Defining a clear brand for your squat practice

In episode two of Developing a Squat Practice, Kunal Thakker shares why developing a strong brand is crucial.

Today, we’re going to be talking about branding – something I am hugely passionate about.

Defining your brand strategy is really important. Knowing and having a strong, solid brand that consumers, patients and customers can connect to is crucial.

For Tooth Club, I think this is one of the biggest elements of our success – having a really strong brand that patients know. We have made sure that we have got a bold, solid brand that people can connect to.

And it is all about balance. Our clinics, and the branding that we’ve done in our clinics, is there to be accessible for everyone. We didn’t go super high-end and niche because we felt that it would restrict certain patients.

But equally, our practices look really nice, they’re warm, they’re welcoming and appeal to the mass market. And that’s what our brand tried to do, bring in volume, but high-end volume.

Get the team on board

When you come into our clinics, they smell good, they look good and we’ve got a fantastic team that are there to welcome you.

This is really important, because you could have the prettiest looking practice, but if your team don’t represent your brand or follow your brand values, it destroys the brand altogether and no one will believe in your brand.

Having a clear mission, vision and core values defined is really, really important to the success of your dental practice. My team know our core values and they know the culture of our business.

They know the mission we’re on: we want to disrupt dentistry – we want to do dentistry very, very differently. And because they have bought into that, because they know what that really means, they can do their roles to help us achieve our mission.

Be unique

Being unique has been really important to our strategy and our squat practices. Having our USP, knowing that we’re going to do dentistry differently for patients, and knowing that when they come into our practices, we’re going to put them at the heart of everything we do, has been crucial.

If you’re opening a squat practice, really think about what’s going to make your practice different. Why is the patient going to come to you and not the practice next door?

That is really important on your squat journey, so make sure you have defined that.

Connecting with the public

Our branding is really strong. We chose branding that would connect with the public. As people are walking past our clinics, they are going to see the strong branding, the neon lights and the little catch phrases – all things that are going to make people stop and look.

And when they stop and look, they realise we’re a dental practice, and then the next time they need dental care, guess where they’re going to come?

The concept in our practices is to be really bold. On our wall, we have got certain catch phrases that people can connect with. It’s about finding a balance of, not just a pretty looking wall, but things that people can connect with.

Watch the video for the rest of Kunal’s location tips.