Strategic design choices can build a practical, growth-generating brand for your private practice.
You completed a rigorous education, earned your credentials, and built a reputation. That hard work cannot be replaced by a brand, but it can certainly be complimented—and propelled—by a strong one. A successful brand for a private practice will differentiate it from competitors, attract and retain right-fit people, and ultimately lead to a more valuable, profitable practice. Brands are pretty powerful.
A brand goes beyond a logo or tagline; it encompasses the collective perception that people have about a practice and its values. Informing that perception through design starts with an in-depth discovery and strategy phase. Extensive research and competitive analysis go into this phase of brand development. The resulting information is the catalyst, the reason why, that drives every logo variation created, color chosen, and typographic decision made for a brand.
LOGO
The logo represents a practice in its most succinct form. It is a tiny unit that conveys the brand’s personality through its shape, captures its identity through meaningful symbolism, and establishes credibility through craft. The inspiration for a logo is pulled from the discovery phase and its execution driven by strategy. Used consistently, a logo strengthens overall brand presence and recognition and signals that a practice is established, trustworthy, and reliable. Intentional design decisions supported by the discovery and strategy phase not only lead to a strong logo, but also ensure that you’ll end up with the right logo—one with staying power that will continue to work for your brand for years to come.
A company specializing in custom machining, Mountain Machine Works needed a logo that was as direct and precise as its products. We drew inspiration from computer-aided manufacturing (CAM) tool paths to develop a mark that succinctly communicated the company’s services and identity.
The Meridan Hill Maple brand called for a logo that was a bit rustic and all-natural, just like their products. Logo development focused on producing a mark that would translate well to product packaging, and used tree rings with a hand-drawn feel to tie it all together.
COLOR
Color has its own language, and the psychology behind it can influence perception and evoke emotion. A carefully curated color palette will do more than look good—it will align with your practice’s values, speak to your story and history, and resonate with your right-fit clients and patients. Choices in color are steeped in market research and aligned with the target audience definition. These strategic decisions further a brand’s ability to engage the right audience, establish authenticity, and leave a lasting impression.
Maine MILL, a history and culture museum, is proud of the Lewiston-Auburn region’s heritage. We choose to root the color palette in historical context to establish authenticity and celebrate that pride. The Liquid Asbestos Paints swatches above were available around the time that Lewiston-Auburn’s mill buildings were constructed. Using them as inspiration for an analogous palette, we created a sense of time and place with color that also references Maine’s landscape.
TYPE
The meaning of a word can be enhanced by how it looks. A typeface can convey a sense of elegance, playfulness, seriousness, or informality. Size and weight of a font can lend import and direct the reader’s eye. Spacing and line-height aid legibility and accessibility. Choosing the right typography to support a brand visually articulates their tone of voice and amplifies their message. By basing choices in typography on strategy, you can communicate faster and more clearly.
The look and feel of your brand are the distilled essence of your private practice. The logo, color palette, and typography will resonate with your target audience, speak to your practice’s values, and positively impact perception because they are built on a solid foundation of data, strategy, reason, and creativity. The return on investing in your brand’s foundation will be the increased ability to connect with patients and clients who appreciate your expertise and are willing to pay for your services, to hire skilled staff with shared values enabling solid, long-term relationships with your team, and to set your practice apart and above, all increasing its value and strength.
Beyond the superficial, a brand isn’t just a pretty face; it’s a practical and growth-generating asset that should be skillfully developed and thoughtfully maintained. When strategic design choices are made, you can differentiate your practice, connect with the right people, and watch your practice thrive.