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This Hudson Valley Practice Has Built a Brand Around Its Riverside Location

And like musicians, they give away merch to create brand loyalty.

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WHEN DR. KATELYN Rogerson was preparing to launch Eyes on Hudson in the village of Dobbs Ferry in New York’s Hudson River Valley late last year, it seemed only natural to incorporate aspects of the scenic riverside environment into the practice’s fresh, rustic-yet-elegant branding.

“Our branding is all about our location,” says Rogerson. The lighthouses that grace a number of the practice’s branded items are a nod to the historic Sleepy Hollow lighthouse a few miles upstream. The brand’s deep blues reference the river, and the store itself integrates natural reclaimed woods and industrial metals to evoke the Valley and its rural/industrial history. “The Hudson Valley has always had cross-pollination with New York City money,” she says, “so we try to punch up the cosmopolitan luxury with rich accent pieces in our interior and photos on social media.”

Eyes on Hudson’s demographic is heavy on tech-savvy local professionals who actively seek to support local businesses. “Our aesthetic tells you that we are very much local and we have a youthful, modern approach to our industry,” says Rogerson.

Rogerson lived in Brooklyn at a time when “Brooklyn” became a lifestyle brand, so she was curious to see whether the Hudson Valley could be similarly distilled. “As lifelong music fans we understand how ‘merch’ can make you feel like you are part of an exclusive club, so we love giving away our merch to create brand loyalty,” she says.

Branded items include the logo, business cards, stationery, the website, postcards, tote bags, craft paper bags, rubber stamps, a neon sign, glasses cases, cloths, spray, emails and intake forms. The primary visual elements are the logo, fonts and Hudson blue pantone color, and industrial, nautical and wildlife themes work their way in. “But I think our shop itself is also part of the branding,” says Rogerson.

She reminds biz owners that a brand is more than a logo or a color palette. “Every single element your patient encounters while working with your business is part of your brand. From your confirmation email to the chairs in your waiting room, an immersive experience for your patient makes you relatable and memorable.”

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After years covering some of the farther flung corners of the world of business journalism, Heath has more recently focused on covering the efforts of independent eyecare professionals to negotiate a fast-changing industry landscape. Contact him at [email protected]

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