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 or small to mid size business owners 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 and small to mid size businesses 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 business 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 and small to mid size businesses. Simultaneous with these changes driven by the Internet was the increase in mergers and acquisitions within the realm of professional practices and small to mid size businesses. 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 this type of organization is through a well-developed brand.

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

An effective brand strategy goes beyond the development of a logo, stationery and website. It offers clients and patients a compelling experience and what better medium to deliver one than the quickly evolving Internet?