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In The Chair

Our Dental Practice

Positioning ourselves for a relevant tomorrow, today!

It's time to build our brand!

The objective of this strategy is simple.
Know our why, understand our who & figure out how.

business model

target market

competition

positioning

persona

dna

messaging

storytelling

Business Model

We are a technologically progressive, General Dental Practice with a select offering in specialized Dental Treatments.

90% of our business is general & functional with about 10% cosmetic.

What problems or challenges do our customers have that we help to solve?

  • Dental Fear
  • Perceived Costs
  • Pain
  • Appearance
  • Function
  • Maintenance.

Who typically has these challenges?

  • Financially Strained
  • Adults 25-45 years old
  • Low to mid-income families
  • Parents with young children
  • Elderly with past dental neglect
  • Legacy experiences (past history of dental treatment) Those with no recent dental experience

What solutions do you offer to these challenges?

  • Prepare & inform patients (on-boarding)
  • Be consistent &minimize complications
  • Timely & appropriate intervention
  • Stress-free environment with gentle care
  • Affordable payment plans &transparent pricing
  • Advanced pain management techniques
  • Comprehensive cosmetic &functional treatments
  • Educational resources for home dental care
  • Virtual consultation options
  • Personalized treatment plans
  • In-house financing solutions
  • Community outreach programs

Target Market

Market Segmentation

  • Privately Funded
  • Families seeking affordable dental care
  • Individuals prioritizing cosmetic dentistry
  • Tech-savvy patients favoring advanced treatments
  • Elderly with emphasis on functional dentistry
  • Busy Professionals seeking efficient dental services
  • Environmentally conscious patients valuing sustainable practices
  • Young adults seeking modern, aesthetic dental solutions
  • Health-focused individuals prioritizing preventive care Neglect
  • Emergency / ACC / Insurance funded Sports, Accidents, Neglect
  • State Funded

Segment Relevance

  • Privately funded segments most relevant
  • Aligns with tech-driven, specialized offerings
  • Includes middle-income families, young adults
  • Supports cosmetic, preventive, functional needs
  • Allows for personalized, advanced treatment plans
  • Discretionary spending Swift decision making

Segment Value

  • Private Funded Patients
  • Largest revenue generator
  • Size of market
  • Return per dental session
  • Higher discretionary spending on dental care
  • Frequent and comprehensive treatment needs
  • Longer-term customer value and loyalty
  • Attracts cosmetic and specialized services

Segment Barriers

  • Dental Fear
  • Time constraint
  • Financial Constraints
  • Cultural Constraints & legacy fear
  • Emergency & Insurance Segment
  • Uncertainty around insurance cover & benefits
  • Higher outcome expectations in funded care from
    patients
  • Health & safety compliance + cost
  • Navigating stringent health regulations
  • High up-front compliance costs
  • Patients’ cost sensitivity towards dental services
  • Competition-driven pricing pressures
  • Educating market on value versus cost

Success Likelihood

  • Privately Funded: High discretionary spending, loyalty
  • Insurance: Stable revenue, attracts regular check-ups

Audience Personas

Healthy Heather

Age Range 35 -70

Target Market

  • Engaged Health Investors
  • Growing awareness for Oral Healthcare Social & environmentally conscious

Healthy Heather is a 45-year-old health conscious mother living in the vibrant communities of Tasman, Richmond, and Motueka. With an adventurous spirit, she balances her career in education with her love for the outdoors, including hiking, biking, and camping. Prioritizing health and wellness for her family, Heather is not only environmentally conscious but also tech-aware, always on the lookout for reliable, effective dental care that offers the best value for money. She values community well-being, relies on effective time saving technology, and prioritising pain-free, lasting dental treatments to maintain her active lifestyle.

Location

  • Tasman, Richmond, Motueka Urban and suburban areas
  • Accessible regions with healthcare facilities Communities with above-average tech adoption Locales with varied income levels
  • Areas with aging population density.

Occupation

  • Blue collar occupations
  • Mixed occupations: Healthcare, Education, Trades

Average Income

  • $60,000 – $100,000

Values

  • Grassroots, provincial NZ psyche.
  • Health as a priority
  • Trust in advanced technology Value for money
  • Community well-being
  • Environmental consciousness

Audience’s Traits

  • Motivated & organized
  • Family-oriented
  • Tech-appreciative
  • Health-conscious
  • Value-driven
  • Community-minded
  • Environmentally aware
  • Practical

Primary Pain-Points

  • Mid life anxiety
  • Time poor
  • Balancing family health and dental care needs
  • Finding reliable, quality dental care High dental costs
  • Fear of dental procedures
  • Limited time for appointments
  • Concerns over treatment outcomes
  • Navigating insurance coverage

Core Desires

  • A certain mileage out of treatments
  • Lasting treatment benefits
  • Stress-free dental experiences
  • Affordable, transparent cost structures
  • Quick, efficient appointments
  • Confidence in oral health

Core Fears

  • Assurance affordability
  • better value offering elsewhere
  • Further dental complications
  • Overpaying for low-quality treatments
  • Undiscovered conditions worsening
  • Treatments not lasting
  • Missing better alternatives

Purchasing Motivations

  • Ever increasing social & health expectations
  • Efficiency of solutions Prevailing economicclimate Emergency
  • Quality and trustworthiness of care
  • Efficiency and convenience of service
  • Clear, transparent pricing structure
  • Recommendations and social proof

Success Definition

  • Pain free intra & post op procedures
  • longevity & comfort of treatment value for money
  • Lasting relief from dental issues
  • Perceived high-value care
  • Positive, comfort-driven experience
  • Trust in treatment’s durability
  • Satisfaction with invested cost

Preferred media & channels

  • Email Facebook Instagram
  • Facebook: High engagement with locals
  • Instagram: Showcase technology, before/afterimages
  • Email: Personalized health tips, offers
  • Local community events:Sponsorship, participation
  • Health blogs: Collaborations,guest posts

Golden Gary

Age Range 60-80

Target Market / Retired Generation with a Higher concentration in Motueka than Richmond.

Golden Gary is a 65-year-old retiree thriving in Golden Bay, where his days unfold with zest for community engagement and passion hobbies. A former professional with a sharp eye for smart investments, he cherishes quality time spent in his garden, exploring local markets, or volunteering, creating bonds that enrich his vibrant lifestyle. Gary’s golden years are crafted around maintaining a fulfilling life,with travel punctuating his leisure time. In matters of dental health, he seeks dependable, high-quality solutions that align with his wisdom in choosing lastingvalue, minimizing impact on his active life. His decision-making is influenced by trusted recommendations, echoing his approach to embracing proven results and efficiency.

Location

  • Golden Bay
  • Motueka
  • Tasman
  • Richmond
  • Nelson

Occupation

  • Mainly retired Lifestylers
  • Recreational pursuits & travel
  • Retired professionals
  • Part-time hobbyists
  • Volunteering in community
  • Consultants or advisors
  • Enjoying recreational travel

Values

  • Time rich, cost conscious, quality discerning
  • Acknowledged: Time rich, cost conscious, quality discerning.
  • Prioritize long-term health and wellness
  • Seek quality over quantity
  • Value for time and money
  • Trust in professional expertise
  • Commitment to community and family well-being

Traits

  • Health Conscious
  • Environmentally Aware
  • Influenced by opinion
  • Open to suggestion when peer validated
  • Slower in the decision making

Primary Pain-Points

  • Loss of dental function
  • Loss of mobility
  • Ageing
  • Struggle with pace of tech
  • Pre Existing Medical Conditions
  • Medication
  • Loss of dexterity

Core Desires

  • Definitive treatments ( Longevity)
  • Clarity around treatment & costs Cost Benefits

Core Fears

  • Having to spend again on the same treatment
  • Ability to physically handle the treatment
  • Post procedure followup & care disrupted lifestyle
  • Unsuccessful treatment outcomes
  • Incurring repeated costs
  • Treatment-related discomfort/pain
  • Difficulty in accessing care
  • Overlooked dental needs due to age
  • Purchasing Motivation
  • Macro economic climate
  • ROI, like to get more done per session recovery maintained lifestyle

Success Definition

  • functional health minimal disruption to their way of life.
  • Maintained functional dental health
  • Minimal lifestyle disruption
  • Positive recovery experience
  • High value for investment
  • Predictable, lasting results

Preferred media & channels

  • TV, Radio,
  • Broadcast Media
  • Newspaper
  • Email
  • Facebook
  • Direct Mail

Digital Dan & Techie Tara

Age Range 35 -50

Target Market

  • Savvy Settlers
  • Younger generations Gen Y skilled migrants remote workers

Location

  • Golden Bay to Murchison Tasman regions Richmond

Occupation

  • Remote professionals
  • IT and tech sector employees
  • Creative industry jobs
  • Entrepreneurial ventures

Incomes

  • 90 -150k

Values

  • Enriched lifestyles
  • Family life work life balance slower pace of life
  • Work-life integration over balance
  • Digital connectivity as essential
  • Sustainable living practices
  • Emphasis on mental and physical well-being
  • Flexibility and autonomy in work and life

Traits

  • Self reliant High expectations in QoS Confident Tech driven
  • Self-motivated
  • High achieving
  • Adventurous
  • Innovative
  • Socially conscious
  • Primary Pain-Points
  • Lack of support networks
  • Unrealistic expectations
  • Over commitment
  • Convenience driven
  • Navigating limited local services
  • Sourcing quality, convenient healthcare
  • Mental health

Core Desires

  • Quicker response times
  • Demand cutting edge solutions
  • Instant solutions Peer Validation cared for valued

Core Fears

  • Short changed
  • Fear of over treatment P
  • oor or misdiagnosis FOMO Pain ( Treatment discomfort)
  • Post procedure pain

Purchasing Motivations

  • Functional & cosmetic benefit Disruption pre & post procedure Longevity
  • Acknowledged: Your considerations regarding functional & cosmetic benefit, disruption pre & post-procedure, longevity.
  • Peer recommendations
  • Digital service integration
  • Evidence of results, case studies
  • Flexible scheduling options
  • Transparent pricing and value

Success Definition

  • Functional Pain free Cosmetic Service Tailor made
  • Personalised solutions
  • Professionalism,high level of service & care
  • No unwanted surprises
  • Exceeding original expectations
  • Definitive,long lasting solution
  • Treating earlier than later

Preferred media & channels

  • Sms
  • Email
  • Word of mouth
  • Facebook
  • Intsagram
  • X
  • You Tube
  • Internet

Competitive Analysis

One Dental ( Stoke & Mapua )


Advanced ( Nelson )


Nelson Dental


Key Strengths

  • Higher Visibility
  • Better presentation
  • Familiarity

Competitive Edge

  • Better Online Presence
  • Better Engagement Peer Reviews
  • Perception of authenticity, effectiveness

 

Key Weaknesses

  • Tech spend limitations
  • Expansion limits
  • Internal Peer reviews

 

Visual Identity

  • Better Defined Modern
  • Earthy, serene color palette
  • Minimalistic, clean design
  • Nature-inspired imagery
  • Eco-centric visual elements

 

Competitor #1 Insights

Emmaus has the advantage:

  • In group size
  • Consolidated Lower risk spread
  • Resources to upgrade equipment, technology, experience
  • Opportunity to build a personalised, approachable,family targeted brand
  • History, Richmond operating for 50 years, legacy

Lumino


Key Strengths

  • Corporate Might

Competitive Edge

  • Economies of scale
  • Bigger Marketing Budgets
  • Large Capital backing

Key Weaknesses

  • Large, Systems Driven,
  • Prescribed protocols
  • Harder to pivot or react to direct threats or variables

Visual Identity

  • Strong & Effective
  • Memorable and name rolls off the tongue easy.

Competitor #2 Insights

  • We can be a lot more personable Local relatable

Overseas Dental Offerings


Key Strengths

  • Price & Options

 

Competitive Edge

  • Accessible oral care & cheaper procedures


Key Weaknesses

  • After care, followup & minimum liability

 

Visual Identity

  • Varies Due to the price competitiveness visual identity is not high priority

Competitor #3 Insights

  • We can educate our market better on the pitfalls of this kind of medical tourist offering and the risks involved

Positioning Strategy

Desired Perception


Lifestyle Improvement

  • Trust
  • Relationship that prioritizes their health
  • Makes it easy for you to get the service you need
  • Maintain or improve looks
  • Client comment “Call Willem and he will sort it out”
  • Build confidence
  • Simplifying the overall experience
  • Longevity
  • Oral health related general well being.

Experience Differentiation

  • Improve processes across all facets of the customer journey
  • Pre Intra & Post Op experience
  • Personalized appointment reminders via preferred channel
  • Customized reception area ambiance per patient preference
  • Virtual reality dental education in waiting area
  • Follow-up care personalized video messages
  • Community care days, free check-ups, educational workshops
  • Expounding on the virtues of preventative maintenance

Brand Pride

  • Work Culture
  • Sense of belonging & ownership
  • Part of the action
  • Legacy
  • Strong roots
  • Legacy of trust and service in community
  • Innovating patient care experience
  • Emphasis on inclusivity and belonging
  • Proactive health and technology integration

Innovative Risks

  • Be bolder
  • Emphatic
  • Founder Vision Expressed internally & externally.
  • Founding story told

Delight Element

  • Increasing engagement in the micro experiences.

Brand Perception 


  • Trustworthy
  • Competent
  • Proud

Position Ideation


  • Lifestyle Alignment Trailblazer
  • Ritual Alignment Active well being
  • Brand Obsession Part of the action
  • Process Involvement Feedback loops

Enemy Positioning

  • Dental Fear through a positive light on it

Creative Ideation

  • Leaders in thought & innovation
  • Leverage advanced tech for all ages

Value Proposition

Is there anything unique about the end result our customers will get with our brand?


  • an end to end journey that is fulfilling
  • cared for
  • valued.

 

What is the benefit of any differentiated end result to the customer?


  • Felt heard, Empowered choices
  • Ensures customer loyalty
  • Enhances brand reputation
  • Promotes positive word-of-mouth
  • Differentiates from competition
  • Increases customer life time value

 

What are the top 3 most unique and valuable positioning strategy ideas to make our shortlist?


  • Progressive, modern,
  • best practice to benefit customer comfort
  • Family focused (inclusive)
  • Equipped with wide skill & experience base
  • Evidence based,knowledge led Customer well being is paramount
  • Legacy
  • Blend advanced technology with personalized care
  • Emphasize multi-generational family dentistry services
  • Leverage long-standing community trust and innovation

Our Unique Selling Proposition


Personalized care for the individual that benefits them over the transaction
Advanced, personalized dental care leveraging technology for comfort, efficiency and comprehensive health.

 

 

Brand Positioning Statement


“We serve our community, facing challenges like dental anxiety, high costs, and maintaining oral health. Our practice empowers them with stress-free, efficient,and advanced dental solutions, tailored to enhance their health and lifestyle. We offer cutting-edge technology and personalized care plans, ensuring a unique and lasting dental care experience.”

Care, Empathy & Good value

PERSONA


Archetypes & Personality

If our brand was a character in a story or a movie, it would be…

Ted Lasso

 

Dependable, affable, approachable, a disruptor of the status quo.

 

If our brand was a historical figure…

Florence Nightingale

Relatable, relevant, risk taker, humble.

Feelings We Evoke

  • Calming Confidence
  • Non Judgemental
  • Warmth

 

Brand Role

  • Honesty
  • Compassion
  • Empathy
  • Consistent
  • Trusted Advisor
  • Comforting Caretaker
  • Reliable Innovator
  • Proactive Partner
  • Compassionate Friend

Brand Archetype

  • Sage , Innocent

Personality Attributes

  • Compassion
  • Empathy
  • Capable
  • Confident
  • Conscientiousness
  • Enthusiasm

VERBAL IDENTITY


 

Main Voice Attributes

  • Relaxed
  • Collaborative
  • Affirming
  • Confident

Evoking Emotions

  • Softer care
  • Warm fuzzy
  • Trust
  • Comfort
  • Encouragement
  • Acceptance

Responsive Language

  • Affable
  • Conversational
  • Practical
  • Straightforward
  • Empathetic
  • Encouraging
  • Uplifting

Writing Style

  • Professional
  • Light hearted
  • Simple
  • Less Jargony

Signature Voice

  • Friendly
  • Affable,
  • Approachable
  • Convincing,
  • Confidence
  • Empathetic
  • Assurance

Persona Interview

Industry change / what would you change & why?


  • Perception of fear to a position of confidence.
  • Shift the industry’s focus from clinical transactions to patient-centered care, fostering trust and personalized experiences.

Market positives / Why is your market a great space to be in?


  • Constantly Innovating Its unique service offering Loyalty
  • High demand, impactful services, opportunity for deep customer relationships.
  • Audience protection False Promises Unwanted Surprises Inconsistency Uninformed treatments
  • Misinformation, high costs, subpar care.
  • Audience appreciation Loyalty Confidence in our care
  • Their trust and willingness to embrace innovative treatments.

Audience impact / What impact would you like to have on your customers?


  • An Improved Quality of Life.
  • Reassurance of a consistent level of care. Convenience

What would you like your customers to say about you?


  • Trustworthy
  • Friendly
  • Considered
  • Caring
  • Assured

Evan @ _________ really put me at ease & explained all my treatment options. I had a choice in treatments & payment plans. After care followup was excellent.
These guys are the best in the business. They have all the tech & chops to use it.

Gary Stubbspatient

BRAND DNA


Brand Purpose Statement

We believe in walking alongside our patients with advanced technology and compassionate care to transform dental experiences through personalized,efficient treatment plans so they can lead confident healthier, fulfilling lives.

 


Brand Vision Statement

Improving quality of life through better oral health.

To transform dental healthcare by innovating and personalizing the patient experience, ensuring every individual feels valued, informed, and cared for, fostering a world where oral health is foundational to overall well-being.

 


Brand Mission Statement

Trusted Dental treatment Solutions Elevating oral healthcare with transformative experiences through compassion & cutting edge technology.
Patient well-being above profit.

 


Brand Values Statement

Solving today what tomorrow will thank you for.

Field Notes


Brand Purpose Review

How might our brand make our industry a better place?
  • better engagement lift the trust threshold perception shift –
  • Champion preventative care education –
  • Prioritize patient empowerment –
  • Foster community health initiatives –
  • Innovate for accessible care –
  • Lead by example in ethical practices
How could we measure our impact beyond commercial gain?
  • With better engagement comes better feedback. –
  • Patient satisfaction surveys –
  • Community health improvement metrics –
  • Increased preventative care appointments –
  • Positive social media engagement rates –
  • Higher patient retention and referral rates
If our business was a non-profit, what would be the motivation?
  • Improve the quality of life through oral health.
  • Promote universal dental health access
  • Educate on oral health’s impact on overall well-being
  • Support underprivileged communities
  • Advocate for preventative care
  • Innovate affordable dental solutions
What specifically about our industry, society or the greater good does our brand want to improve?
  • Promote dental health as integral to overall well-being Shift perception:
  • Dental care from fear to trust Sustainable, accessible oral health for all demographics
Considering our answers above, write a brand purpose statement. Use the below framework as guidance. “We believe in [Adjective] [Audience] with [relevant resources, tools or capabilities] to [achieve desired outcome] through [unique experience] so they can [adjective][bigger goals]”
  • We believe in walking alongside our patients with up to date diagnostics, manufacturing options and clinical skill to improve quality & trust in oral care through carefully considered assessments that equip for confident informed lifestyles.
  • We believe in walking alongside our patients with advanced technology and compassionate care to transform dental experiences through personalized, efficient treatment plans so they can lead confident healthier, fulfilling lives.

Brand Vision Review

 

What was the inspiration behind creating this business?
Commitment to leveraging technology for better care. A collaborative approach to expand & scale for a better competitive advantage. Improve peer interaction for better patient care. A forward-thinking approach towards comprehensive patient care and operational efficiency.
Where would we like to see our brand in 10 years?
Firmly embedded in the hearts of the communities we serve. Acknowledged: Firmly embedded in the hearts of the communities we serve. – Leading in dental innovation and patient care – Expanded services across multiple locations – A benchmark for community health contributions – Synonymous with dental healthcare excellence
What impact would we like to have had on our customers in 10 years time?
Inter generational legacy Acknowledged: Inter-generational legacy. – Transformed perception of dental care – Fostered trust in dental technology and procedures – Enhanced oral health awareness and preventive care – Created lifelong patient relationships – Established a dental health legacy within families
What does our brand aspire to be or where does it aspire to go?
Class leading, modelling collaborative relatable culture across all stakeholders. Acknowledged: Your consideration towards class-leading and modeling a collaborative, relatable culture across all stakeholders. – Aspire to industry leadership in innovation and care – Model collaborative, community-focused values – Expand reach to more communities, inclusively – Champion the integration of tech in dental health – Cultivate a legacy of trusted, personable service
Considering our answers above, write a brand vision statement. Use the below framework as guidance. “To [verb][statement]”
Improving quality of life through better oral health To transform dental healthcare by innovating and personalizing the patient experience, ensuring every individual feels valued, informed, and cared for, fostering a world where oral health is foundational to overall well-being.

Brand Mission Review

Considering our brand’s vision for the future, what’s the First commitment we need to keep to achieve it

Demonstrating or outworking our brand purpose across the customer journey – Prioritize patient-centric care at every touchpoint.
Considering our brand’s vision for the future, what’s the Second commitment we need to keep to achieve it
Strengthening the frameworks & support structures that prioritize patient-centric dental care.
Considering our brand’s vision for the future, what’s the Third commitment we need to keep to achieve it
Invested Initiatives in building a culture of trust for successive generations Trusted dental solutions. Build and maintain trust through transparency and reliability in all solutions offered.
Considering our answers, write a brand mission statement. Use the below framework as guidance.”To [verb][statement]”
Trusted Dental treatment Solutions Elevating oral healthcare with transformative experiences through compassion & cutting edge technology.

Brand Mission Review

Considering our brand’s vision for the future, what’s the First commitment we need to keep to achieve it

Demonstrating or outworking our brand purpose across the customer journey – Prioritize patient-centric care at every touchpoint.
Considering our brand’s vision for the future, what’s the Second commitment we need to keep to achieve it
Strengthening the frameworks & support structures that prioritize patient-centric dental care.
Considering our brand’s vision for the future, what’s the Third commitment we need to keep to achieve it
Invested Initiatives in building a culture of trust for successive generations Trusted dental solutions. Build and maintain trust through transparency and reliability in all solutions offered.
Considering our answers, write a brand mission statement. Use the below framework as guidance.”To [verb][statement]”
Trusted Dental treatment Solutions Elevating oral healthcare with transformative experiences through compassion & cutting edge technology.
Patient well-being above profit

Brand Values Review

What principles guide our decision-making process?
Fairness Compassion Practical
What do we want customers to say about their experience in dealing with brand personnel
Sincere Committed Solutionists (Problem Solvers) “They made me feel valued and understood.” The saw solutions in my specific situation
What reputation do we want to have in the market?
Innovative, trusted, and patient-centric dental care leader
List 4-6 values based on our previous answers
Trustworthy Reliable Compassionate Curious
Considering our answers, List 4-6 principles most important to our brand. For each principle write a short, catchy sentence as a mantra.FRAMEWORK: [Value]: [Statement]
Solving today what tomorrow will thank you for.

BRAND Messaging


Primary Message


Self Identification

  • Promoting active, health-conscious living

  • Ensuring a confident, comfortable bite

  • Fostering intimate, worry-free interactions

  • Building self-assurance in every smile

 


Audience Paint-points

  • Lack of confidence

  • Public appearance

  • Active social participation

  • Limited food choices

  • Anxiety over dental visits

  • Fear of extensive dental work

  • Confusion over treatment options

  • Concerns about treatment efficacy

  • Worry over unexpected expenses

 


Appealing Benefits

  • Prevention better than cure.

  • More informed, less unwanted surprises.

  • Advanced technology for comfort and speed

 


Differentiation Factors

  • Advanced, comprehensive care in one location.

  • Tailored solutions accommodating unique needs.

  • Flexible bridging solutions.

  • Exceptional value Culture.

 


Audience Fears

  • Fear of painful procedures

  • Anxiety about affordability

  • Worry over impersonal treatment

 


Audience Desires

  • Lasting, successful dental health

  •  Enhancing personal image and smile

  • Personalised, understanding care

  • Clear, transparent communication

  • Feeling valued as an individual

  • To be heard, not commoditised

 


Audience Ambitions

  • Confident personal space encounters.

  • Vibrant social interactions, full of laughter

  • Enjoying diverse cuisines without hesitation

  • Participating fully in active, outdoor adventures

  • Close-up smiles, brimming with confidence

Field Notes


Primary Message Review

Which points or factors would help our audience see themselves in our brand?
  • Active & healthy lifestyles
  • Chewing confidently
  • Confident proximity
  • Confident in personal space 
  • Promoting active, health-conscious living
  • Ensuring a confident, comfortable bite
  • Fostering intimate, worry-free interactions
  • Building self-assurance in every smile
Which pain-points would resonate most with our audience and their journey?
  • Lack of confidence
  • Public appearance
  • Active social participation
  • Limited food choices
  • Cost of treatment
  • Unwanted surprises
  • Limited quality of life 
  • Anxiety over dental visits
  • Fear of extensive dental work
  • Confusion over treatment options
  • Concerns about treatment efficacy
  • Worry over unexpected expenses
Which key benefits are most likely to entice our audience?
  • Prevention better than cure.
  • More informed, less unwanted surprises.
  • Advanced technology for comfort and speed
Which differentiation factors are most likely to highlight our unique value?
  • Advanced, comprehensive care in one location
  • Tailored solutions accommodating unique needs
  • Flexible bridging solutions.
  • Exceptional value
  • Culture
Which core fears would most resonate with our audience?
  • Treatment Comfort
  • Treatment Cost
  • Lack of rapport
  • Fear of painful procedures
  • Anxiety about affordability
  • Worry over impersonal treatment
Which core desires would most resonate with our audience?
  • Confidence in treatment & outcomes
  • Lasting, successful dental health
  • Enhancing personal image and smile
  • Personalized, understanding care
  • Clear, transparent communication
  • Feeling valued as an individual
Describe the image of success we should communicate?
  • Socially Engaged & Eating out
  • Active lifestyles
  • Freedom & mobility
  • Confident personal space encounters
  • Vibrant social interactions
  • Full of laughter
  • Enjoying diverse cuisines without hesitation
  • Participating fully in active, outdoor adventures
  • Close-up smiles, brimming with confidence

BRAND Messaging


Secondary Message

Aligned Beliefs

  • Emphasize commitment to patient-centered care

  • Highlight technology’s role in enhancing comfort

  • Share stories of transformative patient experiences

  • Underline the importance of trust and transparency

  • Illustrate dedication to community well-being

 


Our Future Brand

  • Access to a wide knowledge base, Servant-hearted leadership.

  • Showcase cutting-edge dental innovations

  • Highlight expert team’s comprehensive skills

  • Share patient success stories widely

  • Emphasize leadership’s commitment to service

  • Foster a culture of continuous learning and improvement

 


Our Commitments

  • Personalized patient engagement strategies

  • Consistent, transparent communication across channels

  • Highlighting real patient stories and outcomes

  • Commitment to ongoing education and improvement

  • Ensuring accessibility and understanding for all

 


Displayed Behaviours

  • Emphasizing fairness in every patient interaction

  • Demonstrating compassion through tailored care plans

  • Practicing practical solutions for real-life dental issues

  • Upholding integrity in all aspects of patient care

  • Committing to excellence in dental health outcomes

Field Notes


Secondary Message Review

Which points would allow us to communicate our beliefs effectively?
Treating with empathy & compassion Acknowledged: Treating with empathy & compassion. – Emphasize commitment to patient-centered care – Highlight technology’s role in enhancing comfort – Share stories of transformative patient experiences – Underline the importance of trust and transparency – Illustrate dedication to community well-being
What key points should we focus on to demonstrate our ambition?
Promoting our moments of truth. Demonstrating our technological prowess Access to a wide knowledge base Servant-hearted leadership Acknowledged: Promoting our moments of truth, Demonstrating our technological prowess, Access to a wide knowledge base, Servant-hearted leadership. – Showcase cutting-edge dental innovations – Highlight expert team’s comprehensive skills – Share patient success stories widely – Emphasize leadership’s commitment to service – Foster a culture of continuous learning and improvement
Which points would allow us to communicate our commitments effectively?
Engaged communication & personalized interactivity. Clear effective focused consistent messaging. Share patient success stories widely. Acknowledged: Engaged communication & personalized interactivity, clear effective focused consistent messaging, share patient success stories widely. – Personalized patient engagement strategies – Consistent, transparent communication across channels – Highlighting real patient stories and outcomes – Commitment to ongoing education and improvement – Ensuring accessibility and understanding for all
Which points would allow us to communicate our principles effectively?
– Emphasizing fairness in every patient interaction – Demonstrating compassion through tailored care plans – Practicing practical solutions for real-life dental issues – Upholding integrity in all aspects of patient care – Committing to excellence in dental health outcomes

Discussion Topics Review

What are the top 10 challenges of our audience?
Dental anxiety Past experiences Lack of insight Financial constraints Accessibility Urban Myths Heresay Time constraints dental function cosmetic expectations Acknowledged: Dental anxiety, Past experiences, Lack of insight, Financial constraints, Accessibility, Urban Myths, Hearsay, Time constraints. – Dental fear and anxiety – Negative past dental experiences – Misinformation and dental myths – Financial barriers to care – Challenges accessing quality dental services – Time constraints limiting appointments – Confusion over treatment options – Concerns about pain during treatment – Worry over treatment outcomes – Fear of judgment or embarrassment
What are the top 10 questions our audience has about how to resolve their challenges?
Will it be painful? Will it be expensive? Can i go to work afterwards? Do i need to take time off work? How long will this last? What kind of maintenance is required? How soon? Do I need to come back for followup? Am I seeing the same dentist? Do you have a payment plans? Acknowledged: Your considerations towards the audience’s questions on treatment approach, outcomes, and logistics. Given your focus, here’s a concise suggestion: – “How can I minimize discomfort during procedures?” – “What are my financing options for treatments?” – “Is recovery time quick enough for minimal work interruption?” “Will I need regular follow-ups or additional treatments?” – “Can the same dentist manage all my dental needs?” – “What are the long-term benefits of your dental solutions?” – “Do you offer flexible scheduling for busy individuals?” – “How do you ensure treatments are as pain-free as possible?” – “What maintenance or aftercare will I need?” – “How does your practice support anxious patients?”
What are the top 10 keywords our audience searches?
Good dentist local dentist toothache teeth whitening straighten my teeth invisalign dental implants dentures screwing teeth root canal cavities bad breath heart trouble jaw pain tooth extraction work & income dentistry ACC dental School dentistry Teen Dental Acknowledged: your considerations towards what your audience is searching for. – Emergency dental services – Affordable dental care options – Painless dentistry techniques – Cosmetic dental treatments – Dental hygiene tips – Preventative dental care – Child-friendly dentists – Latest dental technology – Dental surgery recovery – Dental insurance accepted

Storytelling

Framework

Healthy Heather

Heather lives in a world where her dental health has gradually declined, a common tale of neglect due to prioritizing other life demands. She's keenly observing the perfect smiles on social media,contrasting sharply with her reality. This awareness sparks a desire for change but is clouded by uncertainty about the possibilities for her dental treatment options. She seeks not just treatment,but a clear assurance that her dental issues are not beyond repair, hoping to regain confidence in her smile and overall oral health.

Her Obstacles


Heather faces the internal struggle of self-neglect amidst the chaos, leading her to sideline her dental health, driven by the fear of time away from her responsibilities and potential financial burden. This internal battle is compounded by external pressures from societal expectations of maintaining a perfect appearance, exacerbated by the idealized images bombarded at her through social media. The contrasting realities leave her feeling overwhelmed, inducing anxiety around seeking dental care and fear of judgment for her delayed attention to her needs. This concoction of emotional and practical challenges stymies her path to better oral health, leading to a cycle of avoidance and deteriorating dental conditions.

Call to action


Heather’s realization was catalyzed by the undeniable symptoms of declining dental health: the discomfort of bleeding gums, the sharp pain from cold sensitivity, and persistent discomfort that could no longer be ignored. These physical manifestations of neglected oral care, combined with the emotional motivations tied to her role as a caregiver for both her children and aging parents, compelled her to prioritize her dental health. The final push came from seeing these issues not just as personal inconveniences but as signs warranting immediate action to prevent further complications. Heather’s desired outcome is twofold: relief from immediate discomfort and a preventive roadmap for sustained oral health, seeking solutions that promise enduring well-being and the ability to care for her loved ones without hindrance.

Meeting the guide (Us)


Heather’s journey towards resolution began with a serendipitous online search that led her to our dental practice’s website. Encountering a plethora of reassuring patient testimonials and clear, educational content on treatment options, she felt a glimmer of hope. Our brand, acting as her guide, offered a compassionate consultation where her fears were acknowledged and her options clearly laid out. Introduced to a holistic treatment plan that emphasized preventative care alongside immediate solutions, Heather embarked on a newfound path towards dental health, bolstered by our advanced technology and personalized care approach.

 

The Challenge


Heather’s relief is palpable, knowing she’s now on a steadfast journey to reclaim her dental health, fortified by the supportive, understanding partnership with our practice. Her commitment to better oral care is a testament to her aspiration for a healthier future for herself and her family, transforming her initial anxiety into a beacon of hope and optimism.

The Transformation


Heather, once burdened by the worry of her familial dental care, now navigates her days with newfound confidence, advocating for regular dental maintenance and embodying the role of a proactive oral health ambassador within her community. Her journey from apprehension to advocacy reflects a deep internal growth that resonates with every family conversation and community interaction.

The New World


A life post enlightenment is one that has options when the basics of oral care has been dealt with. Cosmetics beyond functional can be considered & continuing on the journey with a new found relationship is worthwhile.

In their desired life, Heather, Gary, and Digital Dave thrive in a world where dental care is no longer a source of dread but a component of their balanced, health-conscious lifestyle. With hindsight, they would advise their past selves about the paramount importance of early and proactive oral health care. Their lives, liberated from the constraints and fears that once anchored them, radiate a quiet confidence and empowerment. Now, they confront oral health issues with informed decisiveness, advocating for themselves and their communities’ wellbeing.

The transformation extends to their broader life experiences, where the joy is found in the simplest of moments—sharing a meal without worry, smiling in photos without self-consciousness, and enjoying spontaneous laughter without reservation. The fear and uncertainty that once clouded their perception of dental care have been replaced with control and empowerment over their health decisions.

This new world is not just about a absence of problems but about embracing an enriched life filled with possibilities, now accessible with their foundational oral health securely managed. Their transformation has not only granted them a brighter smile but has also unveiled a horizon of opportunities, previously obscured by dental challenges, now eagerly anticipated.

Golden Gary

Gary is capable of spending more on health with the aim of securing his dental function & preserving his dentition as much as possible. He would like the reassurance of the treatments & options having long term results. While his maintenance has not always been to the standard, he is willing to correct that with pro active steps to ensure surprises & emergencies. He has scheduled travel & engagements so will want to avoid disappointments & worries around dental function. He is flexible & wanting to present himself at optimum health & function to his near & dear ones.

His Obstacles


Gary navigates a sense of urgency and a quest for assurance in the longevity of dental solutions, reflective of a broader concern for sustaining health and functionality into his golden years. The emotional weight of preserving independence and vitality, while managing the practical aspects of treatment timelines and outcomes, underscores his journey. He wrestles with reconciling past dental neglect with a proactive stance toward his dental health, amidst a backdrop of ongoing commitments and the desire for uninterrupted enjoyment of life’s pleasures.

Call to action


Gary’s moment of realization came sharply into focus following a family dinner, where a misplaced comment from a relative coupled with his wife’s concerned glances highlighted the unavoidable state of his dental health. The episode, both embarrassing and illuminating, jolted him into acknowledgment of his situation. Further compounding this awareness, his recent medical consultations suggested a direct correlation between oral health and the efficacy of impending cardiac surgery, laying bare the urgent need for comprehensive dental care. Motivated by a desire to maintain his dignity, ensure his overall health remains un compromised, and uphold his role as a family patriarch, Gary is propelled to seek solutions that provide not only immediate remediation but also long-term preventive strategies, thus preserving his quality of life and familial respect.

Meeting the guide (Us)


Gary, on the other hand, was introduced to our brand through a community health seminar we hosted, which focused on the inter-connectedness of oral and overall health for seniors. Struck by our deep understanding of his specific challenges and motivated by our track record of success, he found reassurance in our expertise and the state-of-the-art options we offered. Our brand provided Gary with a personalized, clear-cut treatment strategy that not only addressed his immediate dental needs but also aligned with his lifestyle and long-term health goals.

 

The Challenge


Gary, bolstered by the personalized roadmap laid out for him, feels a renewed sense of vigor. The commitment to action has alleviated his fears, replacing them with anticipation for a future where his dental health bolsters his overall well-being and allows him to engage fully in life’s adventures. His acceptance of our plan signifies a pivotal step toward longevity and fulfillment, underscored by a promise to himself and his loved ones to maintain this new path.

The Transformation


Gary, initially apprehensive about the potential disruptions to his lifestyle, discovered through his transformative journey with us that maintaining his dental health was not just about preventive measures but about enriching his quality of life. This realization redefined his perception of dental care, illustrating that proper oral health care seamlessly integrates into and enhances his daily life. The contrast between his former state of avoidance and his current proactive engagement with dental health symbolizes a significant personal accomplishment.

The New World


A life post enlightenment is one that has options when the basics of oral care has been dealt with. Cosmetics beyond functional can be considered & continuing on the journey with a new found relationship is worthwhile.

In their desired life, Heather, Gary, and Digital Dave thrive in a world where dental care is no longer a source of dread but a component of their balanced, health-conscious lifestyle. With hindsight, they would advise their past selves about the paramount importance of early and proactive oral health care. Their lives, liberated from the constraints and fears that once anchored them, radiate a quiet confidence and empowerment. Now, they confront oral health issues with informed decisiveness, advocating for themselves and their communities’ wellbeing.

The transformation extends to their broader life experiences, where the joy is found in the simplest of moments—sharing a meal without worry, smiling in photos without self-consciousness, and enjoying spontaneous laughter without reservation. The fear and uncertainty that once clouded their perception of dental care have been replaced with control and empowerment over their health decisions.

This new world is not just about a absence of problems but about embracing an enriched life filled with possibilities, now accessible with their foundational oral health securely managed. Their transformation has not only granted them a brighter smile but has also unveiled a horizon of opportunities, previously obscured by dental challenges, now eagerly anticipated.

Digital Dave

Digital Dave is more about efficient results. Aware of the options. Researched overseas dental treatment options & medical holidays. Aware of the pitfalls of treatments gone wrong. Would consider short term solutions for cost benefits. Early stages of fractured dentition due to prior restorations, injuries, accidents. Interested in their children's dental health. Wary of funded initiatives & advisory claims.
Their philosophy dictates their decision making & seeks alignment to their way of thinking rather than being open to alternative options.

Their Obstacles


Digital Dave’s journey is marked by a pragmatic yet cautious approach to dental care, influenced heavily by a blend of skepticism and a desire for cost-effective solutions. His trust in technology and readiness to embrace efficient treatments are shadowed by wariness—stemming from stories of medical tourism gone awry and the lure of immediate, yet potentially short-lived fixes. This dualism in thought processes, driven by a hunger for the best of both worlds—quality and affordability—sets the stage for a nuanced dialogue with dental professionals, seeking resonant solutions that align with his digital savvy and proactive mindset towards family health care.

Call to action


Digital Dave’s journey took a decisive turn during an unexpected dental emergency that manifested as intense jaw pain, possibly TMJ-related, abruptly confronting him with the vulnerability he had long felt immune to due to his youthful resilience and preoccupation with life’s milestones. His longstanding skepticism towards certain dental procedures, such as the efficacy and health implications of root canals, further compounded his dilemma, steering his preference towards more definitive solutions like implants. This event shattered his perception of invulnerability, igniting a proactive stance towards seeking dental care that not only aligns with his quest for efficiency and certainty but also resonates with his deep-seated values for innovative and lasting health solutions.

Meeting the guide (Us)


Digital Dave’s engagement with our brand materialized through a recommendation on a tech-savvy consumer health forum, highlighting our innovative approach to dental care. Intrigued by our use of cutting-edge technology and minimally invasive treatment methods, Dave arranged a virtual consultation. Impressed by the detailed analysis and the range of advanced treatment options provided, he felt confident in taking proactive steps towards addressing his dental health. Our approach of integrating technology with compassionate care perfectly matched his values and expectations, guiding him towards a comprehensive and satisfactory dental care experience.

 

The Challenge


Digital Dave, initially cautious, finds reassurance in the tangible solutions and advanced care options presented to him. His transition from skepticism to trust in our expertise catalyzes a commitment not only to his own dental health but also to advocating for similar proactive measures within his community. The realization that efficient, innovative dental care aligns with his values inspires a deeper engagement with his treatment plan, seeing it as an integral component of his and his family’s progressive lifestyle.

Their collective journey from apprehension to action underscores a shared narrative of transformation, led by our brand’s empathetic and innovative approach to dental care, promising a brighter, healthier future.

The Transformation


Digital Dave’s transformation journey epitomizes the shift from digital skepticism to informed trust, where his initial reservations about dental solutions morph into an enthusiastic embrace of innovative dental care. This shift is mirrored in his broader lifestyle, where he seeks to balance efficiency and well-being, applying the same innovative spirit to both his professional and personal life. His evolution reflects a broader narrative of change, where embracing advanced dental care becomes a keystone of his identity as a forward-thinking individual and a responsible parent.

Their narratives collectively underscore the transformative power of understanding, acknowledging, and addressing oral health care needs. This transformation not only redefines their personal health journey but also influences their interactions with the world around them, demonstrating the far-reaching impact of dental well-being on overall life quality.

The New World


A life post enlightenment is one that has options when the basics of oral care has been dealt with. Cosmetics beyond functional can be considered & continuing on the journey with a new found relationship is worthwhile.

In their desired life, Heather, Gary, and Digital Dave thrive in a world where dental care is no longer a source of dread but a component of their balanced, health-conscious lifestyle. With hindsight, they would advise their past selves about the paramount importance of early and proactive oral health care. Their lives, liberated from the constraints and fears that once anchored them, radiate a quiet confidence and empowerment. Now, they confront oral health issues with informed decisiveness, advocating for themselves and their communities’ wellbeing.

The transformation extends to their broader life experiences, where the joy is found in the simplest of moments—sharing a meal without worry, smiling in photos without self-consciousness, and enjoying spontaneous laughter without reservation. The fear and uncertainty that once clouded their perception of dental care have been replaced with control and empowerment over their health decisions.

This new world is not just about a absence of problems but about embracing an enriched life filled with possibilities, now accessible with their foundational oral health securely managed. Their transformation has not only granted them a brighter smile but has also unveiled a horizon of opportunities, previously obscured by dental challenges, now eagerly anticipated.

Visual Identity


Visual Style

Field Notes


Visual Identity Review

Which visual style would best represent our brand?
  • Minimalistic, Warm, inviting colors User-friendly interface Nature-inspired elements Modern typography
Which colours or themes could support our brand’s look and feel?
  • Cool, calming blues with vibrant green accents
  • Sleek, modern grayscale with bold, passionate red highlights
  • Soft pastels juxtaposed with elegant metallics
  • Vibrant, energetic oranges paired with crisp, clean whites
  • Earthy browns balanced with lush botanical greens
What graphic elements might support our creative direction?
  • Simplified illustrations depicting dental care
  • Dynamic lines symbolizing transformation
  • Warm, comforting gradients for backgrounds
  • Personal, candid patient photographs – Ecological textures reflecting sustainability
Which typeface styles align with the look and feel we desire?
  • Clean, sans-serif fonts for readability
  • Warm, friendly script for highlights
  • Bold, modern typeface for headings
  • Slender, elegant serif for subtext
  • Rounded letterforms for approachability
What brand identities can we use as inspiration for creative direction?
  • Innocent Smoothies
  • Playful, vibrant, and approachable
  • Apple: Sleek, minimalistic, innovative
  • Patagonia: Nature-inspired, eco-conscious, robust
  • Casper: Friendly, clean, comforting
  • Warby Parker: Modern, user-friendly, socially conscious
Are there any competitor visuals we could avoid or contrast against?
  •  One Dental’s earthy, serene palette: Embrace brighter, more energetic colors
  • Lumino’s uniformity: Adopt personalized, story-driven imagery
  • Nelson Dental’s template minimalism: Integrate richer textures, dynamic shapes
  • Overseas offerings’ budget look: Aim for a high-quality, premium feel
  • Corporate vibes of Lumino: Foster a warm, community-oriented atmosphere

Visual Application

Channels

  • Website: User experience, engaging visuals
  • Social media: Consistent, compelling imagery
  • Print materials: Brochures, business cards
  • In-Clinic: Signage, interior design elements, Tactile interfaces & interactive displays.
  • Email marketing: Templates, headers

 

Key applications

  • Digital ads: Vibrant, attention-grabbing graphics
  • Email campaigns: Engaging headers, clear CTA designs
  • Social media: Shareable content, stories, posts
  • In-clinic: Welcoming signage, patient education screens
  • Website: Interactive elements, informative visuals

Technical constraints

  • Color perception under different lights
  • Print costs for high-quality visuals
  • Mobile responsiveness for digital platforms
  • Accessibility guidelines for color contrast
  • Cultural sensitivity in imagery and symbols

Refreshing visuals

  • Seasonal color palettes for website, socials
  • Evolving patterns in marketing materials
  • Interactive elements tailored to user input
  • Customizable features in digital communications
  • Special edition visuals for community events

Worth Considering


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