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Downloads
Please Note: Instead of placing ALL resources in Part 6, as they are in the book, I’ve broken them across the book, placing them into the Part where they are referenced.
Part 1: Branding Benefits and Investment
Understand what you are undertaking when you set about actively branding your practice and why you need to do it.
Chapter 1 – No downloads
Chapter 2 – No downloads
Chapter 3 – No downloads
Part 2: Foundations of Branding
Develop an understanding of what branding is, all of the various parts, and how they contribute and intertwine with each other.
Chapter 4
Chapter 5 – No downloads
Chapter 6 – No downloads
Chapter 7 – No downloads
Chapter 8 – No downloads
Chapter 9 – No downloads
Chapter 10 – No downloads
Chapter 11 – No downloads
Chapter 12 – No downloads
Chapter 13
Chapter 14
Chapter 15
- Competitor Worksheet
- Competitor Bulls Eye Diagram
- Top Competitors Chart
- Brand Positioning Statement Template
- How is Your Brand Unique?
Chapter 16 – No downloads
Part 3: Creating Your Brand
Get into the nitty-gritty of building your brand with direct questions that will have you setting benchmarks, defining standards, and determining your brand’s look, feel, and tone.
Chapter 17
- Practice Name
- Logo & It’s Colors
- SWOT Chart
- Goals, Mission, Values
- Patient/Target Audience
- Target Audience Persona Worksheet
- Ideal Experience
- Organizational Personality
- Voice
Chapter 18
- Style Guide PowerPoint Template
- Corporate Signature Worksheet
- Typography Resources
- Template Checklist
- Resource Checklist
- Brand Attribute Keywords
- Brand Attribute Worksheet
- 210 Brand Attribute Terms
- Brand Style Attribute Scale
Chapter 19
Part 4: Internal Branding and Culture
Look inside your practice at how you communicate with your staff and how your staff communicates with patients. Learn how to create a culture that promotes your brand inside the practice.
Chapter 20
- Rollout Strategy Worksheet
- Communication Representative Responsibilities and Skills
- Brand management/communication organizational chart
- Types of Internal Communication
- Internal Communication Strategy
- Content Calendar Template
- Content Development Worksheet
- Employee Onboarding (Branding) Worksheet
- Campaign Development
- Brand Reporting
- Infographics
Chapter 21
Part 5: Social and Reputation Management
How does the outside world see your practice & your brand? Learn about the touch points you have control over and how to optimize them for positive brand interactions. Explore social media and its role in reputation management.
Chapter 22
- Components of a Brand Strategy Document
- Brand Standards Template (powerpoint)
- Components of a Brand Standards Document
- Template List for Brand Consistency
- Additional Resources
Chapter 23 – No downloads
Chapter 24
Part 6: References and Resources
You’ll find all the tools, worksheets, and websites referenced throughout the book. It is a great toolkit for while you’re initially working on your brand and for the ongoing process of managing it.
To make finding the resource that you’re looking for easier, on the website resources have been sorted to the part of the book from which they are referenced.