What's in a name? 10 questions to ask when naming your dental practice

By Daniel A. Bobrow, MBA

If you are in the process of naming your dental practice, here are 10 questions to ask and answer before you commit to that name.

1. Is it meaningful? Does it communicate something about the essence of the brand and support the image you want to convey?
2. Is it distinctive? Is the name unique, easy to remember, pronounce, and spell?
3. Is it future-oriented? Does the name position your practice for growth?
4. Do you like how it looks? How does the name look as a visual signifier?
5. Does it portray strength and energy? How vital and full of life is it? Does it have “buzz”? Can it carry an ad campaign on its shoulders? Is it a force to be reckoned with?
6. Is it positive? Does it have a positive connotation?
7. Does it have warmth? A measure of a name’s humanity is its “warmth.” Avoid names that are cold, clinical, and unemotional.
8. Does it support your positioning? How relevant is the name to the positioning of your practice? Further, how many relevant messages does the name map to?
9. How does it sound? And, equally important, how easily is it spoken?
10. Is it protectable? Can it be owned?

Author bio
Daniel A. (Danny) Bobrow, MBA, is president of AIM Dental Marketing (formerly American Dental Marketing). He is also executive director of Climb for a Cause™ and The Smile Tree™. He may be reached at 1-800-723-6523 or [email protected].