THE WHY: Stay true to who you are and your content will feel authentic. You can build trust by keeping a consistent brand voice across all of your content, on your website, social media, blogs, emails, and digital and print advertising. The best way to be consistent is to be you.

THE HOW: Take a look at who you are and how you want to appear to your patients. Write down a few key descriptors to outline who you are, and identify the tone you want to carry throughout your branding. Stay true to who you are across all of your content.

– Keri Sculland, Manager of Editing & Content Strategy, POD Marketing Inc.