Brand and Branding Strategy for Falcon General
Dentistry

Megan Moore
2/24/2014

Table of Contents
I.

II.

Branding
i.
What is Falcon General Dentistry & how did it come about ii. Mission Statement iii. Benefits and Features
The Strategy
i.
The Market, Segmenting and Targeting ii. Marketing Positioning iii. Communications and Execution iv. Monitoring & Evaluation

References

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I.
Branding
In the simplest form, a brand is what your consumers think and feel about your product and services. A brand is also an identifying factor that sets you apart from your competition and in today’s world it is extremely important that your brand is easily recognizable and what you are trying to promote about your brand is fluid through all aspects of business. The American
Marketing Association defines a brand as “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those competitors” (Kotler & Keller, 2012). Most importantly, the brand you create is your identity and your reputation.
Falcon General Dentistry has the opportunity to elevate itself above the competition. According to Dental Economics, “branding is not very common in private practice health care. Surprisingly, a large percentage of dental practices simply don’t use branding to establish and reinforce a specific, standout reputation in their market”. Falcon General Dentistry is already ahead just from the creation of this plan. The plan will act as a roadmap to successfully maintain a cohesive brand and also continue to provide communications to the patients that Falcon desires to attract.
So what is the identity and reputation that Falcon wants to convey to its prospective patients? In the sections below specific outlines will be provided about the image that Falcon should portray.
First, Falcon should let the public know how they are and how they came about. Allowing consumers to know the background of the company can help make the consumer have an emotional connection. Secondly, what is our goal to our consumers (patients)? Next, what are patients looking for when selecting a dentist? How are we are aligned with the selection criteria?
How are we different from other practices? What brand equity does the practice have? What is the brand knowledge that patients have about our company? And lastly, when prospective patients hear our name or see our logo what do we want them to associate with?
i. What is Falcon General Dentistry and how did it come about?
The brand Falcon General Dentistry is a dental practice that was created when an Air Force
Dentist retired after serving 20 years providing quality oral care to our service men and women.
The name Falcon General Dentistry is a tribute to the Air Force and is its mascot, which is the
Falcon. The practice has recently found its home in Anytown, USA conveniently located near the local Air Force Base. ii. Mission Statement
The mission of Falcon Dental is to provide our patients with the highest standard of dental care available, by incorporating the latest technologies and procedures in addition to providing an excellent customer service by recognizing the needs of our patients and customizing care to fit the needs of our patients. iii. Benefits and Features
Stating the benefits and features will help answer specific questions about how consumers view our practice and they will also provide value in setting up our brand reputation and market positioning in a later section. In order to meet the needs of our clients we first need to know what
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are consumers looking for when selecting a dentist. Most dentists are selected based on the word of mouth of family and friends and in some cases other dentists, (specifically for those relocating). Other drivers include what are the dentist’s qualifications; how easy is it to speak with the dentist; what is the cost; personal comfort, more