Building a veterinary practice brand

The use of brands and branding to market and differentiate veterinary services is a relatively recent development in the UK. At the time of writing, published material on the subject is limited and there is as yet no veterinary context specific research to draw on. Although this marketing strategy is being embraced by corporates and other types of veterinary practice, implementation often only extends to the use of external symbols, such as logos, the choice of corporate colour schemes, staff uniforms and signage. Branding is much more than a set of external symbols. It is a complex, multifaceted construct and needs to be fully understood as such by practice owners and managers before they can utilise it as a marketing tool effectively.

This article explores the multiple meanings of the brand concept and the adaptation of the concept for marketing services. An approach to branding a veterinary practice is then proposed utilising the corporate branding model, which is particularly appropriate to services branding, and which practice owners and managers who wish to create their own practice brand may utilise.