how we landedon the what if your clinic were
a person exercise you justheard, but it's just the
beginning.
Some clinics are easily able tobuild loyal, lifelong patients,
(01:01):
while others struggle to getpeople in the door.
This episode discusses howoftentimes it's your branding
that builds trust andaccelerates growth.
Let's get into it, bianca.
Hello, welcome to Radio FrontDesk.
I'm so excited.
Today we're going to talk aboutbrand and how clinics can think
(01:26):
about their brands.
So I want to start with theidea of branding and marketing.
They're buzzwords.
We hear them a lot.
Sometimes I think it can beeasy to think we mean the same
thing when we're saying thosewords, but maybe we don't mean
the same thing.
Or it's easy to kind ofconflate the meanings don't mean
(01:46):
the same thing, or it's easy tokind of conflate the meanings,
but they're not quite the same.
So I wonder if you could juststart by talking to us about
what's your way of thinking ofthese two words marketing,
branding.
Speaker 1 (01:53):
Yeah, that's a great question.
So, to put it simply, brandingis who you are as a business or
a person, a sole proprietor, apractitioner and marketing is
how you talk about that andmarket that and message that to
people.
I always say a brand is who youare, so it's foundational.
And then marketing is thevehicle and the megaphone, how
(02:17):
you communicate that out topeople.
Speaker 2 (02:20):
How do you think those two things work together?
Speaker 1 (02:23):
Your branding is really going to make your
marketing strong.
Because if your brand, yourmessaging, your visuals, your
experience of your brand isreally solid, then your
marketing will be superconsistent and the message will
be consistent across channels,will be consistent to your
audience and then peopleestablish trust with you.
(02:44):
Trust establish loyalty,loyalty.
People come back to you as anexpert in your field.
So having a brand, apersonality, I always say, if
you're really struggling to sortof understand what your brand
is, if you were to envision theperson of what your brand is who
are they, what do they wear,how do they sound, what's their
(03:04):
vibe, how do they speak topeople If you think of your
brand as who are they, what dothey wear, how do they sound,
what's their vibe, how do theyspeak to people If you think of
your brand as a person, it'smuch easier to tangibly
understand those sort ofcharacteristics that should be
attached to your brand.
Speaker 2 (03:15):
Can you say more about that and connect the dots
between that and the fact thatin a clinic you have certain
components of a brand, you haveonline version, you have a
physical space, but you'resaying to think about it like
there's this element, that it'slike a person?
Speaker 1 (03:30):
yeah, because if you think of a person you think of
like are they energetic, arethey friendly or are they more
stoic, then it's like what dothey wear?
Are they bold?
Are what do they wear?
Are they bold, are theycolorful?
Do they wear plain colors thatare only neutrals?
That sort of way of likethere's the physical, there's
(03:50):
the way they talk, maybe theyare more reserved, whereas
somebody would hug you Like.
Those sort of actions and waysthat people sort of embody their
personality can be like a brand.
Right, if you're in a clinicand somebody at the front desk
is like greeting somebody and isvery sort of friendly and says
(04:12):
hello, right away, how are you,can I get you anything?
Versus somebody who would sitbehind the desk and wait for
that person to come up and onlyspeak with them when, like they
were like hey, like I'm here formy appointment.
Very different experience withthat person.
So those brand values and sortof that personality comes
through in different ways.
Speaker 2 (04:32):
And if we're thinking about marketing as the
megaphone, the actions brandingis kind of like what holds all
those actions together.
Speaker 1 (04:39):
maybe yeah, in a certain way, and I also like to
(05:00):
think too that your brand youshould always think about your
brand in the senses Like it'salso visuals, it's sound, it's
smell, it's finding you onsocial media, to them walking
into your clinic, seeing thesignage and the atmosphere and
the decor, then the experiencewith the practitioner, then when
they leave, it's every senseand it's the holistic experience
.
Speaker 2 (05:21):
Okay, so throughout this conversation so far, you've
mentioned several components ofa brand.
I'm wondering if you couldsummarize what are like five
really important components of abrand.
Speaker 1 (05:32):
Yeah, so with a brand , you always have typography,
your fonts.
Your fonts should be consistentacross all of your assets,
whether that be in the logo, allof your materials, online and
digital, and signage and allthat stuff.
Then you have your colorpalette.
Color palettes can be two orthree colors.
They can be four or five or sixcolors.
(05:54):
You have primary colors, whichare your main colors, and you
have your secondary colors andtertiary colors, which usually
use more sparsely to add varietyto your brand.
You have your logo.
Your logo usually is made up ofthe typography and the color
palette, but it might haveshapes.
How you use those shapes, arethey rounded?
Are they more sharp?
(06:15):
Do you have recognizable shapeslike a star or a circle?
Are they organic?
I always show students when I'mteaching different visual
toolkits.
So like organic lines andshapes versus your.
Like more just standard shapesright, they give a different
vibe.
If you have an illustrativestyle, it could be sketchy, it
(06:35):
could be solid lines, it couldlook like somebody had
hand-drawn it.
That also gives a differentvibe, right, something that is
iconic versus illustrative,which brings me into like your
icons and your illustrations.
Those are part of your brand.
So do you need them?
Some clinics, practitionersmight, depending on the services
(06:56):
that they offer, they might notneed that sort of element yet,
but it can be in your toolkit asa brand.
I always like to say brandsevolve because when you kick off
your brand and have a logo andyou have your visual identity,
you might realize oh, I'm addingmore services to what I have to
offer.
Maybe it would be useful for meto have illustration or
(07:19):
iconography to supplement mybrand.
Speaker 2 (07:21):
Right.
What about making a logo?
Should people have someone elsedo that for them, or can they
make it themselves?
What do you think of that?
Speaker 1 (07:31):
Oh, that's a really good question.
I feel like it's very hard foranybody to make their own logo
because they're almost too closeto sometimes the.
It's like you need to know whoyou are.
And, going back to what I saidearlier, like if you were to
think of your brand as a person,you should know what that
person is and you should be ableto describe them.
(07:52):
But to make the visuals thatattach to that sometimes is
really difficult, even if youhave the skill set, because I
sometimes feel like too close tobe a little bit more objective
with, like, how the system worksand the brand works.
And the reason I say this isbecause I'm a designer and I, to
(08:14):
this day, still cannot designmy own brand.
So I've had help in the pastbecause I feel like I'm too
close and I can't decide and Ican't make objective decisions
based on what I really want thebrand to be.
And it's very.
It's good to get professionalhelp yeah, even if it's just
(08:35):
like a direction in thebeginning to help give you a
foundation for you to build on.
But there's other people whoare out in the world who have
created logos and they're greatand they work.
So I just find sometimes you'realmost too close to it and it's
it kind of limits your abilityto sort of think what the
(08:56):
potential is for your brand.
Speaker 3 (08:59):
Hey there, christina, here Just a quick moment to
share that this episode isbrought to you by Jane.
We know how much heart you putinto building a practice you're
proud of, and that's why we'rehere to make things like
scheduling, charting andpayments run a little smoother.
If you'd like to take a peekhead to janeapp forward, slash
pricing, because we love a goodbonus.
Don't forget to use the coderadiofrontdesk for a one-month
(09:20):
grace period.
Speaker 2 (09:25):
Okay, I'll keep it short and sweet.
Back to the episode.
I wondered what is your take onstock photography.
I have an issue because many ofthe same type of businesses are
using the same photos, yes, andso I wonder what is your take
on that?
Speaker 1 (09:38):
Yeah, funny enough, I really dislike stock
photography as well, like I,just there's just something
about it that just says stock.
And then you're like, well,I've just grabbed something that
I've purchased and it's notreally my audience or my brand
and how I would shoot it.
The other really interestingabout photography right now is
(10:00):
there is a love for moreauthentic stuff online right
like ugc content, and that justmeans anyone making a photo.
Yeah, it's very good takingtheir phone yeah, recording a
video, taking a photo, notediting it.
There's a trend on social rightnow around doing these like
(10:21):
photo galleries.
People do photo galleries oflike things that are unedited
and they don't look perfect, andit's a thing.
People like that now.
They don't like to see thesuper curated stuff.
If you go to a lot of brand anybrand doesn't need to be a
practitioner or a clinic onlineyou'll you'll see that a lot of
the photography that they'retaking for the brands is now
(10:41):
people looking not at the camera.
They're laughing, they'relooking down, they're not paying
attention.
It's a candid shot.
It looks like it's probably aphoto shoot.
Speaker 2 (10:53):
Right, but it's meant to look candid.
I think you could tell us howJane approaches stock
photography.
How do we do that and whatmakes it work?
Speaker 1 (11:02):
So our stock photography is meant to be more
candid.
It's meant to be.
It's meant to sort of highlightthe delightful moments, right,
the human moments, theconnections between
practitioners and their clients.
I was actually going through acouple of weeks ago our
photography and there's theselike moments where people are
laughing and their enthusiasm inthe photo is seen and they're
(11:25):
so happy and the smiles are likealmost ecstatic, right, yeah,
something that is just you seethe emotion.
And again, going back to brand,you're supposed to make people
feel a certain way and that'sall kind of put into how we
shoot, because we shoot like alot.
There are the more ones whereyou know practitioner is sitting
(11:46):
down, not so much emotion, butyou see that a conversation is
happening and you get manydifferent takes of, like, the
emotion that's happening, theconnections that's happening
this literally just happenedtoday in jane.
Speaker 2 (11:58):
We're looking at a thing we were making that was
like I want these photos tobring the words to life.
I want them to create a feeling.
Speaker 1 (12:07):
Yeah, there's a photo I saw the other day and it was
a practitioner and a patient andthey were making eye contact,
but it was so I don't even knowthe word, it was just so
intentful.
You could see the emotion inthe photo and that's something
you don't get in stock.
Speaker 2 (12:28):
Yeah, I think this really ties into another thing I
want to ask you about, which ishow does all of this relate to
the patient experience?
Speaker 1 (12:45):
your tone and how people receive your brand is
going to dictate how theyinteract with you.
If they feel super connected toyou and they trust you, they
will be more engaged with yoursocial.
They potentially will call youmore and talk to you on the
phone because they know thatwhen they go to your place
you're welcoming and friendly,as opposed to somebody who is
(13:05):
not that way and they go.
I don't really want to call, Idon't want to interact with this
person.
It's maybe it's not ascomfortable as they want it to
be, or human or delightful, andthat sort of prevents them from
interacting and taking action acertain way.
Speaker 2 (13:20):
Yeah, so rapid fire here.
Yeah, what should somebodyspend on photography for their
clinic?
Speaker 1 (13:27):
Ballpark Ooh you can get a really good photo shoot
done for probably $1,000.
Speaker 2 (13:38):
How do you find a good photographer?
Speaker 1 (13:41):
Ooh, the best way I've found photographers
personally is throughentrepreneurial events.
Honestly.
Speaker 2 (13:47):
Oh, interesting.
Speaker 1 (13:47):
Especially if you're new.
So if you're a new clinic, I'massuming I'm going to make the
assumption that you want to bebudget friendly, right?
So there's a lot ofentrepreneurial events in every
city that people live and if yougo to those it's usually find
pretty talented photographerstrying to market themselves and
they're usually moreapproachable, easier to work
(14:08):
with and more budget friendly.
What's more important?
Speaker 2 (14:11):
Good photos or a good logo.
Speaker 1 (14:13):
Oh man, okay, I'm going to say, I'm going to say
your logo, because I feel likewith the UGC thing I said
earlier, you can take some UGCshots and they can be good.
Speaker 2 (14:27):
Okay, okay, how important is smell.
Speaker 1 (14:31):
Ooh, pretty important .
Just because, if we're talkingabout practitioners, I'm going
to say majority of them have aspace, unless it's a virtual
situation, and your space shouldreally have a good scent around
it.
Like again, senses right, thatplays into the visuals as well.
So, like you would also want tomake sure that your space is
(14:55):
visually connected to your logoScent wise, if you have incense
going, I don't know.
Whatever, I think it's prettyimportant.
Is music part of your brand?
Yes, but music audio doesn'talways need to be music, right,
like it can be sound, but audiodoesn't always need to be music.
(15:15):
Right, like it can be sound, soit's not necessarily like a
song.
Speaker 2 (15:19):
It can just be some sort of sound that's connected
to your brand.
For people on a tight budget,whether that's time or money,
what's one small thing that theycan do today to elevate their
brand?
Okay?
Speaker 1 (15:29):
They have the basics.
Speaker 2 (15:39):
Okay, if they have the basics, if they have a logo
and they have socials and things.
I would say investing inphotography would probably be
the best thing to support orpull those things together.
That's it for today's episodeof Radio Front Desk.
My thanks to Bianca DiPietrofor reminding us that branding
isn't just what people see.
It's what they feel, and iftoday's conversation got you
thinking about the rolephotography plays in shaping
that feeling, you'll want tojoin us for our next episode.
We're sitting down with one ofmy favorite photographers, who
(16:02):
specializes in helping clinicscapture authentic, high quality
photos.
You'll learn all his insidertips, like finding the right
light and taking shots that willactually connect with your
patients.
It's a must listen, if I do sayso myself.
If you were to envision the person of what your
brand is.
Who are they?
How do they sound?
How do they speak to people?
What do they wear?
Are they bold?
Are they colorful?
Do they wear plain colors thatare only neutrals?
Speaker 2 (00:16):
Welcome to Radio Front Desk.
I'm your host, denzel Ford, andthe voice you just heard
belongs to Bianca DiPietro,jane's marketing design manager
and a certified branding expert.
We sat down together toconsider the many ways clinics
can define who they are, notjust through logos and colors
though we touch on those too butthrough the full patient
(00:38):
experience.
Do you know what comes up whensomeone Googles you, or the way
your clients experience yourfront desk?
There's so much to how brandingshows up in ways you might not
expect.
Know what comes up when someoneGoogles you or the way your
clients experience your frontdesk.
There's so much to how brandingshows up in ways you might not
expect, and that's how we landedon the what if your clinic were
a person exercise you justheard, but it's just the
beginning.
Some clinics are easily able tobuild loyal, lifelong patients,
(01:01):
while others struggle to getpeople in the door.
This episode discusses howoftentimes it's your branding
that builds trust andaccelerates growth.
Let's get into it, bianca.
Hello, welcome to Radio FrontDesk.
I'm so excited.
Today we're going to talk aboutbrand and how clinics can think
(01:26):
about their brands.
So I want to start with theidea of branding and marketing.
They're buzzwords.
We hear them a lot.
Sometimes I think it can beeasy to think we mean the same
thing when we're saying thosewords, but maybe we don't mean
the same thing.
Or it's easy to kind ofconflate the meanings don't mean
(01:46):
the same thing, or it's easy tokind of conflate the meanings,
but they're not quite the same.
So I wonder if you could juststart by talking to us about
what's your way of thinking ofthese two words marketing,
branding.
Speaker 1 (01:53):
Yeah, that's a great question.
So, to put it simply, brandingis who you are as a business or
a person, a sole proprietor, apractitioner and marketing is
how you talk about that andmarket that and message that to
people.
I always say a brand is who youare, so it's foundational.
And then marketing is thevehicle and the megaphone, how
(02:17):
you communicate that out topeople.
Speaker 2 (02:20):
How do you think those two things work together?
Speaker 1 (02:23):
Your branding is really going to make your
marketing strong.
Because if your brand, yourmessaging, your visuals, your
experience of your brand isreally solid, then your
marketing will be superconsistent and the message will
be consistent across channels,will be consistent to your
audience and then peopleestablish trust with you.
(02:44):
Trust establish loyalty,loyalty.
People come back to you as anexpert in your field.
So having a brand, apersonality, I always say, if
you're really struggling to sortof understand what your brand
is, if you were to envision theperson of what your brand is who
are they, what do they wear,how do they sound, what's their
(03:04):
vibe, how do they speak topeople If you think of your
brand as who are they, what dothey wear, how do they sound,
what's their vibe, how do theyspeak to people If you think of
your brand as a person, it'smuch easier to tangibly
understand those sort ofcharacteristics that should be
attached to your brand.
Speaker 2 (03:15):
Can you say more about that and connect the dots
between that and the fact thatin a clinic you have certain
components of a brand, you haveonline version, you have a
physical space, but you'resaying to think about it like
there's this element, that it'slike a person?
Speaker 1 (03:30):
yeah, because if you think of a person you think of
like are they energetic, arethey friendly or are they more
stoic, then it's like what dothey wear?
Are they bold?
Are what do they wear?
Are they bold, are theycolorful?
Do they wear plain colors thatare only neutrals?
That sort of way of likethere's the physical, there's
(03:50):
the way they talk, maybe theyare more reserved, whereas
somebody would hug you Like.
Those sort of actions and waysthat people sort of embody their
personality can be like a brand.
Right, if you're in a clinicand somebody at the front desk
is like greeting somebody and isvery sort of friendly and says
(04:12):
hello, right away, how are you,can I get you anything?
Versus somebody who would sitbehind the desk and wait for
that person to come up and onlyspeak with them when, like they
were like hey, like I'm here formy appointment.
Very different experience withthat person.
So those brand values and sortof that personality comes
through in different ways.
Speaker 2 (04:32):
And if we're thinking about marketing as the
megaphone, the actions brandingis kind of like what holds all
those actions together.
Speaker 1 (04:39):
maybe yeah, in a certain way, and I also like to
(05:00):
think too that your brand youshould always think about your
brand in the senses Like it'salso visuals, it's sound, it's
smell, it's finding you onsocial media, to them walking
into your clinic, seeing thesignage and the atmosphere and
the decor, then the experiencewith the practitioner, then when
they leave, it's every senseand it's the holistic experience
.
Speaker 2 (05:21):
Okay, so throughout this conversation so far, you've
mentioned several components ofa brand.
I'm wondering if you couldsummarize what are like five
really important components of abrand.
Speaker 1 (05:32):
Yeah, so with a brand , you always have typography,
your fonts.
Your fonts should be consistentacross all of your assets,
whether that be in the logo, allof your materials, online and
digital, and signage and allthat stuff.
Then you have your colorpalette.
Color palettes can be two orthree colors.
They can be four or five or sixcolors.
(05:54):
You have primary colors, whichare your main colors, and you
have your secondary colors andtertiary colors, which usually
use more sparsely to add varietyto your brand.
You have your logo.
Your logo usually is made up ofthe typography and the color
palette, but it might haveshapes.
How you use those shapes, arethey rounded?
Are they more sharp?
(06:15):
Do you have recognizable shapeslike a star or a circle?
Are they organic?
I always show students when I'mteaching different visual
toolkits.
So like organic lines andshapes versus your.
Like more just standard shapesright, they give a different
vibe.
If you have an illustrativestyle, it could be sketchy, it
(06:35):
could be solid lines, it couldlook like somebody had
hand-drawn it.
That also gives a differentvibe, right, something that is
iconic versus illustrative,which brings me into like your
icons and your illustrations.
Those are part of your brand.
So do you need them?
Some clinics, practitionersmight, depending on the services
(06:56):
that they offer, they might notneed that sort of element yet,
but it can be in your toolkit asa brand.
I always like to say brandsevolve because when you kick off
your brand and have a logo andyou have your visual identity,
you might realize oh, I'm addingmore services to what I have to
offer.
Maybe it would be useful for meto have illustration or
(07:19):
iconography to supplement mybrand.
Speaker 2 (07:21):
Right.
What about making a logo?
Should people have someone elsedo that for them, or can they
make it themselves?
What do you think of that?
Speaker 1 (07:31):
Oh, that's a really good question.
I feel like it's very hard foranybody to make their own logo
because they're almost too closeto sometimes the.
It's like you need to know whoyou are.
And, going back to what I saidearlier, like if you were to
think of your brand as a person,you should know what that
person is and you should be ableto describe them.
(07:52):
But to make the visuals thatattach to that sometimes is
really difficult, even if youhave the skill set, because I
sometimes feel like too close tobe a little bit more objective
with, like, how the system worksand the brand works.
And the reason I say this isbecause I'm a designer and I, to
(08:14):
this day, still cannot designmy own brand.
So I've had help in the pastbecause I feel like I'm too
close and I can't decide and Ican't make objective decisions
based on what I really want thebrand to be.
And it's very.
It's good to get professionalhelp yeah, even if it's just
(08:35):
like a direction in thebeginning to help give you a
foundation for you to build on.
But there's other people whoare out in the world who have
created logos and they're greatand they work.
So I just find sometimes you'realmost too close to it and it's
it kind of limits your abilityto sort of think what the
(08:56):
potential is for your brand.
Speaker 3 (08:59):
Hey there, christina, here Just a quick moment to
share that this episode isbrought to you by Jane.
We know how much heart you putinto building a practice you're
proud of, and that's why we'rehere to make things like
scheduling, charting andpayments run a little smoother.
If you'd like to take a peekhead to janeapp forward, slash
pricing, because we love a goodbonus.
Don't forget to use the coderadiofrontdesk for a one-month
(09:20):
grace period.
Speaker 2 (09:25):
Okay, I'll keep it short and sweet.
Back to the episode.
I wondered what is your take onstock photography.
I have an issue because many ofthe same type of businesses are
using the same photos, yes, andso I wonder what is your take
on that?
Speaker 1 (09:38):
Yeah, funny enough, I really dislike stock
photography as well, like I,just there's just something
about it that just says stock.
And then you're like, well,I've just grabbed something that
I've purchased and it's notreally my audience or my brand
and how I would shoot it.
The other really interestingabout photography right now is
(10:00):
there is a love for moreauthentic stuff online right
like ugc content, and that justmeans anyone making a photo.
Yeah, it's very good takingtheir phone yeah, recording a
video, taking a photo, notediting it.
There's a trend on social rightnow around doing these like
(10:21):
photo galleries.
People do photo galleries oflike things that are unedited
and they don't look perfect, andit's a thing.
People like that now.
They don't like to see thesuper curated stuff.
If you go to a lot of brand anybrand doesn't need to be a
practitioner or a clinic onlineyou'll you'll see that a lot of
the photography that they'retaking for the brands is now
(10:41):
people looking not at the camera.
They're laughing, they'relooking down, they're not paying
attention.
It's a candid shot.
It looks like it's probably aphoto shoot.
Speaker 2 (10:53):
Right, but it's meant to look candid.
I think you could tell us howJane approaches stock
photography.
How do we do that and whatmakes it work?
Speaker 1 (11:02):
So our stock photography is meant to be more
candid.
It's meant to be.
It's meant to sort of highlightthe delightful moments, right,
the human moments, theconnections between
practitioners and their clients.
I was actually going through acouple of weeks ago our
photography and there's theselike moments where people are
laughing and their enthusiasm inthe photo is seen and they're
(11:25):
so happy and the smiles are likealmost ecstatic, right, yeah,
something that is just you seethe emotion.
And again, going back to brand,you're supposed to make people
feel a certain way and that'sall kind of put into how we
shoot, because we shoot like alot.
There are the more ones whereyou know practitioner is sitting
(11:46):
down, not so much emotion, butyou see that a conversation is
happening and you get manydifferent takes of, like, the
emotion that's happening, theconnections that's happening
this literally just happenedtoday in jane.
Speaker 2 (11:58):
We're looking at a thing we were making that was
like I want these photos tobring the words to life.
I want them to create a feeling.
Speaker 1 (12:07):
Yeah, there's a photo I saw the other day and it was
a practitioner and a patient andthey were making eye contact,
but it was so I don't even knowthe word, it was just so
intentful.
You could see the emotion inthe photo and that's something
you don't get in stock.
Speaker 2 (12:28):
Yeah, I think this really ties into another thing I
want to ask you about, which ishow does all of this relate to
the patient experience?
Speaker 1 (12:45):
your tone and how people receive your brand is
going to dictate how theyinteract with you.
If they feel super connected toyou and they trust you, they
will be more engaged with yoursocial.
They potentially will call youmore and talk to you on the
phone because they know thatwhen they go to your place
you're welcoming and friendly,as opposed to somebody who is
(13:05):
not that way and they go.
I don't really want to call, Idon't want to interact with this
person.
It's maybe it's not ascomfortable as they want it to
be, or human or delightful, andthat sort of prevents them from
interacting and taking action acertain way.
Speaker 2 (13:20):
Yeah, so rapid fire here.
Yeah, what should somebodyspend on photography for their
clinic?
Speaker 1 (13:27):
Ballpark Ooh you can get a really good photo shoot
done for probably $1,000.
Speaker 2 (13:38):
How do you find a good photographer?
Speaker 1 (13:41):
Ooh, the best way I've found photographers
personally is throughentrepreneurial events.
Honestly.
Speaker 2 (13:47):
Oh, interesting.
Speaker 1 (13:47):
Especially if you're new.
So if you're a new clinic, I'massuming I'm going to make the
assumption that you want to bebudget friendly, right?
So there's a lot ofentrepreneurial events in every
city that people live and if yougo to those it's usually find
pretty talented photographerstrying to market themselves and
they're usually moreapproachable, easier to work
(14:08):
with and more budget friendly.
What's more important?
Speaker 2 (14:11):
Good photos or a good logo.
Speaker 1 (14:13):
Oh man, okay, I'm going to say, I'm going to say
your logo, because I feel likewith the UGC thing I said
earlier, you can take some UGCshots and they can be good.
Speaker 2 (14:27):
Okay, okay, how important is smell.
Speaker 1 (14:31):
Ooh, pretty important .
Just because, if we're talkingabout practitioners, I'm going
to say majority of them have aspace, unless it's a virtual
situation, and your space shouldreally have a good scent around
it.
Like again, senses right, thatplays into the visuals as well.
So, like you would also want tomake sure that your space is
(14:55):
visually connected to your logoScent wise, if you have incense
going, I don't know.
Whatever, I think it's prettyimportant.
Is music part of your brand?
Yes, but music audio doesn'talways need to be music, right,
like it can be sound, but audiodoesn't always need to be music.
(15:15):
Right, like it can be sound, soit's not necessarily like a
song.
Speaker 2 (15:19):
It can just be some sort of sound that's connected
to your brand.
For people on a tight budget,whether that's time or money,
what's one small thing that theycan do today to elevate their
brand?
Okay?
Speaker 1 (15:29):
They have the basics.
Speaker 2 (15:39):
Okay, if they have the basics, if they have a logo
and they have socials and things.
I would say investing inphotography would probably be
the best thing to support orpull those things together.
That's it for today's episodeof Radio Front Desk.
My thanks to Bianca DiPietrofor reminding us that branding
isn't just what people see.
It's what they feel, and iftoday's conversation got you
thinking about the rolephotography plays in shaping
that feeling, you'll want tojoin us for our next episode.
We're sitting down with one ofmy favorite photographers, who
(16:02):
specializes in helping clinicscapture authentic, high quality
photos.
You'll learn all his insidertips, like finding the right
light and taking shots that willactually connect with your
patients.
It's a must listen, if I do sayso myself.
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