During the process of re-branding the practice I have discussed branding and read about branding all over the place.
I have tried to get my hands on as much as I can to make sure we go through the process correctly and in detail but there is one thing that has struck me about everything I have seen.
Building a brand is a marathon. It is absolutely reputation management and it takes years. It is one little piece of the jigsaw at a time, one patient at a time or one patient experience at a time. It is easily shattered by doing the wrong thing and then puts you back to Ground Zero to start again.
You can throw your logo around the place as much as you like but that doesn't build your brand. What builds your brand is walking your talk all day, every single day for years.
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