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ePaper created 2015-09-29, 13:02:58 | version 1.38.0
They are welcomed into each area as their brand is widely known, as is the quality associated with it. Equally in franchising, the importance of a strongbrandiscrucialtoenableabusinesstothrive in other areas relies on an existing strength of reputation.Throughbeingpartofthatrecognisable brand, patients will know that each site under that umbrella will offer the same levels of service and quality. Another of my clients, Damira Dental, has recently rebranded from Aspire Dental Care, and is pursuing a franchising model under its new and fresh identity. The business, which has 14 sites across the South of England, has amassed a strong reputation during its eight years in operation, and the strength of its service coupled with its branding will allow that to be replicated across the UK. The creation of a brand identity, which can help support the expansion of a business, can also be of greatimportancewhenitcomestoselling.Itismuch easiertomarketabusinesswhichiswellknownand has invested time and effort in standing out from the crowd. To a potential buyer, they are important factors in instilling the confidence to take on a site in a new territory. Inthisdayandageofdentistrybeinganincreas- ingly competitive business, distinguishing oneself from the many other players has never been more important,andissomethingthatmustbegivendue consideration._ practice management _ branding I I 33cone beam3_2015 Amanda Maskery is one of the UK’s leading dental lawyers.She is Chair of theAssociation of Specialist Providers to Dentists (ASPD) in the UK and a Partner at Sintons law firm in Newcastle. She can be contacted at amanda.maskery@sintons.co.uk. cone beam_about the author