WHILE SOME OFFICES concentrate on marketing as a way to drive in traffic, Dr. Adam Ramsey, owner of Socialite Vision in Palm Beach Gardens, FL, takes a different tack. When he opened his practice, he felt confident that, “If my brand was strong enough in the community it would do the marketing for me. What do patients say about you when you are not around?” A memorable brand gives them something to recognize and associate with your practice, and Socialite Vision’s strong but elegant logo and prominent use of copper is a case in point.
He started by putting his logo on items that get a lot of use and are high-visibility. “Think of T-shirts like a billboard, with patients saying, ‘I support this business and you should too.’” When he first opened he would go to local restaurants and hand out branded pens to the servers so they could use them and give them away. Other branded items include social media posts, the website, mouse pads, business and appointment cards, internal and external signage, selfie-frames, staff uniforms and electronic displays for wall-mounted TVs.
Being precise with the basic graphic elements like font, size and color code is crucial, he says. “The logo needs to be saved in vector format so it can be used by other companies easily,” says Ramsey. “Take as much time on your logo as you did on picking the location of your office — it’s that important,” he advises.
In coming up with his distinctive color scheme, Ramsey drew on other industries and brands that have stood the test of time. “Coca-Cola has red, Pepsi is blue, and Ferrari red is also so iconic. I chose copper — something that has its own unique characteristics.” The alluring hue helps Socialite Vision’s branding achieve Ramsey’s goal of “making people think” and creating a sense of “intrigue.” He explains: “Standing out from the crowd is important if the product and service you are selling is genuinely different than what others are offering.”
If you feel you’re in need of a branding boost but aren’t sure where to start, Ramsey’s advice is to: “Know yourself first and stay true to yourself. Don’t just follow the latest trend. Follow what makes you happy and that will make you money.”
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