"In today’s cutthroat competition, you either stand out or are known for something or are lost in the crowd.” said Sanjay Arora addressing a jam-packed hall at the workshop on ‘Brand Your Professional Practice for Success’ organised by Lemon School of Entrepreneurship at Chitnavis Centre recently. He further added that all professionals, whether doctors, lawyers, architects or CAs etc. are high IQ people so their competency cannot be doubted, all they need to succeed is learning the marketing & managerial skills. Unfortunately most professionals come out of their institutes with really no idea as to how to start their own practice and make it successful and hence take decades for their reputation to be established. This process can be accelerated by understanding & implementing the basics of Practice Branding. Ultimately any professional is only as good as he is thought to be by his potential clients and that process of creating the right perception is controllable. One needs to create a right image in the minds of its target audience and that image needs to be maintained by consistently serving them well.
Sanjay emphasized that your professional brand needs to evolve from the professional’s personal vision and differentiation, the brand identity elements have to be overlaid on that. He said that your brand goes far beyond a logo, typography, colour and even reputation. It’s what you are known for and how people experience you. He cited the example of Mayo Clinic, and how it has become a power brand. He said that every professional practice is a brand and it can be nurtured as such.
To ensure that the delegates could understand better and relate directly he discussed local cases for learning starting with Mr. Bharat Parekh. He explained how he innovated at every step and how it helped him become a brand and is today the highest selling Insurance Consultant in the country. He said that branding helps in professional’s practice by highlighting their distinctive strength and capabilities and helps in establishing credentials, credibility and stature.
He shared the three major attributes to building a practice brand – Visibility, Competence and Consistency saying that every professional has to work on these three to develop his strong identity.
Mr. Arora shared some surprising facts during the workshop: 96% of unhappy customers never complain about bad behaviour, 91% or more will simply not come again, 13% of them will talk about it to more than 20 persons. He stated that it costs 6-7 times to acquire a new customer in comparison to retaining existing customers. He also elaborated on the ‘lifetime value of a customer’ concept, stated explaining that a Kirana owner knows this best, and therefore doesn’t look at the size of small transactions when he has items home-delivered but looks at lifetime value of his regular customers.
During the workshop, Arora explained the client lifecycle in detail. He suggested that right from the enquiry to its execution, all touch points should be properly taken care of. Positioning plays the most critical role and forms the basis of branding Positioning can be done once we are aware of our Unique Selling Proposition (USP) or Unique Value Proposition (UVP).
Sanjay said that for building a strong brand, Experience should be greater than expectation. One should under promise and over deliver to delight their customer.
After laying the foundation of how to build a strong service brand he went on to explain how to use the various traditional & new media to stabling & consistently strengthen the ‘Practice Brand.’
In this highly appreciated workshop delegates came from as far away as Bhopal, Amravati, Yavatmal and Chandrapur etc. and represented all professions like doctors, dentists, CAs, architects, fashion designers, interior designers, investment, financial and insurance consultants etc.