The Branding Decision That Shapes Your Patient Pipeline and Your Future Exit [Propel Playback]

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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Episode Transcript

SPEAKER_00 (01:10):
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, massagetherapists, acupuncturists, and

(01:32):
other clinic owners.
Should you build a personalbrand or focus on the branding
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.
And here's something to thinkabout.

(01:54):
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 about personalbranding.
A personal brand means that you,your name, your face, your

(02:18):
expertise are the brand.
If you're a chiropractor, yourpatients come to see you.
Not just the practice name onthe building.
A personal brand helps you buildtrust, authority, and
recognition in your industry.
Here's when a personal brandworks really well.
You're just getting started outand you don't know if you'll

(02:41):
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 a company is about to go
through a rebranding where theycompletely halt all of their
marketing instead of switch itover to personal branding versus

(03:04):
corporate branding, which can bea way to address the switch as
you adjust from branding as onecompany name to branding to
another company name.
When you're in the time ofin-between and transition, you
can put together content andrepresent yourself as you, the

(03:26):
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 Dr.
Smith from Name of Company.
This gives you the ability tocontinue on your marketing

(03:47):
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
through speaking, podcast, orwriting, it's great to also

(04:11):
focus on your personal brand.
You might rely on referrals,word of mouth, or social media
to attract patients.
And those patients areidentifying you as you, the
personal brand versus you, acompany brand.
One of the biggest benefits of apersonal brand is the

(04:33):
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
practitioners, or sell yourclinic one day, it can be harder

(04:55):
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, yourpractice could be named
something like Peak PerformanceChiropractic or the Balanced

(05:18):
Wellness Center.
Here's when company brandingmakes sense.
You want to build a team-basedpractice rather than a solo
brand.
You plan to sell the practice inthe future.
You're focused on long-termgrowth and expansion, maybe
opening multiple locations.

(05:38):
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
experience.
This can make it easier todelegate, grow, and eventually
exit your business.

(06:00):
But it also takes more effort tobuild trust.
Patients might not immediatelyfeel a personal connection to a
business name, so you have towork on building brand
recognition through yourwebsite, social media, and
online reviews.
So how do you decide whichapproach is best for you?

(06:24):
Here's my advice.
If you're just getting startedout and unsure about long-term
plans, go with personalbranding.
It gives you flexibility untilyou make those important
decisions.
If you plan to stay solo orbecome the face of your brand,
personal branding could help youstand out.
If you want to scale, bring on ateam, or sell your practice one

(06:47):
day, company branding isprobably the better move.
And let's be honest, you can doa mix of both.
For example, you might brandyour clinic with a company name,
but still build your personalbrand as an industry expert.
One way to blend both approachesis to have a company brand for

(07:07):
your practice while stillmaintaining a personal brand
through leadership.
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
business.
Whether you choose a personal orcompany branding, make sure your

(07:30):
online presence is focusing onyour website, social media, and
your Google business profile,making sure they reflect your
brand consistently.
Consistency is key.
And if you need help yourwebsite or improving SEO to
attract more local patients, besure to check out our website,

(07:53):
propelyourcompany.com.
There you can find tons ofresources to walk you through
everything you need to get foundonline.
You can also book a discoverycall on that website as well.
That's it for today's episode.
If you found this helpful, don'tforget to subscribe, leave a
review, and share it with otherswho you think might appreciate

(08:17):
this information.
Thanks for listening to theClinic Marketing Podcast.
I'll catch you in the nextepisode.