👤 Guest: Amy Epstein, MBA, People + Practice

📌 Episode Overview:
Branding isn’t just a logo—it’s the promise your practice makes and consistently delivers. In this episode, we dig into how orthodontic practices can evolve their brand without losing the trust and recognition they’ve built. Amy Epstein explains when to consider a refresh vs a full rebrand, how to communicate change to protect equity, and the metrics that show your brand work is paying off. This conversation extends Amy’s article, “How to Evolve Your Practice Brand While Protecting Its Legacy,” featured in the November issue of Orthodontic Products.

⏱️ Chapters

00:00 Evolving Your Orthodontic Practice Brand
03:04 Understanding Brand Refresh vs. Rebrand
08:19 Connecting Brand Perception to Business Results
11:49 Utilizing Patient Feedback for Brand Development
14:38 The Role of Team Members in Brand Identity
16:20 Strategic Steps for Brand Evolution
18:20 Honoring Legacy in Brand Evolution

✅ Key Takeaways

🔹 Patients experience your brand before they meet you—make that first touch count.
🔹 Consider an update when your practice’s progress outpaces how you’re presented (new doctors, modalities, markets).
🔹 A refresh modernizes visuals/message; a rebrand responds to larger strategic shifts.
🔹 Protect equity with clear, early, and frequent communication tailored to each audience.
🔹 Measure impact via conversion rates, time-to-start, web engagement, reviews, and word-of-mouth.
🔹 Your team is central to defining and delivering the brand promise—bring them in early.
🔹 Start with discovery: what patients value, what you do best, and how competitors position themselves.
🔹 Evolving your brand ≠ abandoning your legacy—carry forward the elements that still hold equity.

👤 Guest Bio:
Amy Epstein, MBA, is the co-founder of People + Practice, an orthodontic marketing agency on a mission to unveil opportunities for orthodontic practices to thrive by implementing digital marketing strategies, technology, and services that fuel practice growth. She is also the co-host of The Golden Age of Orthodontics podcast, dedicated to highlighting the most innovative technologies and approaches in the orthodontic industry. 

🔗 Links
People + Practice Website: PPLpractice.com
Email: Amy: [email protected]

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Have a question for a future episode? Drop it in the comments or email [email protected].

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