Do You Know Where Your Logo Is?

By Vanessa Barber

Project Manager at Advent Media Group

I’ve just learned that there are people out there who actually start salivating when they drive past the golden arches of a McDonald’s. I started thinking about the power of the logo.

At my job, the word “branding” is uttered every five minutes. Branding is really the act of giving your practice a notable identity. Here’s my big tip: To establish that identity—one that is recognized by competitors and potential and existing patients—start by developing a logo. And if you already have one, use it.

I bet you're thinking something along the lines of “duh.” Sounds simple, but do you know where your logo is? Does the printing guy have it? Does the logo designer? Is it stuck in some random folder somewhere in your computer?

Part of what I do here at Advent is gather the logo and the photos that will give a client’s page its customized look, and further establish the client’s branding. But tracking down the “proper” logo isn’t always such a breeze. Most clients don’t have it available, or they simply have no idea where it is. What’s more, they don’t realize the many opportunities they have already squandered by not having ready access to their logo, and therefore not using it.

When I say “use your logo,” I really mean it. Every opportunity you have to ingrain your logo into someone’s head is one worth taking: try putting it on your signature when you send emails out. Add it to your letter head, billing statements, and, of course, on every piece of marketing you do—printing out fliers for the health fair? Sending out a monthly newsletter? What about appointment reminders?

Here is your homework: First, find your logo. If the printer or your designer has it, call them and have them email it to you. Ask them to send all of the different versions of it, and all of the different file types they have it in. Create a folder on your desktop or in your documents for all of your marketing materials. Better yet (this is coming from a Virgo, FYI), organize folders within your folder for different kinds of marketing—print, web, video, or television. And then read our blog next week, in which Tony will explain the different types of logos and where each one belongs.

Before you know it, you’ll have ready access to your logo for any promotion you engage in. You’ll use it more often, and you’ll begin seeing results. Pretty powerful for something so small, don’t you think?