How to Build a Veterinary Practice Brand
Branding helps veterinary practices stand out in a sea of other businesses offering similar services. But what exactly is branding? A brand is more than a logo on your website. A good veterinary practice brand helps you establish an identity that aligns with your goals and values. This allows pet owners to see who you are and what you care about so you can attract clients with similar mindsets. Whether you’re an established practice, new to the area, or looking to re-brand, here are a few tips to get you started.
Why veterinary practice branding matters
Before getting into the details, think about what you want to achieve with a new or revitalized brand. What is your long-term vision? What short-term goals can help you get there? Here are some things you can accomplish with a targeted brand strategy:
- Attract new clients — Tailor messaging to the pet owners you want as clients.
- Build client loyalty — Focus on community and relationships to encourage return clients.
- Establish differentiators — Highlight what sets you apart from other clinics and why pet owners should choose you.
- Increase visibility — Become a household name and build credibility as the local pet-care authority.
Establishing a veterinary practice brand identity
Your veterinary practice brand identity is your hospital’s voice and should speak to your mission, vision, values, and personality. Here are the steps to establishing a compelling identity:
- Define your mission, vision, and values — When was the last time leadership examined the hospital's original mission, vision, and values? Chances are, these beliefs have evolved over the years, and it’s time to review and adjust them to match the current team. What drives your practice, and what are your goals? Determine the values you want to operate within and use them to guide your branding choices.
- Develop a brand voice — Are you warm and conversational, casual and funny, or professional and authoritative? Your voice should align with the audience you want to attract, as well as your team’s personality. For example, a clinic in a rural area might use a friendly tone to convey a family feel, while a specialty hospital in a large city might use a more formal tone to build trust.
- Craft the visual representation of your brand — Your logo, colors, and font should invoke a sense of who you are and what you stand for. Have fun creating a logo or invest in a graphic designer to help you mock-up ideas. Updating your logo can bring new life to a tired image, but ensure the logo is changed on all of your marketing materials, including your website, signs, and educational handouts. Collaborate with your core team to ensure everyone embraces the logo before committing to the switch.
Veterinary practice branding in action
Once you’ve defined your new identity, the next step is to share it with the world. Here’s how to promote your revamped brand:
- Create a digital presence — Craft a visually appealing and easy-to-navigate website that features your team and the brand’s new look. Establish a presence on social media to share glimpses of the team and prove you embody the values your brand portrays.
- Engage with the community — Sponsor a booth at local pet-friendly events or host pet owner education sessions to showcase your personality and establish your team as a community resource.
- Invest in marketing — Develop campaigns and seasonal promotions that align with your branding goals. Use your digital presence to share pet health information and promote the practice’s unique values.
Building a strong veterinary brand starts with understanding your team’s goals and defining the hospital’s identity. Establishing a meaningful mission and vision projects a consistent image that stands out from competing clinics. A successful brand resonates with clients, reflects your personality, and builds trust and loyalty in the community.
