Question

Topic: Branding

A Company "doing Business At..." — How To Brand

Posted by bkncompany.cr on 4/13/2019 at 3:49 PM ET 125 Points
I have a situation I am struggling with, and my clients (two independent chiropractors) are equally as confused as the the direction they want to go with branding.

Chiropractor 1, I will call her HTC opened up a clinic in her name, her clients, single doctor, legally/web listed at this geographical address. It is branded as HTC.

Chiropractor 2, I will call WCW, is joining her using her OWN brand, but only for one year. She is "DOING BUSINESS AT" HTC. Their billing and licensing is separate, essentially she is a contractor with her own client base. She will be leaving in one year to open her own clinic in a different location (she's pregnant, and it wasn't feasible to open a new clinic now).

We are promoting a "Meet the Team" event, but are questioning certain decisions: whose website/FB/Instagram do we link to, whose logo do we use. The business site IS HTC's, but the client base will be WCW's.

Any thoughts?
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RESPONSES

  • Posted by Jay Hamilton-Roth on 4/13/2019 at 10:09 PM Member
    What's the purpose of the event - to try to convince clients of one of the chiropractors to potentially become clients of the other chiropractor -or- to tell the general public that at this one location they now have another option? Which of the chiropractors is likely to benefit from the event?
  • Posted by bkncompany.cr on 4/13/2019 at 10:15 PM Author
    I should have included that in the original posting...it would explain why it's confusing.

    The event is a "Meet the New Team" event announcing the new WCW chiropractor and two new massage therapists (who are employees of HTC -- they are a non-consideration). So yes, the event is to notify the public of the new chiropractor. The WCW chiropractor is the one who is going to benefit -- this event is essentially hers.
  • Posted by Jay Hamilton-Roth on 4/14/2019 at 8:00 PM Accepted
    If the event is to benefit the new WCW chiropractor, in my opinion, the campaign should live on WCW's social media/website/branding, and HTC should provide a link/mention to it.
  • Posted by Peter (henna gaijin) on 4/15/2019 at 12:24 AM Accepted
    If you are promoting to WCW's clients, everything should point to WCW's web, social, etc. But of course, the web, social, etc. all needs to reflect the new reality (new location).

    HTC's web, social, etc. shoud also be updated to show the new reality, particularly if there is any impact on their clients due to the new reality.
  • Posted by Shelley Ryan on 5/1/2019 at 11:06 AM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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