A local dentist (oh, okay – he’s my father-in-law!) came to me for help getting his business online. He’s owned his Atlanta suburb practice since 1983 but has never had a website or business email. I was only too happy to help.
Brand & Logo
The new name and “Smiling D” logo are unique and comforting at the same time, directly battling the inborn fear of dentists that all humans suffer from.
The Friendly Dentist name works for multiple reasons:
- The dentist and staff are, indeed, very friendly, so the name is supported by the people.
- The brand is inviting and eschews imagery of teeth, drills, gritty toothpaste, and POW levels of pain.
- The brand creates interest, as opposed to the many generically named practices with signs that read simply, “Dentist”.
- The brand is general enough that it can be sold along with the practice, needing only minor updates to the website and marketing materials. (In fact, it is my expectation that the branding will increase the value of the practice when it comes time to sell.)
- The “Smiling D” logo is subtle yet playful, and once viewers see the smiling face, they can’t help but smile themselves. Otherwise, it is simple and professional.
The simple but fun theme continues with the business cards. We printed them in two colors and have a stack of each displayed side-by-side in the office and at medical fairs.
I used the Squarespace platform to create a one page, informational website. A simple design, friendly copy, and photos supplied by a friend of the dentist make current and potential clients feel at ease while getting them the information they need. See the site in action.
- Business email – For the first time, dental inquiries and appointments can be handled via email. Setup included a friendly email address (info@TheFriendlyDentist.net), domain and email client configuration, email signature design, and training.
- Social media – In order to drive traffic to the site and make sure external information is up to date, we claimed the dental practice on review websites such as Yelp, Foursquare, and the local Kudzu. We also sett up a Facebook business page and Google Places account.
- Signage – (Future plans) We plan to apply the new branding to the outside of the office and the street-side signage of the business complex.