My hair stylist’s salon recently went through an interior make-over, transformed into a higher-end version of itself. Adorned with shiny chrome and clusters of beautiful crystals suspended from the ceiling in truly breathtaking arrangements, it set this salon apart from any other I’ve seen.
So, when offered a cup of coffee during my first visit in this updated environment, I didn’t hesitate, anticipating another exciting feature of my experience.
The disconnect between those fancy crystals and the coffee bar was jarring.
To begin with, there was just a plain thermos containing leftover morning coffee. Equally disappointing was my Styrofoam cup. Made from the cheapest, flimsiest material available, it quickly folded in on itself, spilling its hotcontents onto my hand.
Really?!
Where were the ceramic mugs tastefully embellished with the salon’s refreshed logo?
Where were the gourmet beans ground and brewed fresh that morning in an attractive carafe that gets replenished throughout the day?
Where was the choice of flavors we’ve come to anticipate?
I couldn’t provide a better example of the importance in creating and consistently maintaining the “brand experience” your patients are going to have from the moment they walk into your membership medicine practice.
The person who had chosen those amazing crystals clearly was not the same one who made the purchasing decisions for those inferior cups. They were members of the same team, one of whom hadn’t sent the branding memo that the other needed to receive.
So, what does this have to do with branding your membership practice?
From the nuances of your logo and website design to the personality of your staff, your patients are responding to and making conscious and unconscious decisions about what your practice stands for – and the value they are paying to receive.
Whether it’s the luxury of sparkling chandeliers or the warmth of a cozy, inviting office environment, you just need to be sure you’re delivering a consistent experience that truly represents what your brand and your practice is all about.
The difference for your patients will be crystal clear.
