Letters from a perfect imperfectionist: Are you a brand yet?

You know you have made a difference when your name becomes a brand:

Clinical brand names

I’ve been on Tipton

I’m doing Dawson

I want to go to Pankey

I’ve studied at The Eastman

Training, Consultancy and Coaching brand names

I’ve invited Laura to take a look

We brought Tracy in

Have you had Sheila in?

We are going on Ashley

The team went on one of Nikki’s days

Kevin came to speak to us

It occurred to me the other day that I used to be a verb:

“We’ve been Barrow’ed up”

but that very few people say that to me any more.

Because?

Because I don’t run as many workshops as I used to?

Because I’m a has-been? (always better than a never was)

Because maybe my branding message has become confused with my frequent GaGa-like costume changes over the years?

I don’t envisage any conversations in the pub after a trade show where one dentist turns to another and asks:

“have you been 7connection’ed?”

That’s a problem that we need to address.

Your patients can adopt a similar approach to your practice or your clinicians:

My smile was designed by Christian Coachman

My smile was created by David Bloom

My teeth were built by Luke Barnett

When you are best of breed and become a brand – the price for your work goes up – because there are plenty of people out there who want to pay for the exclusivity, for the difference in the way it makes them feel.

Remember always what Seth (see what I mean?) says about Apple – that they didn’t sell us expensive computers, they taught us to have taste when we buy computers.

There is a world of difference.

Does buying your course, your clinical training, your training, consultancy and coaching, your dentistry – imply better taste?

We all (me included) need to think about how best we can become a brand that stands for quality.

—

“These “letters” are the personal observations of me, Chris Barrow and are not intended to reflect the views of 7connections and its team members, they just give me permission to publish here on the basis that they can keep an eye on me, a bit like a mad relative at a wedding reception. I’m likely to upset the sensitive and outrage the sensible – if you fall into either of those camps then read at your peril.”