When I say Nike, Apple or Michael Jordan, it sparks a feeling – you don’t just think about the product or person itself, the name also sparks beliefs about the company/person, and you immediately have a perception of how you see, think and feel about them.
That is a brand. Without a brand, a product or company is just that – another product or company that can easily be replaced and doesn’t have any consumer loyalty.
Building a strong personal brand as a new doctor is essential for establishing your reputation and standing out in the medical field. After all, you want to elicit that same emotional feeling among patients and the public, in order to gain trust and have a more meaningful impact.
There are a lot of ways to build and reinforce a personal brand, but here are just three ways to help you create a compelling personal brand:
Self-Reflection:
- Values and Mission: When reflecting on your values and mission, it's not just about defining them but also about embodying them. Clearly articulate what you stand for, such as patient-centered care, research-based, or a commitment to innovation. Live these values daily in your interactions and decisions, and have your team embody them as well as you beginning growing your practice.
- Character and Authenticity: Authenticity is the cornerstone of a strong personal brand. Authenticity fosters trust with patients and colleagues, making them more likely to connect with you on a personal and professional level.
- Patient Touch Points: Personal branding extends to every touch point with patients. Ensure that your website, social media profiles, clinic environment, and even your staff's interactions reflect the values and character you've defined. Consistency across these touch points builds a strong and lasting impression and is a cornerstone to building a brand.
Consistency:
- Holistic Consistency: Beyond just visual consistency, consider the holistic consistency of your brand. It's not only about maintaining a unified look but also ensuring that every aspect of your practice, from your communication style to your office environment, consistently reflects your brand identity. It’s this consistency that will ultimately create patient loyalty because you will have developed a patient expectation that, when met, begins to elicit a feeling. Once that feeling is developed, loyalty follows.
- Content Alignment: Align your content with your values and mission. Share educational articles, patient success stories, or health tips that are in line with your brand's voice, character, and message. Consistency in content reinforces your expertise and once again, lets the patient know what they can count on you for.
- Online Reviews: Address online reviews in a manner that aligns with your brand. Respond to reviews in a way that is uniform with the voice and character you’ve already identified. Positive review interactions can strengthen your reputation and resonate with prospective patients.This also includes the manner in which you respond to sub-par reviews.
Media Engagement:
- Alignment with Personal Brand: When engaging with media, ensure that your personal brand shines through. Your messaging, story ideas, and interactions with the media should all align with the values, character, and mission you've defined. This continuity affirms your brand and credibility.
- Building Relationships: Use media interaction as an opportunity to build relationships with journalists, producers, and hosts. Building these connections can lead to recurring media opportunities and can showcase your status as an expert in your field.
- Visibility and Trust: Engaging with the media not only increases your visibility but also helps you establish trust and credibility. When patients see you in the media, offering expert insights and guidance, it confirms their confidence in your abilities and expertise.
Building a strong personal brand is an ongoing process. It requires consistent effort, persistence, commitment, and a dedication to develop and strengthen. Over time, your personal brand will help you establish yourself as a trusted and respected healthcare professional within your specialty. Your brand will continue to open doors to new possibilities in your medical career.
