FEATURE through the positive impact we have on nerve function. The more clearly, concisely and re-peatedly we can communicate the phenomenal impact we have on the restoration, maintenance and expansion of their health and quality of life, the more lives we are going to touch and the bigger our brand is going to grow. HAVE A STRONG SENSE OF PURPOSE PRACTICE BUILDING What’s in a name? Seven foundational principles to build the chiropractic brand T BY TOM PRESTON here are likely only a few people in the industrial-ized world who have not heard of the brands Nike, Starbucks and BMW. Every strong brand in the business world has built its name on seven foundational principles. Let us examine each one of these foundational principles and see how they can be used to enhance your chiropractic practice individually, as well as for the collective brand of the chiropractic profession on a more national or global scale. PROVIDE A VALUABLE PRODUCT OR SERVICE Regardless of the particular “flavour” of chiropractic service you deliver and whether there are allied products or services you offer in your clinic, I am sure all chiropractors will agree that our value proposition to the culture revolves around health. Health is the cornerstone of all other things in life. Without health we cannot work optimally, enjoy our families and friends, engage in our hobbies and sports, or even enjoy holidays and rec-reation time. As chiropractors, we influence every aspect of our patients’ quality of life These well-known brands are crystal clear about the product or service they offer and do not dilute or apologize for it. This is what business writer Jim Col-lins calls the hedgehog principle, focus-ing on one thing and doing it well. They don’t play around and waste energy on projects and new product or service lines that are not congruent with their purpose, mission and values. They actu-alize or mobilize their purpose through their mission statement, supported by a strong corporate culture that stems from their corporate values. These three items – purpose, mission and values – create a sort of North Star that guides the company through the array of “whats” and “hows” that make up day-to-day systems and operations. It guides team members and managers through the the bumps and bruises that come with being in business. Do you have a guiding “North Star” for your business that is made up of a written purpose and mission statement, and a list of the corporate values that you and your team stand for? Do you have this posted for all to see? Do you reference it in your correspondence and start all team meetings with reciting or reviewing them to keep you focused and on course? People want to know who you are and what you stand for, so share it with them and watch the impact on the growth of your brand. PROVIDE CONSISTENCY, RELIABILITY WITH “THAT SOMETHING EXTRA” DR. TOM PRESTON is the founder of Full Circle Coaching and Consulting. He is a highly acclaimed speaker, trainer, consultant and coach, and has authored several books, audio and video programs. You can contact him by email at [email protected]. 26 Canadian Chiropractor June 2015 Consistency and reliability are corner-stones of a solid brand. Reproducibility of the product or service gives custom-ers confidence that they will have the same experience next time they come to your business. This not only brings them back, it gives them the confidence to refer their friends and family as well. www.canadianchiropractor.ca Photo: Fotolia
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