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BUSINESS 12 DENTAL TRIBUNE Pakistan Edition May 2016 The importance of brand ... Continued from Page 02 • Target Audience: done correctly, your brand can assist you in getting a stronger foothold in your niche market. Define your unique selling position and consider methods to communicate key messages to your desired audience. Use specific images or phrases to encourage the feel of inclusivity. Let them know the reason your company exists and how it can fulfil their needs. This can connect you to your target audience, engage them and motivate them to buy. • Emotional Connections: according to a 2010 study conducted by the world’s largest public relations firm, Edelman, the Y Generation, also known as the Millennials, consider brand identification almost as important as religious preference and ethnic background when defining themselves online. The power of branding has successfully melded into that of personal identification and emotional connection. • Message Delivery: having strong branding can evoke trust from your niche market. This can translate to your newsletters, emails and advertisements garnering a greater response, hence increasing sales. As people will already be vested in your brand, they will be confident that they will receive value for time spent reading your messages or researching your product. • Consistency: focus on your long-term branding efforts to keep your business consistent. This consistency should transcend messages, product lines and audience appeal. It should enhance your business, adding depth to your company’s presence. This should allow you to grow and keep a loyal following. Many small organisations and start-ups neglect spending necessary time thinking about their brand in this broad sense and the impact it has on their business. Let’s look at 10 reasons why digging into your brand is important: • Branding promotes recognition. People tend to do business with companies they are familiar with. If your branding is consistent and easy to recognise, it can help people feel more at east purchasing your products or services. • Your brand helps set you apart from the competition. In today’s global market, it is critical to stand apart from the crowd. You are no longer competing on a local stage, your organization now competes in the global economy. How do you stand out from the thousands or millions of similar organisations around the world? • Your brand tells people about your business DNA. Your full brand experience, from the visual elements 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 what to expect each and every time they experience the brand. • Your brand represents you and your promise to your customer. It is important to remember that your brand represents you: you are the brand, 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 idea to idea with nothing to guide you—it does not take long to be a long way from your original goals or plans. A clear brand strategy helps you stay focused on your mission and vision as an organisation. Your brand can help you be strategic and will guide your marketing efforts saving time and money. • Your brand helps you connect with your customers emotionally. A good brand connects with people at 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. A strong brand will provide value to your organization 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, their warehouses, or factories? No, these companies are worth much more than their physical 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 organisation. When your organisation is clear on the brand and can deliver on the promise of the brand, you will see tremendous fruit while building brand 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, optimizing costs, acquiring new patients and increasing the strategic positioning of professional success. Particular attention was dedicated to finding value in being able to offer new therapeutic solutions, especially in this economic, social and cultural ‘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 professionalism of the team of front office and back office generate word of mouth and optimise all investments in communication. To transfer the Perceived Quality, needs new tools of communication personal and professional. Climate Analysis, Applied neuroscience, Web-Marketing and motivational communication, are just some of the methods. DT Italy aving time and simplifying procedures is key to maintaining a profitable practice. With the introduction of the APC Flash-Free Adhesive Coated Appliance System in 2013, orthodontists have seen the elimination of the flash removal step from bracket bonding, saving significant time without compromising bond strength. When orthodontists said they wanted more brackets available with this adhesive system, 3M listened. At the AAO’s 2016 Annual Session, 3M is introducing Victory Series Low Profile Brackets with APC Flash-Free Adhesive (available in August), enabling this 3M line of best-selling brackets to now offer best-in-class bonding efficiency. Victory Series Low Profile brackets with APC Flash-Free Adhesive will join Clarity ADVANCED Ceramic Brackets, the SmartClip SL3 and Clarity SL Self-Ligating Appliance Systems and Victory Series Superior Fit Buccal Tubes in offering orthodontists advanced adhesive technology that allows them to move directly from bracket placement to bracket cure without removing adhesive flash, according to the company. Patients treated with 3M brackets that include APC Flash-Free Adhesive also benefit from added protection for tooth enamel and a quicker and easier debonding appointment, the company said. Further positioning orthodontists for productivity and patient satisfaction, 3M will also introduce enhancements to the SmartClip SL3 Self-Ligating Appliance System, resulting in improved rotational control and reduction in engagement and disengagement forces, the company said. By continuously incorporating user feedback, 3M is perfecting an arsenal of products that enhance efficiency, improve the patient experience and simplify procedures, according to the company. “3M Oral Care offers unique and efficient products that help orthodontists differentiate their practices, grow case starts and enjoy clinical, professional and personal success,” said James Ingebrand, vice president and general manager, 3M Oral Care. “Brilliant esthetics, expanded availability of APC Flash-Free Adhesive and enhancements to SmartClip SL3 Self-Ligating Brackets are just three of the exciting reasons to visit the 3M exhibit at the 2016 AAO Annual Session.” At the AAO meeting, industry experts were discussing their experience with 3M products, along with tips and tricks for use, at the 3M booth. Topics included Class II correction, esthetics, digital orthodontics and lingual orthodontics, with experts such as Dr. LisaAlvetro, Dr. Moe Razavi, Dr. Shane Langley, Dr. Adam Schulhof, Dr. Anoop Sondhi, Dr. Bill Vogt, Dr. Neil Warshawsky and Dr. Robert Waugh. Orthodontists were encouraged to visit the booth to experience the benefits of APC Flash-Free Adhesive first hand and to try out 3M’s patient-facing Paint Your Smile web app on a big screen. DT USA 3M expands efficient bonding procedure across bracket lines The APC Flash-Free Adhesive Coated Appliance System S