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This Optometrist Was Super Picky When Designing Her Logo … and Now It’s Paying Off

Her North Dakota practice created a more modern look than clients were used to.

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ONE OF THE FIRST things Dr. Jessica Keller realized as she was planning Elite Eye Care, which opened in Bismarck, ND, in 2017, was how important branding was going to be to promoting her business to patients. “Most major businesses are remembered not only by their name but by a branding picture, and I wanted to incorporate that into my clinic,” she says.

The starting point was the logo — and she was picky. “I went through a few companies until I found an image that was unique for my area… and was versatile.” That versatility has allowed the logo to serve as a springboard for a comprehensive branding effort that looks sharp and chic but still feels warm and fun. Keller can use the visual components of the logo either as a standalone image or a background image to tie in with branding on an array of items including business cards, letterhead, envelopes, signs, cleaning cases/cloths, mirrors, flyers, emails, advertising, website, social media, promotional products and more.

“The creator incorporated eyewear as well as a non-traditional heart in the logo; it’s just something different that again makes it stand out.” It actually comes in two different versions — one with a more square appearance and a second circular image.

“This gives me a little more freedom to add my brand to lots of different items by choosing which option fits and looks the best,” says Keller.

While she designed the store pretty much on her own, when it came to the branding Keller sought help from a clinic consulting firm, as well as a branding company. The two companies not only helped her devise specific visuals but also gave her ideas on how to display and promote the brand.

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Elite Eye Care’s core demographic is families. Keller felt that by creating a more modern look than they were used to, she was able to send the message that Elite can provide “a modern and trendy, as well as caring, eye health and eyewear experience.” She advises ECPs to scope out the other brands in your area and find something that will set you apart. “Once you have settled on a design and general theme, find as many ways to incorporate that into your clinic as possible.”

The clinic’s branding appears on an impressive array of items including business cards, letterhead, envelopes, signs, cleaning cases/cloths, mirrors, flyers, emails, advertising, promotional products and more.

 

Keller tried several brand consultants before settling on one that was right for her.

 

Keller can use the visual components of the logo either as a standalone image or as a background image on any branded item.

 

A clinic consulting firm and a branding company not only helped Keller devise visuals, but also offered assistance in how to display her brand most effectively.

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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