Transforming Smiles & Branding with Midlothian Family Dentistry

Midlothian Family Dentistry was founded in 1985. It was the first of its kind at the time, providing a full suite of dental services focused on the patient's experience. This patient-first approach provided state-of-the-art, painless dentistry and featured tailored levels of sedation to offset dental anxiety and support other services, such as implants and cosmetic dentistry.

Today, Midlothian Family Dentistry upholds its roots by focusing on compassionate, comprehensive dental care for patients of all ages. While the practice remains unique within the area due to its innovative methods, customized service and sedation options, the brand did not necessarily reflect this.

Brushing Up on the Brand

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Web Tech Fusion began working with Midlothian Family Dentistry in 2016, but we did not launch the brand refresh until 2021. The company recognized some pain points within its branding and sought opportunities to grow and evolve alongside the recent wave of modern dentistry. With practices aimed at multigenerational audiences, it was important for Midlothian Family Dentistry to ensure their practice not only kept up with the competition but could effectively demonstrate its commitment to care for the community.

Some of the transformative areas we identified included:

• Updating the look and feel of the brand. Having launched over two decades ago, the brand had a semi-outdated look that did not align with its forward-thinking and advanced technological approach to dentistry.
• Similarly, the company used a universal logo that leaned into familiar dental tropes: a tooth and toothbrush. To stand out from others, it was essential to both Midlothian Family Dentistry and Web Tech Fusion, as their marketing partner, to address this and provide an updated logo that differentiated Midlothian Family Dentistry and embodied everything the company stands for.
• The brand's former messaging did not highlight its unique strengths and offerings to patients upfront, meaning the things that made Midlothian unique within the field were getting lost. We wanted to bring those offerings front and center, ensuring new and existing patients understood their options and felt cared for at every step.

As a first step, our team got to work on identifying the key messages and traits we wanted to focus on when creating new branding. Some of these included the very culture that Midlothian Family Dentistry was known for and prioritized, along with some newer areas that had yet to be highlighted.

Some of these key terms and focal points include:

• A compassionate culture
• A calming and confident approach to dentistry
• Judgement-free care
• Trustworthiness that builds over time and extends to the entire family
• A full suite of dentistry care services
• Innovative dentistry and the use of advanced tech
• High value with custom and personalized options

Polished to Perfection

When we approach new branding, we take a multi-step approach to getting to know our clients on a personal level to better understand where they are at and where they want to be. Fortunately, we had been working with Midlothian Family Dentistry for several years, allowing us to know them more personally. However, a complete brand refresh required them to hone in on not only who they were but who they had grown into and who they wanted to be.

Brand Identity

We held several interviews with the Midlothian Family Dentistry doctors and office manager to understand how their clients' experiences, feelings and perceptions impact their practice's story, mission and values. This gave us a clear road map to follow and ensured both sides of perception were understood.

We identified the multiple ways in which they differentiated themselves from their competition to ultimately determine their x-factor and value proposition. This was rooted in their compassionate, judgment-free care and innovative approach to modern dentistry. Midlothian Family Dentistry combines a culture of compassion and innovation with decades of experience and proof of commitment, which sets them apart from other practices. Similarly, they go above and beyond to ensure their patients felt comfortable, seen and safe within their practice, making these pillars the foundation upon which we could build.

Brand Look & Feel

We compiled their responses and collaborated to shape the story of the brand. Utilizing the creative process, we built brand elements that convey the brand identity, from fonts and color palettes to form and tone. This allowed us to build a new logo and develop fresh content while also establishing the brand's overall purpose. In other words, their promise to their clients and themselves.

The new logo embraced their personality and emphasis on protection (a circle) with the M (MFD). The thought behind this logo was rooted in a message of wanting patients to understand the practice will hold them with care. It can also be interpreted as the sun rising over the horizon for a calm and easy day (not often associated with dental visits). The blues were chosen intentionally, as they intuitively invoke feelings of security, tranquility and relaxation. The lines of the M are both fluid and sturdy to portray openness, safety and support.

Making Every Smile Count

With these pillars, we successfully developed a brand that reflected Midlothian Family Dentistry's overall mission, approach and commitment to its patients. We could move forward with many other marketing efforts by taking this vital step.

Over the last few years, we have developed and launched a new website and an SEO program with educational articles. We are thrilled that the new branding has highlighted Midlothian's commitment to care. Is your brand ready for a refresh? Reach out to us today to learn more about our capabilities.