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I 11 practice management _ brand building I CAD/CAM 1_2015 _Your brand tells people about your business DNA. Your full brand experience, from the visual ele- ments like the logo to the way that your phones are answered, tell your customer about the kind of company that you are. Are all of these points of entry telling the right story? _Your brand provides motivation and direction for your staff. A clear brand strategy provides the clarity that your staff needs to be successful. It tells them how to act, how to win, and how to meet the organisation's goals. _A strong brand generates referrals. People love to tell others about the brands they like. People wear brands, eat brands, listen to brands, and they are constantly telling others about the brands they love. On the flip side, you cannot tell someone about a brand you cannot remember. A strong brand is critical to generating referrals or viral traffic. _A strong brand helps customers know what to expect. A brand that is consistent and clear puts the customer at ease, because they know exactly whattoexpecteachandeverytimetheyexperience the brand. _Your brand represents you and your promise to your customer. It is important to remember that yourbrandrepresentsyou:youarethebrand,your staff is the brand, your marketing materials are the brand. What do they say about you, and what do they say about what you are going to deliver (promise) to the customer? _Your brand helps you create clarity and stay focused. It is very easy to wonder around from ideatoideawithnothingtoguideyou—itdoesnot takelongtobealongwayfromyouroriginalgoals or plans. A clear brand strategy helps you stay focused on your mission and vision as an organi- sation. Your brand can help you be strategic and will guide your marketing efforts saving time and money. _Yourbrandhelpsyouconnectwithyourcustomers emotionally.Agoodbrandconnectswithpeopleat an emotional level, they feel good when they buy the brand. Purchasing is an emotional experience and having a strong brand helps people feel good at an emotional level when they engage with the company. _A strong brand provides your business value. Astrongbrandwillprovidevaluetoyourorganisa- tion well beyond your physical assets. Think about the brands that you purchase from (Coca-Cola, Wrangler, Apple, Perugina, Ferrari)—are these companies really worth their equipment, their products,theirwarehouses,orfactories?No,these companies are worth much more than their phys- ical assets; their brand has created a value that far exceeds their physical value. _Wrapping it up. The best branding is built on a strong idea, an idea that you and your staff can hold on to, can commit to, and can deliver upon. Your brand needs to permeate your entire organ- isation. When your organisation is clear on the brandandcandeliveronthepromiseofthebrand, youwillseetremendousfruitwhilebuildingbrand loyalty among your customer base. But what does a dentist actually sell? Therapies or trust? Improve the management of the dental office by increasing the management control, the Perceived Quality and Value Added, optimising costs, acquiring new patients and increasing the strategic positioning of professional success. Par- ticular attention was dedicated to finding value in being able to offer new therapeutic solutions, especiallyinthiseconomic,socialandcultural‘time of crisis’. There are opportunities for growth in the dental business through increased perception of quality in presenting and managing the range of services in the sphere of performance, even aesthetic, not to mention the more traditional therapies. The professionalismoftheteamoffrontofficeandback office generate word of mouth and optimise all investments in communication. To transfer the Perceived Quality, needs new tools of communica- tion personal and professional. Climate Analysis, Applied neuroscience, Web-Marketing and mo- tivational communication, are just some of the methods..._ Editorial note: This article is the first one from the four partsseries.PartIIwillappearinCAD/CAM2/2015. Prof.Antonio Pelliccia Economy,Marketing & Management Università Cattolica del Sacro Cuore in Rome, Agostino Gemelli Polyclinic UniversitàVita-Salute in Milan, San Raffaele Hospital. Management Consultant for Corporate Strategies and the Strategic Management of Human Resources ap@arianto.it // www.arianto.it CAD/CAM_about the author CAD0115_06-11_Pelliccia 03.03.15 11:04 Seite 4 CAD0115_06-11_Pelliccia 03.03.1511:04 Seite 4