All professionals who have dedicated their lives to pursuing excellence in their chosen field have recognized that EVERY profession, from hardcore scientist to abstract artist, has both science AND art in that practitioner’s experience. Each profession is always a combination of the scientific fundamentals and the flair of artistic elements; it’s just a matter of what degree is science and what degree is art.
The definition of SCIENCE is “a branch of knowledge or study dealing with a body of facts or truths systematically arranged and showing the operation of general laws.” If we were to take a dentist, for example, he or she would be practicing the science of dentistry. This would include all of the technology of how to get standard objective results at the end of certain procedures, measurable and consistent from patient to patient. At the same time we could observe the musician, who is able to get sound out of an instrument based on the sciences of physical materials and sound waves.
The definition of ART is “the quality, production, expression, or realm, according to aesthetic principles, of what is beautiful, appealing, or of more than ordinary significance.” For the musician, in this example, the version of what and how sound waves should be created is individual to what that person deems is pleasing and aesthetic. The dentist is operating with the same drive of personal expression and beauty in every procedure performed on a patient.
Every professional applies the science of his subject to create an effect. The individual aesthetics applied to the science to create unique results IS the art form, wholly unique to that individual. This becomes the BRAND. A BRAND is defined as “kind, grade, or make, as indicated by a stamp, trademark, or the like.” It is the special experience your patients or clients have when they come to you for your unique art—your unique application of the science of your profession to help them live better lives.
For the consumer, a great amount of fear and apprehension accompanies the purchase of a professional service. It is the intangible that causes the anxiety; he has no idea if it will produce the expected result until after the procedure has been completed. At least with a big-screen TV he can see it in action before he buys it.
Your brand is your warranty to the consumer—the assurance that the artistic application of the science of what you do will afford them the results they seek. This is communicated in your marketing, promotion and public relations: the company culture and mission, office décor and location, logos and taglines, websites and brochures, articles and interviews, and most importantly, referrals and word-of-mouth. It is this “unique personality” that extends from you and pervades the whole practice and its operations from its inception to ultimate disposition. Because you are one-of-a-kind, so is your brand.
As a Private Practice Millionaire, you would promote your brand continually everywhere so people know who you are and what to expect from you and your firm. If done correctly, you will derive a much higher income due to your celebrity status and reputation.
Promoting your brand and delivering on its promise will assist you with a much more successful financial experience while you “Live Your Art!”