Bekhor Management - Branding | Brand Image and Brand Identity Toronto

The New Relevance of Brands to the Professional Practice

How and when did brand image and brand identity become so important to the professional practice?

As short as 20 years ago brands did not have the implication to professionals that they do today. What was the impetus for this sea change? Quite simply, it was the Internet. The Internet, nearly overnight, leveled the playing field such that with a website anyone can advertise. Hand in hand with this new opportunity however came a new responsibility, the development of a brand image and a brand identity.

Since developing a website had such low barriers to entry, professional practices that would have otherwise not been able to advertise started to do so with their websites. What they discovered is that as a result of this initiative, they inadvertently had a brand: a ‘default’ brand. It then soon became clear that although the barriers to entry to develop a website were low, the ‘default’ brand did not accelerate practice development. In order to make the impact they desired their brand would have to be carefully thought through, designed and developed. It would need to be able to communicate messages consistent with the experiences clients and patients would otherwise have with the practice through appointments, telephone calls and other direct points of contact. Thus entered the traditional brand image and brand identity into the non-traditional channel of professional practices.

"It then soon became clear that although the barriers to entry to develop a website were low, the ‘default’ brand did not accelerate practice development."

Simultaneous with these changes driven by the Internet was the increase in mergers and acquisitions within the realm of professional practices. As it happens these two sea changes are relevant to one another because, as it turns out, the greatest opportunity to protect the interests of a professional practice is through a well developed brand.

An effective brand strategy coupled with a suitable marketing campaign can make the difference between a practice that is facing an uncertain future on a daily basis and one that faces predictable, stable growth.

How can our marketing consultants contribute to the development of your brand?

At Bekhor Management in Toronto, we focus on developing an effective brand strategy before we initiate the development of either graphic design or copywriting. This thorough focus on the development of a meaningful brand strategy enables us to ensure that the creative direction for your brand will be aligned with the core capabilities of your practice and as such will positioned to meet your practice development goals.

Contact us by email or by telephone at (416) 969-9600 for an initial consultation without fee or obligation, if you are professional in Toronto or the Greater Toronto Area (GTA) and are interested in building a better practice.