3 Examples of professional services branding.

In general, we expect little when we walk into a dentist, doctor, vet, or accountant's office... neutral walls, ugly furniture, old magazines, brown carpet, and too much time spent waiting (or filling out forms).

Imagine what happens when you subvert these expectations (even in the tiniest of ways).

Professional service providers often overlook the power of branding, missing a huge opportunity to surprise, to delight, and to make us feel like maybe getting a root canal isn't so bad.

In fact, I love my dentist's office! As a mid-century aficionado, my dentist has wallpapered her office in a bold Orla Keily print, has bright Eames chairs in each room, and even has a retro Pacman game in the waiting room. It makes me happy to be there and I am constantly referring her to my friends. Paying attention to branding in a professional services situation can really add value because frankly, the bar is so low.

Having a clear brand identity, one rooted in your mission, and carrying it throughout a client's experience, generates attention in the market and can spur business growth. Spas have long understood the power of branding to create thoroughly immersive experiences for their clients. From the minute you enter, you are greeted, pampered, and enfolded into an atmosphere of calm tranquility. Soothing lighting, calm music, herbal tea, and natural tones reinforce the ambiance – this is all part of branding.

Today, people are brand savvy and the professional service providers that capture their attention garner trust and therefore loyalty. Let's take a look at how 3 professional services have used branding to differentiate themselves, express their specific values and personality, and help them grow exponentially.

Tribeca Pediatrics

Founded in 1994, Dr. Michel Cohen opened his first Tribeca Pediatrics office out of his home with a vision, "of building beautiful offices where kids could feel comfortable, while practicing the essence of medical art: less is more."

As his practice grew, it is evident that his values, ethos, and mission were etched into every business and branding decision, fueling the practice's growth to over 40 offices across New York City, New Jersey, Westchester, and Long Island. Every branding touchpoint, from patient interactions to interior design was carefully considered, reinforcing the mission and helping him stand out in the market. He was not afraid to subvert the norms of the bland, clinical Doctor's office.

The brand has been innovative from day one. Dr. Cohen took, "the model of the quirky, neighborhood pediatrician who knows your child personally and made it into a replicable, exportable aesthetic." What started with a focus on accessible, retail-like spaces featuring big windows, bright colors, and playful furniture, now includes all sorts of branding elements including how staff interact with patients both in-person and through their digital channels. While not every space is cookie-cutter, they retain the same whimsical, child-centered vibe paired with modern convenience and easy access.