ARCHIVE from robertdavidhays.com August 26, 2014
This evening I picked up a six pack of Fiji water from the local grocery store. Honestly, it was more of a pragmatic purchase as the only option that came in a six pack, and small enough to fit in the mini fridge at my hotel.
I took a moment as I was drinking the first bottle to examine the label and see why Fiji commanded a higher price point than my usual bottled water selection. “Not touched by man until you drink it.” “What ecosystem is your water from?” read the next bottle, along with a story of the purified rainfall. “A softer side of water” says bottle #3. “…filtering through volcanic rock, our water collected in an artesian aquifer deep within the earth.” These folks put a lot of thought into telling the story of their H20! Each bottle drops (get it?) a tiny part of their corporate lore. I’m not sure what qualifies as an artesian aquifer, but it sounds mostly awesome. And now I’m wondering why I’ve deprived myself of artesian water my whole life.
It made me think about YOUR story. Are you being intentional with your brand story? What do your patients experience as a result of being a part of your dental family? Is every touch point with your patients designed to create a connection? Do they know why you’re different?
I may have accidentally become a Fiji water fan. Something resonated with me through the story they told about why their water is different. It’s water. One hydrogen two oxygen. It really shouldn’t matter. But now. To me. It does.
Because Fiji told me a new story about water.
Would someone who accidentally stumbled onto your office find reasons to engage with your brand story? Would their time in your office, working with your team, slowly but surely make them feel like they had found a connection? Is there something visceral, that they may not even be able to explain, about how they feel when they’re in your office? Any business can throw on some window dressing and put on a show. But if you are intentional about your story, and why you run your practice the way that you do, then you just may find yourself with the kind of practice you always dreamed of.
Are you ready to tell your patients a new story about dentistry?
