When you build a solid customer base that not only appreciates you and your work, but trusts you—that’s when you’ll start to see major success.

Think about all of the brands that have managed to gain your trust over the years. Every time you pick up a bottle of Coca Cola®, you know exactly how that soda is going to taste, and the company has spent an enormous amount of time, energy, and money to ensure that trust is there.

The same goes for your favorite restaurant, your favorite clothing line, and your favorite dentist, though you might not always think of the latter the same way you do your morning bowl of cereal.

As a dentist, you don’t always have the time to think of your practice as a brand, and who could blame you? But if you want to make an impact with patients and garner their trust, you need to think critically about the way you present your practice to the world.

You are the product.

If you’re constantly thinking about the way you present yourself to patients (e.g. Am I smiling enough? Am I asking enough questions?) you’re doing something right, because you already recognize the importance of presentation in building brand trust.

Don’t limit yourself to the single role of dental professional. You have to make yourself known in order to make an impact, so consider yourself a part-time marketer, too. Think about ways to increase your exposure in the community, be it through volunteering at events, sending out high-quality information to patients, or even partnering with other local businesses.

The more people are able to recognize your face, the more they will have your trust and respect.

The power of transparency.

Transparency is everything when it comes to marketing for a dental office, though it’s an industry that people are often fearful of. A trip to the dentist is not at the top of everyone’s list but if your patients know what to expect when they step in your office, they just might be a little less fearful.

Put effort toward honesty about yourself and your practice and the services you can or cannot offer. For example, if you know that a competitor is charging less for the same service you provide, be truthful about why even though you are charging more, the quality or attention you provide makes your business a worthwhile investment.

Make it personal.

A care package with a business card, flyer, and other goodies is pretty standard in the dental industry for new patients to receive after their first visit, but these parting gifts aren’t always enough to instill trust. You’ll need something with a little more staying power, like your Start Healthy magazine.

By presenting patients with something a little more personal, you can create a stronger bond and maintain a more trusting relationship. Filling the gift bag with their own copy of Start Healthy, along with items pertinent to them (e.g. their preferred flavor of mouthwash or this fun, free toothbrush tag printable) will secure their attention and future business.

When it comes to building trust for your brand, the best thing to do is think about the kind of things you expect from your own favorite products and services. What are the values you look for, and how can you duplicate those values for success with your practice? You’d be surprised how far a few simple modifications to your marketing strategy can go.