The Role of Brand & Visual Identity in Veterinary Practice Success

I was working this week on writing a job advertisement for a client and his logo, pictured here, jumped out at me and got me thinking.

It's simple, organic, and clean, and I really get a sense of movement, which ties perfectly with his mission to foster human-horse harmony and establish a center of excellence for equine lameness and performance.

The classy font choice really helps convey a sense of quality. I like what he’s done here a lot. This logo got me thinking about branding in general.

Visual elements like logos, colors, and fonts are crucial to branding, whether for clients, staff, or suppliers. Think of a brand as a visual blanket—one that wraps around all the strategic and operational aspects of a practice. It can also extend to the people—clients, staff, and suppliers—who interact with the organization. Just like a blanket, a brand gives a sense of familiarity and comfort to those engaging with your business.

But this doesn’t happen automatically. It takes careful planning, starting with meticulously articulating your vision. Then, a skilled designer working closely with a clear-minded founder can translate these business ideals into concepts that support and enhance the brand.

Finally, the hard part: A brand becomes truly effective when used consistently and mindfully throughout your operation. This allows those who interact with your practice to develop a sensory connection (what people see, smell, hear, and feel) alongside the operational experience (the core services you provide, like surgery or medicine).When combined consistently this is the magic that underpins strong trust and reputation.

Such branding alchemy is often associated with globally recognized organizations like Disney, but it presents opportunities for businesses of all sizes, including veterinary practices. I can think of several examples of practices that clearly take branding seriously.

Here’s a short list of practices that come to mind, which you can explore:

• Southeastern Veterinary Neurology (USA)

• Veterinary Emergency Group (USA)

• Brendan Robinson at Village Vet (UK)

• Roundwood Vets & Roundwood Pet Hospice (UK) - My own clinics.

• Fenvet - Listen in to Dr. Cody Creelman discussing his culture and branding here.
  

Each had a clear vision. Each has a visual identity. Each has a clear operational philosophy, and each, in its own way, has made a mark on veterinary medicine. 

A brand is also like culture; you’ll have one whether you want to or not. The question is, are you actively managing this side of things, or is it just another item on your “I’ll get to it when I have time” list, which we all know might as well be labeled “Never”? It’s safe, I think, to say that branding is also similar to culture because it is an intangible thing that can seem too abstract from the daily reality of operational work to be deemed worthy of leadership attention. But that’s a mistake in my opinion. A saying comes to mind, “Rain that falls in the desert grows thorns, while rain that falls in the garden grows flowers.” Which is to say, taking for granted or ignoring things that matter has a consequence. Minimally a missed opportunity, but more damaging, is if you inadvertently develop a brand that is a blocker to realizing your vision. Think of the devastating impact of a poor brand in the employment market. Or a weakly articulated brand that fails to speak to the right market segment -  All creatures great and small, at all prices high and lows, at all hours night and day. The first part is a great book title. But the rest of that sentence is a recipe for burnout.

Branding is especially interesting to me because it combines two of my passions—people and art. But it’s also interesting because it’s one of the things that separates the good from the rest, and it does so for several practical, non-fluffy reasons. So pay attention.

Just as a peacock turns heads, you will build awareness and attract attention when you invest in branding. Doing so enables several winning opportunities:

1. You’ll attract the type of clients you need for your version of vet med to thrive.

2. You’ll attract the team you need to deliver your version of vet med.

3. You’ll attract the partners you need, and they’ll be more willing to support you.
   

Your vibe defines your tribe.

Brand work, therefore, falls firmly into the category of $100,000/hour work. Remember that the next time you find yourself swearing as you waste precious time showing someone how to make the dental machine work (for the tenth time). Or canceling that planning meeting to talk about the brand because another random case just walked in. Such moments are robbing you of the chance to do the work that really matters if you are the owner.

If you want to learn more about how to create the time and headspace to work on $100,000/hour tasks, then join my Veterinary Leadership Academy - applications are open now.