February 17, 2025 • 8 mins
The episode discusses the complexities of personal and company branding for clinic owners, highlighting the advantages and challenges of each approach. It emphasizes the importance of building trust and making informed decisions based on long-term goals.
Episode webpage: https://propelyourcompany.com/personal-branding-vs-company-branding/
Here's what we're going over:
- Comparing personal branding to company branding
- Understanding when to utilize personal branding
- Analyzing the challenges of a personal branding approach
- Evaluating the advantages of company branding
- Tips for blending both branding strategies effectively
- Emphasizing the importance of consistent online presence
- Recommending resources for clinic owners seeking branding guidance
Episode webpage: https://propelyourcompany.com/personal-branding-vs-company-branding/
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome back to the Clinic Marketing Podcast, the
go-to podcast for clinic ownerswho want to level up their
marketing.
I'm your host, darcy Sullivanfrom Propel Marketing and Design
, and today we're diving into atopic that comes up a lot when I
work with chiropractors,massage therapists,
(00:20):
acupuncturists and other clinicowners Should you build a
personal brand or focus on thebranding of your company?
If you're just getting started,this decision can have a big
impact on how you market yourpractice, attract patients and
even prepare for future growth.
(00:41):
And here's something to thinkabout.
If you might switch locations,change your business name or
even move into a different areaof healthcare, personal branding
could give you more flexibility.
So let's break this down.
First, let's talk aboutpersonal branding.
(01:02):
A personal brand means that you, your name, your face, your
expertise are the brand.
If you're a chiropractor, yourpatients come to see you, not
just the practice name on thebuilding.
A personal brand helps youbuild trust, authority and
recognition in your industry.
(01:23):
Here's when a personal brandworks really well.
You're just getting started outand you don't know if you'll
stay with the same location orsame company long term.
You might switch practices orrebrand in the future.
A lot of times I see this issuewhen company is about to go
through a rebranding, where theycompletely halt all of their
(01:48):
marketing and set a switch itover to personal branding versus
corporate branding, which canbe a way to address the switch.
As you adjust from branding asone company name to branding to
another company name.
When you're in the time ofin-between and transition, you
(02:09):
can put together content andrepresent yourself as you, the
person, as a personal brand.
So when you're making a video,for example, you would just say
hello, this is Dr Smith.
Today, I'm going to teach youabout fill in the blank instead
of saying Hello, this is DrSmith, from name of company.
(02:32):
This gives you the ability tocontinue on your marketing
efforts without having thedisruption of having to quickly
address the fact that youhaven't been marketing because
you were about to go through thecompany change or transition.
Also, if you want to establishyourself as an expert, maybe
(02:56):
through speaking, podcast orwriting, it's great to also
focus on your personal brand.
You might rely on referrals,word of mouth or social media to
attract patients, and thosepatients are identifying you as
you, the personal brand, versusyou, a company brand.
(03:16):
One of the biggest benefits ofa personal brand is the
flexibility.
If you decide to move or open apractice under a different name
, your patients will follow youbecause they trust you not just
the clinic's name.
But there are also challengestoo.
If you want to scale yourbusiness, bring on other
(03:39):
practitioners or sell yourclinic one day, it can be harder
if everything is tied to yourspecific name.
Now, on the flip side, let'stalk about company branding,
where the focus is on a businessrather than the individual.
For example, instead of beingDr Jane Doe Chiropractor, your
(04:01):
practice could be namedsomething like Peak Performance
Chiropractic or the BalancedWellness Center.
Here's when company brandingmakes sense.
You want to build a team-basedpractice rather than a solo
brand.
You plan to sell the practicein the future.
(04:21):
You're focused on long-termgrowth and expansion, maybe
opening multiple locations.
You want the business to berecognized beyond just your own
reputation.
With a company brand, themarketing isn't all about you.
It's about the clinic, theservices and the patient
(04:42):
experience.
This can make it easier todelegate, grow and eventually
exit your business, but it alsotakes more effort to build trust
.
Patients might not immediatelyfeel a personal connection to a
business name, so you have towork on building brand
recognition through your website, social media and online
(05:05):
reviews.
So how do you decide whichapproach is best for you?
Here's my advice If you're justgetting started out and unsure
about long-term plans, go withpersonal branding.
It gives you flexibility untilyou make those important
decisions.
If you plan to stay solo orbecome the face of your brand,
(05:29):
personal branding could help youstand out.
If you want to scale, bring ona team or sell your practice one
day, company branding isprobably the better move and,
let's be honest, you can do amix of both.
For example, you might brandyour clinic with a company name
but still build your personalbrand as an industry expert.
(05:51):
One way to blend bothapproaches is to have a company
brand for your practice whilestill maintaining a personal
brand through leadership.
Maybe you write articles, speakat events or host a podcast.
Maybe you write articles, speakat events or host a podcast.
At the end of the day, brandingreally is all about building
trust and making it easy forpatients to connect with your
(06:13):
business.
Whether you choose a personalor company branding, make sure
your online presence is focusingon your website, social media
and your Google business profile, making sure they reflect your
brand consistently.
Consistency is key and if youneed help your website or
(06:37):
improving SEO to attract morelocal patients.
Be sure to check out ourwebsite propellyourcompanycom.
There you can find tons ofresources to walk you through
everything you need to get foundon.
You can also book a discoverycall on that website as well.
That's it for today's episode.
(06:58):
If you found this helpful,don't forget to subscribe, leave
a review and share it withothers who you think might
appreciate this information.
Thanks for listening to theClinic Marketing Podcast.
I'll catch you in the nextepisode.
Welcome back to the Clinic Marketing Podcast, the
go-to podcast for clinic ownerswho want to level up their
marketing.
I'm your host, darcy Sullivanfrom Propel Marketing and Design
, and today we're diving into atopic that comes up a lot when I
work with chiropractors,massage therapists,
(00:20):
acupuncturists and other clinicowners Should you build a
personal brand or focus on thebranding of your company?
If you're just getting started,this decision can have a big
impact on how you market yourpractice, attract patients and
even prepare for future growth.
(00:41):
And here's something to thinkabout.
If you might switch locations,change your business name or
even move into a different areaof healthcare, personal branding
could give you more flexibility.
So let's break this down.
First, let's talk aboutpersonal branding.
(01:02):
A personal brand means that you, your name, your face, your
expertise are the brand.
If you're a chiropractor, yourpatients come to see you, not
just the practice name on thebuilding.
A personal brand helps youbuild trust, authority and
recognition in your industry.
(01:23):
Here's when a personal brandworks really well.
You're just getting started outand you don't know if you'll
stay with the same location orsame company long term.
You might switch practices orrebrand in the future.
A lot of times I see this issuewhen company is about to go
through a rebranding, where theycompletely halt all of their
(01:48):
marketing and set a switch itover to personal branding versus
corporate branding, which canbe a way to address the switch.
As you adjust from branding asone company name to branding to
another company name.
When you're in the time ofin-between and transition, you
(02:09):
can put together content andrepresent yourself as you, the
person, as a personal brand.
So when you're making a video,for example, you would just say
hello, this is Dr Smith.
Today, I'm going to teach youabout fill in the blank instead
of saying Hello, this is DrSmith, from name of company.
(02:32):
This gives you the ability tocontinue on your marketing
efforts without having thedisruption of having to quickly
address the fact that youhaven't been marketing because
you were about to go through thecompany change or transition.
Also, if you want to establishyourself as an expert, maybe
(02:56):
through speaking, podcast orwriting, it's great to also
focus on your personal brand.
You might rely on referrals,word of mouth or social media to
attract patients, and thosepatients are identifying you as
you, the personal brand, versusyou, a company brand.
(03:16):
One of the biggest benefits ofa personal brand is the
flexibility.
If you decide to move or open apractice under a different name
, your patients will follow youbecause they trust you not just
the clinic's name.
But there are also challengestoo.
If you want to scale yourbusiness, bring on other
(03:39):
practitioners or sell yourclinic one day, it can be harder
if everything is tied to yourspecific name.
Now, on the flip side, let'stalk about company branding,
where the focus is on a businessrather than the individual.
For example, instead of beingDr Jane Doe Chiropractor, your
(04:01):
practice could be namedsomething like Peak Performance
Chiropractic or the BalancedWellness Center.
Here's when company brandingmakes sense.
You want to build a team-basedpractice rather than a solo
brand.
You plan to sell the practicein the future.
(04:21):
You're focused on long-termgrowth and expansion, maybe
opening multiple locations.
You want the business to berecognized beyond just your own
reputation.
With a company brand, themarketing isn't all about you.
It's about the clinic, theservices and the patient
(04:42):
experience.
This can make it easier todelegate, grow and eventually
exit your business, but it alsotakes more effort to build trust
.
Patients might not immediatelyfeel a personal connection to a
business name, so you have towork on building brand
recognition through your website, social media and online
(05:05):
reviews.
So how do you decide whichapproach is best for you?
Here's my advice If you're justgetting started out and unsure
about long-term plans, go withpersonal branding.
It gives you flexibility untilyou make those important
decisions.
If you plan to stay solo orbecome the face of your brand,
(05:29):
personal branding could help youstand out.
If you want to scale, bring ona team or sell your practice one
day, company branding isprobably the better move and,
let's be honest, you can do amix of both.
For example, you might brandyour clinic with a company name
but still build your personalbrand as an industry expert.
(05:51):
One way to blend bothapproaches is to have a company
brand for your practice whilestill maintaining a personal
brand through leadership.
Maybe you write articles, speakat events or host a podcast.
Maybe you write articles, speakat events or host a podcast.
At the end of the day, brandingreally is all about building
trust and making it easy forpatients to connect with your
(06:13):
business.
Whether you choose a personalor company branding, make sure
your online presence is focusingon your website, social media
and your Google business profile, making sure they reflect your
brand consistently.
Consistency is key and if youneed help your website or
(06:37):
improving SEO to attract morelocal patients.
Be sure to check out ourwebsite propellyourcompanycom.
There you can find tons ofresources to walk you through
everything you need to get foundon.
You can also book a discoverycall on that website as well.
That's it for today's episode.
(06:58):
If you found this helpful,don't forget to subscribe, leave
a review and share it withothers who you think might
appreciate this information.
Thanks for listening to theClinic Marketing Podcast.
I'll catch you in the nextepisode.
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