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Topic: Branding

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This question has been answered, and points have been awarded.

Name For And Orthodontic Office

Posted by elianeajohn on 12/6/2012 at 12:35 PM ET 250 Points
Hi,

I am a female orthodontist opening my first orthodontic practice for scracth. My last name is JOHN and I originally made my logo with a "JO" for John Orhodontics. I talked to some people and they think that everybody is going to think that I am a male orthodontist... I would like to keep my logo. So my questions is : Should I keep John Orthodontist or maybe try something like Joy Orthodontics. My first name is not Joy. I would use" Joy" meaning happiness. Please let me know what you think... I apreciate you help. Have a beautifull day!

  • Posted by SteveByrneMarketing on 12/6/2012 at 3:41 PM Member

    While it's possible that there is a word beginning with "J" that is both relevant and meaningful to your target audience, we probably will not be able to discover it for you. It would have to come from something you know (and we don't).

    Your better track is to forget your "JO" logo. Your cost of developing this logo is small compared to the value of having the right name that differentiates your brand from your competitors for your target audience.

    Do you have a written marketing plan? I would start with this and go from there.
  • Posted by elianeajohn on 12/6/2012 at 3:51 PM Author
    Thank you for you answer . I just would like to ask you if you prefer " Joy" or " John" orthodontist or none of them .
    Thanks!

  • Posted by SteveByrneMarketing on 12/6/2012 at 4:27 PM Accepted
    It's not what I might prefer, it's what your target audience (whoever and wherever they are?) would prefer. But since you asked, neither name tells me anything unique about your services. I think you would need to develop a tagline if you stayed with "John Orthodontist".
  • Posted by mgoodman on 12/6/2012 at 4:46 PM Moderator
    My vote: Get a new name. The JO is getting in your way and keeping you from coming up with a great name for your practice.

    But our votes are not as important as what your target audience thinks. You need to approach your business and marketing plans (which should come before the name) as though they really matter -- because they do.

    Once you're ready, you might consider getting some professional help with this one. Naming is important, as you know.
  • Posted by Moriarty on 12/6/2012 at 5:26 PM Member
    You could always be EAJ Orthodontics (using your initials). More important than the name is the professionality that name presents to your public. You are first and foremost a professional orthodontist, and this is a very important part of your marketing.

    As to last names, it would always be possible to get married for professional reasons ;-) Although I would put the man first and his name second!

    Moriarty


  • Posted by stlubahn on 12/6/2012 at 9:49 PM Member
    Interesting to note, I go to a dentist, actually a husband and wife team that are both dentist. They use Walnut Street Dental, and do not us their names at all (they are located on Walnut Street).

    Another thought along those lines is what are your future plans for the business? If you have plans to sell out, or possibly have others join you in your practice, have a business name not tied to your own name allows you to build branding and goodwill that will pass on regardless of the name(s) of the owner.
  • Posted by Jay Hamilton-Roth on 12/6/2012 at 9:50 PM Member
    Regarding "John Orthodontist" vs. "Joy Orthodontics" - they both don't convey the underlying message about your practice. I'm with Michael - talk to your existing clientele to hear what they think & remember about your name.
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