Font memories and a brand new you

It never ceases to amaze me how many professionals [doctors, lawyers, accountants, etc.] have totally neglected the concept of personal/professional branding.  Believe it or not, there is a multitude of ways to create an indelible image of your professional practice without compromising your integrity. In fact, building a brand image for your practice can result in increased business and professional recognition.

Let’s start with the font you choose to represent you on your stationery, website and business cards.  All too often, the font of choice is something archaic [like Old English] or something boring [like Times New Roman].  The first question I would ask is: Are you archaic and/or boring?  If the answer is ‘yes’, you have chosen the correct font!  If not, consider something that more accurately reflects your image.

Next is your graphic.  I hesitate to use the word ‘logo’ because so many practitioners in these fields initially have a negative response, although that is exactly what we’re talking about.  If the best you could come up with is a clipart picture of the scales of justice or a gavel or caduceus, that doesn’t tell me much about what differentiates you from the pack.  Rather, it screams ‘generic doctor’ or ‘run of the mill lawyer’ or ‘any old accountant’.  I’m not suggesting that you put rainbows and unicorns all over your collateral materials, but something distinctive and memorable would be nice.

Color me surprised!  I am so tired of seeing professional offices decorated in six shades of white with Queen Anne furnishings.  Is your office supposed to look like a moderately-priced suburban model home? In keeping with the fonts and images you have selected, pick a color palette that is both appropriate and attractive, and run with it.  Consider incorporating it into your wardrobe as well.  Embrace it.  Trust me, it will make an impression.

Once you’ve established a personality for your practice, make the most of it.  Your clients and contacts like you for who you are, and appreciate you for how you’re different than the ‘competition’.  You want them to remember you.  Make it easy for them.  Build your professional brand and live it!

More info on this and other business topics can be found on my website at .


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