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What I Learned:

New York Times best-selling author Scott Galloway recently spoke at NYU about branding:

He said successful branding asks three things:

1. Can you truly be differentiated?

2. Is that differentiation relevant?

3. Can you sustain it?

Differentiation and relevancy are always in constant combat with each other.

Ferrari is differentiated…. but a $500k car isn’t relevant.

Kleenex is relevant…but not differentiated.

And even if you get past the first two, can you sustain both long-term?

Orthodontic practices are relevant.

But what if you took the value proposition of different practices, hid the names, scattered their motto phrases, and asked each orthodontist to identify their practice back:

“Awesome care and expertise”

“Your smile is in good hands.”

The trusted experts in braces.”

…good luck.

This week’s lesson comes from authors and business leaders Chip Heath and Scott Galloway:

Identity plays a more significant role in our decision-making than we give credit. What makes you different and unique, not just better, is crucial to winning today’s consumer.

Each practice offers something slightly different than the rest.

Something only they do that can’t be replicated.

Whether it’s the doctor's skill, personality, practice location, payment plans, appliances, the team members…something stands out that differentiates. Make sure each team member knows it, and you own it. You’re relevant. This is your authentic differentiator.  Shine a light on it and keep it sustained.