During this episode of the Practice Accelerator Podcast, we speak with Tania Semper, native Canadian, owner of Pamper & Splurge, podcaster, branding maven, and sustainability entrepreneur. Tania speaks about the nature of branding and the emotional component behind it. She teaches listeners about the importance of creating alliances with local communities to reflect the values of your neighborhood. Tania also discusses a brand style guide and how it can be used to improve your brand.

Episode Highlights: 

• How would you define branding?
• Tania does have a history working in the medical industry.
• Why should people consider branding?
• Effective branding relies heavily on emotion.
• You can only attach branding to ROI with time and consistency.
• Tania mentions the Starbucks logo - originally the logo had the word Starbucks but it has since been removed as the logo has become so recognized worldwide.
• What are some challenges or what are some things you have seen work for dentists to stand out?
• Whether you have a large or small budget, you can make small changes to make your practice feel more welcoming to a diverse group of people and the consistency is a great smile.
• Find a way to have fun in an environment that is usually very intimidating.
• Think about an alliance you can make with another local brand that caters to your neighborhood.
• People have lifestyles and they aren’t going to completely change them, so dentists need to be accepting of that.
• What actions can people take to get help with marketing and branding?
• Talk to different people, find something that is of value to your business, and go from there.
• After branding yourself, you should look for a branding specialist to create a brand style guide.
• A brand style guide can help you expand on the brand without transforming it every single time.
• A brand style guide can be thought of as a compass.
• Tania compares it to going to the hair salon and your hair looking different than expected - sometimes the stylist has a vision that does not align with yours.
• A stylist should guide their customer the whole way until something clicks.
• If a client approached you for a branding exercise, what are some questions that should be asked?
• What can people do if they are already entrenched in something they’ve inherited?
• Tania also mentions scent branding as a way to create emotion within their patients.

3 Key Points:

1. Effective branding relies heavily on emotion.
2. Align your practice with people’s lifestyles without compromising your dental standards.
3. A brand style guide is a compass that can help expand on your brand without completely transforming it.

Tweetable Quotes: 

• “Branding can be transferred over to just about any industry.” -Tania Semper
• “Branding, especially effective branding, is all about emotion.” -Tania Semper
• “Find someone, a brand specialist, that is immersed in your brand.” -Tania Semper

Resources Mentioned: 

• Tania: Instagram LinkedIn Pamper & Splurge