Every orthodontist who starts an orthodontic practice has to get past one crucial step: branding. If you are in the works of getting your own orthodontic office started, you no doubt are already brainstorming ideas for names that will appeal to potential patients. One route that many orthodontists take is simply naming their business after themselves, but is this the right way to go for your office?
What’s in a Name
There are a surprising number of factors to consider when deciding whether or not to name your orthodontic practice after yourself. This may be hard for some orthodontists to face, so we’ll just get it out in the open: Some people’s names are bad for branding. Some are too long or too difficult to spell, meaning patients may have a hard time finding you online or remembering the name of your practice.
There are also people who have names that may seem normal or easy to pronounce, but end up sending a bad message to potential patients. For example, if your last name is Payne? Well…sorry.
Some names are great for branding due to how easy they are to remember or how simple they are. But they could also be too good for branding in the sense that you may end up getting buried under the results of other orthodontic practices with the same name. Be sure to do your research online to see how common your name is in branding and if it is unique enough to make a significant splash.
Consider Your Audience
Using your name as your brand for your orthodontic practice typically makes the most sense in smaller communities that are separate from major urban centers. This is because these types of communities tend to be more tight-knit than large metro areas. People identify with the people around them rather than having an attachment to a region or neighborhood.
Similarly, people in smaller towns tend to build stronger connections with local business owners than in larger cities, so having your name as your brand is a safe bet. Plus, you’re less likely to sell your orthodontic practice when you are in a small community where you might just be the only orthodontist in town.
If you are in a larger population center, choosing your name as your orthodontic practice only makes sense if you have a unique name that is easy to spell and easy to remember. Even if your name meets these criteria, however, be sure to familiarize yourself with the names of other orthodontic practices in your area.
Don’t pass up the opportunity to name your practice after a unique attribute of your area if it isn’t taken. For instance, if you are opening up your practice in a neighborhood with a distinct name, you should consider naming your practice after it if the name hasn’t been taken. Not only will your name establish credibility and authority right away, it will also make for enviable SEO.
Finding just the right branding for your new orthodontic practice is worth taking the time to consider carefully. Once you answer the question of whether or not to name your practice after yourself, you can move forward with confidence.