Powerful and Innovative Ideas for Cosmetic Surgery Branding

As consumers, we often prefer purchasing products or services from a prominent or familiar brand. We identify with the brands we are patrons of on a personal level – our awareness of a brand’s look and its characteristics. The brand itself influences consumers’ shopping behaviors and affects the local market’s overall buying process.

The prevalence of competitors is not to be denied. Your practice’s cosmetic surgery branding should be unique enough to gain attention from your target audience. To guide you through the initial steps to take, you need first to comprehend what branding entails.

WHAT IS BRANDING?

Branding and especially cosmetic surgery branding is a complex process that involves the harmony of two concepts:

BRAND – A brand is your practice’s “relationship status” with the local market. It is how your patients see your practice based on an emotional point of view. When your practice can build a strong brand, you will also be able to influence your local to market to trust your practice based on values and ideals. You create a “fan base” for your practice by emotional relationships you establish when you successfully convince them to trust you. During the process, your practice becomes notably more popular among others because your brand can meet the emotional needs of both your existing and potential patients.

BRAND IDENTITY – Your practice’s brand identity is your “profile photo.” This involves the use of a strategic design concept that translates into a positive consumer outlook. Your practice’s ultimate goal is to instill your preferred perception through the use of different elements. These elements include typography and colors, layouts and templates, and graphic elements. When used cohesively and consistently, you establish a visual relationship that translates to how you want your practice to be perceived. 

Once you have juggled your way through the two concepts, you can consider the other relevant ideas tied to branding. You can further explore how you can curate an even more compelling cosmetic surgery branding by understanding the concepts below.

WHAT IS BRAND RECOGNITION?

Most simply, brand recognition is how your patients recognize your practice. However, its complexity lies in the design elements – shapes, colors, typography, layout, and graphics. When executed correctly, your brand should be instantly identifiable by your audience based on design elements and even without explicitly displaying your practice’s name.

For cosmetic surgery, you can consider design elements that represent your practice’s values and personality. Colors, for example, have corresponding emotions attached to them, also known as color theory. Shapes even can be used to create representations; graphics are best in choosing symbolism for your practice. Consequently, it is essential to conduct market research to assess your brand’s presentation effectiveness.

BRAND STRATEGY FOR COSMETIC SURGERY

Brand strategy is your practice’s communication plan towards a long-term and detailed goal. Your branding strategy can vary from different types of communication plans – plastic surgery advertisement, sales and marketing, public relations, and events are among the most common.

To apply cosmetic surgery branding for your practice, consider this step-by-step process:

Identify your practice’s brand objective

Your practice’s brand objective should be clear and specific and should also be realistic and achievable. 

Categorize your practice’s existing patients and target patients

Evaluate your existing and target patients by identifying their needs and expectations. Your practice can do this by surveys and asking for reviews.

Reflect on what your practice’s long-term success looks like

Assess which aspects of your practice you want to grow. Although these aspects may overlap, it is critical to identify your long-term plans in a categorized way for your practice to succeed. 

Once you can identify the three most important elements to creating your cosmetic surgery brand strategy, you will also be able to determine the most appropriate approach to attain your goal. Ideally, your practice can separately create a communication plan to shape your practice branding.  

Advertising Communication Plan – a communication plan that involves the heavy use of media to communicate with your practice’s target market

Sales and Marketing Communication Plan – an aesthetic marketing and communication plan that focuses on promoting and selling your practice’s products and services

Public Relations Communication Plan – a communication plan that maintains and establishes your practice’s relationships to your local market

Event Communication Plan – a communication plan that entails in-person interaction your local market through planned social occasions

BRAND VOICE FOR COSMETIC SURGERY

Brand voice is how your practice portrays its values and personality through the use of ad copy. This is how your practice communicates and connects with your target audience. Besides conveying your brand value and personality, your ad copy should also be engaging and inviting.

• Imagery should be consistent
• All marketing channels should have similar styles and tones
• The tone of brand voice should be encouraging and professional
• Results of services should be real, constructive and convincing
• Your practice team should support a positive image
• The office atmosphere should match your brand image

EXECUTING YOUR COSMETIC SURGERY BRANDING

Your cosmetic surgery branding, ultimately, is a metric of success for your practice. As you complete this, you must remember to keep your vision in place and to adhere to it. Similarly, your practice should consistently be resourceful and innovative in finding ways to enhance your brand and message. Doing so will help your practice build trust with the local market, but also it can eventually make promoting your practice a much easier task. 

To help you get through the branding process efficiently, consider seeking the help of an aesthetic practice marketing consultant. 

Besides being able to help your practice execute your cosmetic surgery branding, an aesthetic consultant handles the most crucial elements related to the branding process – providing a stable and healthy relationship with your local market. Apart from this, your aesthetic consultant can help your practice be competitive with other cosmetic surgery practices in the local market. 

There is no downside to having someone handle your practice’s branding process – you will be able to focus on management and operations.