Something to Smile About

Scott Family Dental

I am a dentist in Orem, Utah starting up a brand new practice. I am 28 years old and just graduated dental school this past June. I am married and have three kids. The practice I am starting up is in a professional plaza with other doctors and dentists, but the plaza is located in a residential area with no visibility from traffic. My sole exposure to potential clients besides insurance lists will be through advertisements such as mailers and a website.

There are a lot of dentists that treat patients like numbers, I am focusing my practice on providing personal care. Patient education will be a priority to help patients better understand the why and how of dentistry. My goal will to build trust with my clientele.

My main target is families. Any of you who have parents know that the moms make the decisions in the home, such as what dentist to go to. So by targeting families, I am in essence targeting young to middle-aged women. So something soft but trendy, catchy but not too flashy.

My target audience receives many advertisements from dentists such as mailers and online ads. I have heard on more than one occasion, here in Utah, someone complaining about all the mailers they get from dentists. I may be doing some mailers, but I need something that will set me apart from the other dozen mailers they will get that month.

My slogan for Scott Family Dental is 'something to smile about'. I am not set on having the slogan included in the design, but am not opposed to it either. Including all of "scott family dental something to smile about" may be too wordy for the design, but someone may prove me wrong. Feel free to try it with and without the slogan. If the slogan is included, keep in mind that there is no way to include it on a small business card so the design would have to be able to stand on its own. I am new to this designing brands thing, but I'm pretty sure most slogans are left out...I don't know.

Since the slogan is about smiling, it would naturally follow that some sort of smile could be included in the design...whether you include the slogan words in the design or not. I am not set on the smile idea, but am leaning that way. There are lots of smiles in lots of brands out there, so I don't want to be lumped into something everybody's seen already...at the same time I am a dentist so all you've really got to work with is either a tooth or a smile, right? :) Like I said, I'm not set on anything...