Latest / Orthodontic Products Podcast / How to Improve Your Orthodontic Practice Brand

Transcript

How to Improve Your Orthodontic Practice Brand · Orthodontic Products Podcast

0:05
Hello and welcome to the orthodontic products podcast.
0:07
I'm your host, Alison Werner.
0:08
In this episode, we're gonna talk about branding and the process that goes into
0:12
it.
0:12
And joining us to do that is Tony Peniche from the orthodontic consulting firm,
0:16
Peniche & Associates.
0:18
Tony is director of innovation there and works with orthodontic practices to help
0:22
them not only build their brands, but also their larger marketing programs and to
0:26
develop innovative ways to build on their success.
0:29
Tony, thanks for joining me again.
0:31
Thank you for having me.
0:33
So I'm actually going to turn most of this conversation over to you.
0:37
And for those who are watching the video version of this, Tony's going to share a
0:41
PowerPoint that kind of walks us through that.
0:43
But for our audio listeners, he's also going to just explain what's there.
0:47
So you can still get the same value out of this whole process and everything.
0:52
But he's going to walk you through the brand and design process for your
0:56
orthodontic practice.
0:57
And I think this will really be valuable because the process of working with a
1:00
graphic designer
1:03
daunting, but you're here to walk them through what to expect and how to make
1:07
sure they actually get everything they need from the process so that it's not
1:11
contentious or hard or frustrating.
1:15
So I'm gonna turn it over to you and let you talk to our listeners about this.
1:19
Yeah, absolutely.
1:20
So I'll go ahead and share my screen.
1:25
And here we go.
1:30
So this kind of came about because I've worked with a lot of orthodontics around
1:34
the country and when they hire an agency to redo their brand or design a graphic or
1:42
update their logo, there's a lot of frustrations that happen.
1:45
You know, basically the first iteration that they get, they're disappointed with.
1:49
And I have to remind them that, you know, the first run that you get, you're not
1:52
going to like it.
1:53
It's called a rough draft and it might take five, six, seven.
1:57
10 different rounds before you actually get the logo or the design that you
2:00
actually want.
2:01
And you need to be okay with that and have that expectation.
2:05
And it seems like it doesn't matter how many times I say that and explain that to
2:09
clients.
2:10
It's like they forget as soon as they see that first round of rough drafts.
2:13
And then they say that, you know, the designer is terrible or that agency isn't
2:17
what they expected.
2:19
And I just want to remind you that it is a, it is a design process.
2:23
So expect that.
2:26
So.
2:27
Yeah.
2:27
we go.
2:28
Um, the first question is, you know, do you really need to, do you need to refresh
2:33
your logo?
2:34
And I would say if you haven't updated your logo in 10 years, you probably need
2:37
to refresh it.
2:38
Uh, I would say 95% of logos out there after about five years, they start to look
2:43
a little dated and you need to just constantly be refreshing them.
2:47
Um, so what I would recommend is every three years that you have the, the
2:51
evaluation and you talk about it with your team and then every five years,
2:54
definitely.
2:55
probably gonna want to refresh it just a little bit.
2:58
I mean, even the Nike Swoosh gets refreshed every few years.
3:02
And a lot of people don't even realize that, but yes, the Nike Swoosh even gets
3:05
refreshed every few years.
3:07
What I'm showing here is a video with terrible audio.
3:14
Yeah, okay.
3:15
It's a video of the Taco Bell commercial, or not, Taco Bell logo being updated, the
3:20
Starbucks logo being updated.
3:23
Now it's showing Pizza Hut.
3:25
Um, and you can see it's still on brand.
3:28
It still looks like the same company.
3:30
Um, it's just refreshed, you know, they're updating the colors, the typeface, and,
3:35
you know, your fonts are one of those things that really does look dated pretty
3:38
quickly.
3:40
Um, but as you go through this process, remember that the first round that you
3:44
received, you may not like.
3:46
So now what I'm showing is a bunch of examples of a, of a logo for a company
3:50
called Northern lights.
3:51
And you'll see just how dramatic and how different they are.
3:55
And a client might see this first one and think, this is terrible.
3:59
This looks like a, like a sci-fi movie, um, or a horror movie.
4:04
This is not what I was going for.
4:06
And that's fine.
4:06
That's fine to say that and tell the designers you don't like that.
4:10
They need that feedback.
4:11
They cannot read your mind.
4:13
Right.
4:14
And so you tell them what you don't like, and then you get another round.
4:17
And then you tell them again, what you don't like, but hopefully what you're
4:20
telling them is what you do.
4:21
Like maybe you start to see a little.
4:23
a little ember of something that is moving in the right direction.
4:26
You say, okay, I like this element over here and tell them to explore that
4:30
element.
4:30
And then as they continue to explore it, all of a sudden it becomes something
4:33
totally different.
4:34
So in this first series of logos, you know, there's like these like lines and
4:38
then all of a sudden they're playing with light and sun and there's like chickens
4:42
and trees.
4:43
But by the time you get to the end, you're really just seeing a cup of coffee with
4:46
lines coming out of it, almost like it's shining.
4:49
And so you can kind of see how far it's evolved and went.
4:52
but you have to communicate.
4:53
You can't go silent and just sit there frustrated and kind of pissed off that you
4:59
don't like the logo, which is what we see all the time.
5:02
Clients not communicating with the designers.
5:06
Here's another one here where they took a photo of a lion and they changed it into
5:12
one layer.
5:13
And I could imagine a client immediately going, this is awful, what are you
5:16
thinking?
5:18
But not realizing that it's going to evolve.
5:19
So the question isn't do you like this logo?
5:21
The question is do you like this concept?
5:23
Do you like the idea of a lion?
5:25
Sitting and looking at him from the profile from the side if you like that
5:29
concept Then we can continue to go down this rabbit hole and see what we come up
5:32
with
5:33
Well, I think that's the thing to point out that it's about the initial design is
5:38
the concept, then it's figuring out what does that mean over the evolution.
5:43
And that's where that input comes in, correct?
5:46
Absolutely, yeah.
5:48
And again, I mean, I tell clients this constantly over and over and over again,
5:52
and then I still get that phone call and I still get that email that they're just so
5:55
frustrated and they hate the designs that designer came up with.
5:58
And I'm like, oh my gosh, like, is this the first round?
6:01
I'm like, I told you, you're not gonna like it.
6:03
Yeah, yeah.
6:05
So what I'd like to do now is actually draw something.
6:07
So if you're at home listening to this audio, I recommend that you pause this for
6:11
a second, go grab a piece of paper and a pen and then hit play again.
6:15
Everyone else, grab a piece of paper, grab a pen, and we're gonna draw something real
6:20
quick.
6:22
So Allison, are you gonna play along?
6:23
Yeah, I'll play along, I'm ready.
6:26
All right, so Allison doesn't know what we're doing either.
6:28
So the first thing I want you to do is, on your piece of paper, I want you to draw a
6:32
very large circle in the center of the piece of paper.
6:38
All right, now off to the left side of that circle.
6:43
I want you to draw a slightly, you know, maybe like half the size, draw a circle
6:48
that overlaps the first circle off to the left side.
6:53
a circle overlapping a circle.
6:55
Now within that smaller circle, I want you to draw like a sideways oval towards the
7:03
base of that second circle.
7:08
So now you're just drawing an oval.
7:12
Now above that little oval, I want you to draw two small circles right above it.
7:22
Alright, now remember the second circle that we drew the second biggest one on the
7:27
top of that coming off of it.
7:28
I want you to draw two triangles.
7:33
Now, looking at the largest circle and the first circle that you drew, hanging off
7:38
the bottom of it, I want you to draw four little rectangles coming off the bottom of
7:43
it.
7:48
Alright.
7:48
And lastly, off to the right side of the largest circle.
7:52
I want you to have like a little squiggly line kind of coming out the side of it off
7:56
to the right.
8:00
Now, did you get a pig?
8:02
Yes.
8:06
I'll put my pig up.
8:08
I think it does.
8:10
So oftentimes, so this is really what we see oftentimes is does yours look like the
8:16
bottom one over there?
8:19
Uh, my ears are a little it too far in.
8:21
They're not out to the side, but I would say yes ish.
8:27
Oh, my legs are all at the bottom of the big body.
8:30
Yeah, mine are like your bottom big one there.
8:33
Yeah.
8:34
Yeah.
8:34
So, so I do this all the time in our marketing course.
8:37
And what I'm illustrating here is that, you know, let's say we have like a hundred
8:41
people in the room and we do this exercise.
8:44
What happens is about 20 to 30% of the people in the room nail it.
8:48
And it looks like that bottom one there.
8:49
It's like, okay, it's close enough.
8:50
It looks like a pig.
8:52
And then the bill is 70 to 80% of the room.
8:55
It looks like that top one where it's like an abstract piece of art, you know, it's
8:58
just random triangles, random, random squares and circles.
9:04
that don't make any sense and you know it just looks like abstract art.
9:07
And the point is that I just explained everything as detailed as possible, as
9:12
simple as possible.
9:14
Everyone heard the exact same thing yet everybody interprets it a little bit
9:18
different.
9:18
And so sometimes you end up with the result that you wanted and but oftentimes
9:22
you end up with these abstract interpretations of what was intended.
9:27
And that happens with your communication as well.
9:29
You know you think that you are communicating that you offer
9:32
treatment for adults and treatment for children or that your logo is crystal
9:37
clear that it communicates that we're from this part of town or we represent this
9:43
vibe or this brand.
9:45
And people interpret it completely wrong no matter how dummy proof you try to make
9:49
it.
9:50
I like using the example that Steve Jobs used.
9:53
When he was releasing the iPod, he didn't talk about it's got 500 megabytes of
9:58
storage, it lasts.
10:00
12 hours, it does all this, it has a touch screen.
10:02
He didn't talk about any of that.
10:03
What he said to market the iPod was, it's a thousand songs in your pocket.
10:09
It's so simple.
10:10
It's a thousand songs in your pocket.
10:12
It's a concept that everyone can wrap their head around.
10:14
You don't need to know the details.
10:16
And so I'm encouraging all of you, when you're doing your logos or you're
10:19
communicating or you have your taglines, it needs to be a lot more simple and
10:25
thoroughly explained than...
10:27
than you realize because everyone's gonna interpret it a little bit different.
10:31
So don't just assume that everyone gets it.
10:33
Yeah, I think that's a really great point and a really good exercise to illustrate
10:37
that.
10:41
I imagine.
10:42
you're listening to this, I recommend that you get your staff together and play this
10:44
little game.
10:45
I can send you this photo if you want.
10:47
Uh, just make sure that nobody sees it in advance and then do it with the team and
10:49
they'll start to get it that.
10:51
You know, you think you're communicating crystal clear, but you're not.
10:54
Yeah.
10:56
So the other question is, do you really need a brand deck?
10:58
What I recommend that you do is you put everything on the table, so go to your
11:01
office, grab every piece of paper, every envelope, business card, the gifts that
11:07
you're giving at starts, or the gifts that you're giving at devants, or the start
11:11
folder with all the other useful information.
11:14
Put it all on the table, all next to each other, and look to see, are the colors
11:19
matching?
11:20
Are the logos matching?
11:22
Are they the right proportions?
11:24
how many fonts are we using here?
11:25
We should only have one or two fonts.
11:27
And what happens when I go into offices and we do this is the visual I'm showing
11:31
right now is Silver Lake Orthodontics.
11:33
Now they are incredible practice.
11:35
They've cleaned this up.
11:36
They are crushing it right now.
11:38
But we did this exercise about 18 months after they opened.
11:42
And after 18 months, they were already varying off course.
11:44
You can see that there's about a dozen different shades of teal here because they
11:47
weren't using a brand deck and they didn't have the color code.
11:50
So they were just going, I don't know, teal.
11:52
And then with the logo, you can see sometimes it's white, sometimes it's teal,
11:56
sometimes it's black.
11:57
There's no consistency there.
11:59
And then when it came to fonts, when I was walking around the office, I think there
12:02
was like over maybe like 15 different fonts that they were using.
12:06
They were just kind of like winging it for different social media pieces or different
12:09
marketing flyers.
12:12
And so it was very clear that they needed a brand deck that explained every little
12:16
detail of how to create assets for them.
12:19
And I recommend that every office that you all do this, and really just kind of
12:22
second guess yourself if you're doing it correctly.
12:26
And obviously the whole point is you wanna be recognizable the same way Starbucks is
12:30
recognizable from two miles away.
12:31
Like you can't read that sign, but you can kind of see that green awning and you know
12:35
that's a Starbucks, you know, a mile down the road.
12:38
And we want everyone to be able to recognize your brand as well, but it won't
12:41
happen if you're not consistent.
12:46
So a good example of a brand refresh here.
12:49
So Urban Orthodontics, they're in New Jersey.
12:52
And this is actually one of my earlier clients from about five years ago.
12:56
And Leanne was explaining to me that, you know, this office is really, really fun.
13:01
They play hip hop music in the clinic.
13:04
The doctors wear Yeezys.
13:09
The staff is really diverse.
13:10
The community is really diverse and it's very fast paced.
13:13
And just music is heavily influenced in this office.
13:15
But then when I cut there and I looked at their brand, it did not look like New
13:19
Jersey.
13:20
It did not look urban or diverse.
13:22
It looked like it was from middle America.
13:25
Right?
13:26
Yeah.
13:27
They're like urban.
13:28
I'm like, what does urban and horse have to do together?
13:31
Like they don't relate.
13:32
It really did look like the Indianapolis Colts, you know, logo and branding.
13:37
So it just didn't make sense.
13:39
Basically the brand didn't match the vibe.
13:40
If you only saw the brand and then you walked in there, it would be not what you
13:44
expected at all.
13:46
So we hired an agency called Humanity, but you can use any agency you want.
13:54
And what we did is we immediately redid their colors.
13:57
So you wanna have your CMYK colors.
13:59
And so you're not just gonna say, my color is blue and orange and gray.
14:04
What you're gonna say is, it's blue and the Pantone color is this, the CMYK color
14:09
is this, and the RGB color is this.
14:11
And just to make it really simple, CMYK color codes.
14:15
That is for anything with print or anything with ink that you can actually
14:19
touch and feel.
14:20
And then RGB color codes is for your computer screen and they're totally
14:25
different.
14:25
If you've ever taken a photo, pulled it off the internet and printed it, you
14:28
probably noticed that the skin tone on the person that you printed, the skin tone is
14:32
like all like really orange or red, really wonky and the colors don't match up.
14:36
That's because you're trying to print something that's an RGB rather than trying
14:39
to print something that's coded for ink on a printer.
14:44
In this brand deck, you're also going to have your fonts.
14:48
So oftentimes there's two different fonts.
14:50
You can get away with one as long as there's a lot of variation to it, like
14:53
different thicknesses and scale.
14:56
But oftentimes brands will have two different fonts that play well together.
15:01
Your texture layers.
15:02
So if you're going to have texture layers to give your designs a little bit more
15:06
movement, a little bit more rhythm, it's good to have those texture layers planned
15:10
out.
15:10
You want to have your brand values.
15:12
So what do you stand for?
15:13
What's important to you as far as what we're communicating?
15:17
What's that vibe that we want people to get?
15:19
And then also what's the voice?
15:20
Do you want your office to come across as, you know, progressive, intelligent,
15:25
scientific, you know, or do you want it to come across as like wholesome and
15:31
authentic, or maybe you want to be funny and you want to be, you know, charismatic
15:35
and witty with all your communications, kind of like Dollar Shave Club.
15:40
Thanks for watching!
15:40
You just have to decide that and then put that into the deck.
15:43
So that way you can hand this off to someone else later.
15:46
Finally here you see, go ahead.
15:48
I was going to ask with that brand voice and those values, is that something that
15:53
the team should kind of sit and work on before they turn their kind of wish list
15:58
over to the marketing agency and the designer?
16:03
Yeah, that's something that you, so you're going to have a series of conference calls
16:06
with the designer or with the agency and they should be asking you those questions
16:10
and if they don't make sure you bring it up then, uh, because not, not all of them
16:14
do it, but the more progressive ones like humanity, neon canvas, hip creative, they
16:20
all know what's up.
16:20
They, they, they compete at this high level.
16:23
Um, and they'll, they'll walk you through that process.
16:26
Land of Yawg is another good one.
16:30
Um,
16:31
So what I'm showing now is sort of the after logo.
16:34
You can see here that this logo really does feel like urban orthodontics.
16:39
Within the logo, you can see the silhouette of a skyscraper, which really
16:43
just screams urban.
16:44
It has like a rough texture to it.
16:48
It feels more like what you would expect based on the experience.
16:52
And once you have the brand deck, and that's just a sample by the way, there's a
16:54
lot of other stuff that can go into it, but once you have the...
16:58
the brand deck, then you can give that to anybody.
17:00
You can give it to a designer in Europe or in Asia, and they can design flyers for
17:05
you or websites or business cards, whatever you want, and it'll look like
17:10
your brand.
17:13
So here I'm showing some business cards, some envelopes, and the letterhead, and
17:17
you'll even see in the letterhead that texture layer in the background of the
17:21
letterhead.
17:21
It's really subtle, but it's important to have that.
17:25
on all of their brand elements because they're urban and they're heavily inspired
17:28
by music.
17:29
And so they want to have that movement rhythm to everything that they do.
17:35
Then you can also create your social media templates.
17:36
So if you're going to have a social media post that is design heavy, you know, what
17:41
are those design elements look like?
17:44
Almost post and then your website, you know, this is actually an example here
17:47
where they gave that brand deck to a third party and built them.
17:51
This is pretty basic website, but they were able to design it perfectly on brands
17:58
just by having that brand deck.
18:00
And then here you can see the before and after where basically went from
18:03
Indianapolis Colts to urban orthodontics that feels like premium, but urban
18:09
orthodontics, it's pretty cool.
18:14
But again, like I said before, like the design process though, like that logo did
18:18
not look like that on the first attempt, right?
18:20
There was probably like a dozen different iterations of that logo before we got to
18:24
this point.
18:24
And so you need to have that expectation.
18:26
Do not get mad at the designers, do not get mad at the agencies and do not call me
18:32
after the first round complaining that it's not what you wanted.
18:36
I told you it's not going to be what you wanted.
18:40
Um, if you want to start playing around with them, um, and really test yourself,
18:44
like, are you good at commune?
18:46
That's a real question.
18:46
Are you good at communicating what you want?
18:49
What you can do is download this app called Arvin and it's an AI app.
18:53
Um, I think it was like 40 bucks for the year and it'll design logos for you.
18:57
You tell it what type of logo that you want, and then you give it all the
19:00
instructions and the descriptions of what you want and let's see if you're good at
19:04
communicating, because if the AI can't figure it out, then it's not really.
19:09
You know, the issue may not be the designer or the AI, the issue might be
19:12
your communication skills.
19:13
Do you even know what you want?
19:15
And if you don't know what you want, that's fine.
19:18
You just need to communicate that with the designers as well.
19:20
And they'll sort of help you navigate that.
19:22
And they'll try a bunch of different things.
19:24
And then you'll find a direction that you want to go down.
19:25
And then you just go down that rabbit hole with them.
19:30
Another thing with logos is I really recommend that you make them simple and
19:35
intuitive to understand.
19:38
What I'm showing now is an example from one of my buddies.
19:41
So I consult for a lot of businesses outside of orthodontics as well.
19:44
And one of my buddies is starting a vending machine business that's going to
19:47
sell like premium gourmet meals, like ready-made meals in these vending
19:52
machines.
19:53
And he wants to call it foodie stash.
19:56
And he kept trying to get too creative with the logo.
19:59
icon where at first it looked like, I think he said it was supposed to look like
20:04
a vending machine, but to me it looks like a jukebox or something with a bite taken
20:08
out of it and then a leaf growing off of it and it makes no sense.
20:12
You're like, what?
20:14
That makes no sense.
20:15
And then the next one looks like Mario blocks or something.
20:19
yeah, exactly.
20:20
And then the other one looks like a piece of cake on its side with a bite taken out.
20:27
Mm-hmm.
20:29
to understand what it is from a hundred yards away and it should be intuitive.
20:36
And so on the right side, you see the more intuitive one where yeah, it's a basic
20:40
simple couple circles that implies a plate and then a silhouette of a fork within the
20:45
logo for Foodie Stache.
20:47
And it's, you see that, you get it right away.
20:50
No questions.
20:53
It's kind of the argument that you don't have to be literal all the time in terms
20:58
of literally showing exactly what your product is in your logo.
21:04
Yeah, you're like, it's a vending machine.
21:05
You're like, cool.
21:06
Like, it doesn't look like it, but cool.
21:11
So I recommend that all of you really ask yourself, do you really understand your
21:15
own brands?
21:16
And does the community see the practice the same way you do?
21:19
Just like earlier when I had you draw the pig and I was communicating as clear as I
21:24
possibly could.
21:25
And yet the majority of people out there probably heard me completely wrong, even
21:29
though I thought it was crystal clear.
21:31
Ask yourself, does the community see the practice the same way you do?
21:35
And then make sure you're crystal clear on what is the message.
21:38
or the vibe that you're trying to project out into the community.
21:41
You've got to question that.
21:48
Do you have any best practices for practices in terms of maybe getting a
21:54
little focus group of patients or community members?
21:57
Like should they, I'm guessing staff isn't always the people to go to ask like what's
22:02
your impression of us in the community?
22:05
Yeah, I like that idea a lot actually.
22:06
Yeah, sometimes it's not good to ask the staff because they're too close to it.
22:14
And when you ask them the question, their responses are gonna be what they think you
22:20
want to hear, not the honest truth.
22:24
So if you have a couple of super fans, some parents or some patients that adore
22:29
you and have a great relationship with, maybe like have it on a...
22:32
a questionnaire either on a clipboard or on a Google form and just let them fill it
22:37
out and do not influence them at all.
22:40
Just give them the raw questions.
22:42
Don't explain why or how or anything.
22:45
Just don't influence them.
22:46
Let them answer it and see what they come up with.
22:49
Maybe do that with, you know, try to aim for 20.
22:52
You know, if you're doing it with patients, you have plenty to work with.
22:56
So try to aim for 20 pieces of feedback there.
23:01
I like that idea.
23:02
Good job, Allison.
23:06
So the next bit is Fiverr.
23:07
So most everyone has heard of Fiverr at least one time or they've already used it
23:13
before, but it's usually used, people aren't using it the way they should be.
23:19
They're graphic designers and video editors and photo editors all over the
23:24
world and they all go on Fiverr, or not all of them, but a lot of them go on
23:29
Fiverr and...
23:30
they'll put it out there where it's five bucks, five bucks and beyond, and they'll
23:35
design a flyer for you.
23:37
They'll design a logo or a magazine cover.
23:41
When this company first started, it was about $5, and you can still find that, but
23:46
oftentimes now, they're a little bit closer to 15, $20 to hire them to do
23:52
something.
23:52
And what I recommend that you do is rather than paying your staff member, a lot of
23:57
you have your TC's or your office managers.
24:00
doing designing your flyers and managing your social media.
24:03
And you're paying them, let's say $25 an hour, $28 an hour.
24:08
And if they have to spend two or three hours on it and go back and forth and do
24:12
rough drafts and show the doctor and get approval and all that, you're spending,
24:16
you know, 75 to $100, maybe more in salary for them when you could actually just go
24:24
onto Fiverr and pay someone a flat fee of 10 bucks.
24:28
or 20 bucks and they'll design it for you.
24:30
And you get multiple iterations from them because these people, this is all they do.
24:33
This is their bread and butter all day, every day.
24:35
They just design.
24:36
And so they're fast and efficient.
24:38
What takes your staff member two to three hours to complete in total, it's gonna
24:43
take these guys like 15 minutes, because it's easy for them.
24:48
And so what I recommend that you do is, go ahead.
24:51
oh, I was gonna say, and you go to them with your brand assets.
24:54
So you already have your fonts, your colors, your textures decided on, and now
25:00
you're kind of at that next stage.
25:03
Yeah.
25:04
So I'm recommending that everybody do is budget $200.
25:08
It's a $200 investment.
25:09
It's not much.
25:10
Go on to Fiverr, pick 10 different designers that are all around 15 to $20 a
25:15
piece and give them all the exact same project.
25:17
Do not change anything.
25:18
Otherwise you're gonna mess it up and you're not gonna get the results that you
25:22
want.
25:22
So give 10 designers the same project.
25:25
You're gonna explain what you're wanting, the sizes, the dimensions.
25:28
You're gonna provide the colors, the fonts, the brand deck ideally.
25:32
and all the words that have to go on the flyer and give them all the same project.
25:36
And then two days later, you pick your favorite.
25:39
And then that's your designer now.
25:41
So maybe you, maybe you pick like two or three designers that you're like, man,
25:45
these are all really good, save their contact information.
25:48
And then now I want you to think of them as these are your graphic designers.
25:51
These are your employees.
25:52
They just happen to work remotely and you only pay them per project.
25:58
That's a really great tip.
25:59
you tell these designers, you say, hey, this is not a one and done.
26:03
I'm going to hire you a bunch in the future.
26:05
So save these logos, save this brand deck, save these fonts for the next time I send
26:10
you a project.
26:14
So I highly recommend everybody do that.
26:16
Um, it's going to make your life a whole lot easier.
26:19
If you try to go to your web designers to have them do it, some of them offer those
26:22
services, um, but oftentimes it's going to be a lot more expensive.
26:27
You know, I know humanity, if you want them to do a flyer for you, you know, it's
26:30
really good, but it's going to cost 350 bucks.
26:33
That's kind of like their standard fee.
26:35
Um, I'd rather just pay someone 20 bucks and give them a brand deck and it'll be
26:40
close enough or just as good.
26:45
All right, so the last couple of things are more about tips to make your lives a
26:48
little easier as you're designing stuff.
26:50
So team photos.
26:51
Um, I really recommend that everybody start.
26:54
Well, first I recommend everybody stop doing group team photos where you get all
26:59
your staff members together.
27:00
You go outside, you stand in front of a bush or a tree or whatever, that, or a
27:04
brick wall, like everybody does.
27:05
And you take this group photo and then literally six weeks later, somebody quits
27:10
or retires or you hire somebody new and you got to take the photos all over.
27:14
Again.
27:15
It's like, this doesn't make sense.
27:16
The average employee of an orthodontic office in America is only with you for 18
27:21
months.
27:21
Yes, some people are with you for 20 years and 30 years, and that's amazing.
27:26
But some people are only with you for two weeks or, you know, six months, but it's,
27:30
it's a 18 month turnaround on average in America for orthodontic employees.
27:34
And so what I recommend that you do knowing that is hire a really good studio
27:39
photographer, it cannot be a natural light photographer.
27:42
You have to find a studio photographer.
27:44
that knows how to use strobes.
27:45
And what you want to ask them to do is, you want them to do a composite team
27:52
photo.
27:53
And what they're gonna do is they're gonna shoot everybody on a white backdrop
27:56
individually by themselves, and then they're gonna Photoshop you together and
28:00
it's gonna look like a group photo.
28:01
And I promise you, if it's a good photographer, you won't know that
28:05
everybody was photographed individually.
28:07
It should look legit.
28:09
Okay.
28:10
And you see this all the time with the NFL and sports teams.
28:13
Like that's how everybody's always shot.
28:15
You don't do group photos.
28:16
It doesn't make any sense.
28:17
Just as long as you're shooting it on a white backdrop, that's blown out and the
28:21
photographer knows what they're doing.
28:22
You can composite them together and so much easier.
28:25
And now when somebody quits, you just click delete in Photoshop and they're gone
28:29
in one second, um, and then re-export the photo and there you go.
28:33
There's a new, there's your updated group photo.
28:35
You don't need to invite the photographer back out.
28:37
And if you hire somebody new, you just send that one employee to that
28:42
photographer studio by themselves.
28:43
They duplicate the style of photo, they Photoshop them in, and now you updated
28:47
your group photo.
28:48
It's so much easier and everyone needs to be doing this.
28:53
I mean, I think this might be the best takeaway.
28:56
So everybody listening, again, it's called a composite team photo.
29:03
And you need a studio photographer to be able to do this, not a natural light.
29:09
Um, okay.
29:10
So the next cool tools, um, artificial intelligence, everyone's always talking
29:14
about this now, um, I'm a huge nerd, so I do deep dives into this and I love it.
29:19
Um, but it is overwhelming for a lot of people.
29:21
And so to sort of calm everybody down and make it more digestible, um, there's two
29:26
websites I want you to be familiar with.
29:28
One of them is called future tools.io.
29:31
And the other one is futurepedia.io.
29:36
And.
29:37
These are aggregators of all the AI apps that are out there and websites that are
29:42
out there.
29:43
And so you just go in here, type in the search bar, you say text to video, or you
29:47
say photo enhancer or copywriter or whatever you want it to be, or no code
29:56
apps.
29:56
Like you can actually design your own apps now without needing to know any code.
30:01
You just tell it what you want and it makes the app for you.
30:05
And so anyways, these websites are gonna make it a whole lot easier for you to like
30:09
find everything that's on the market.
30:11
It'll show you the reviews, you can preview them before you actually buy them.
30:15
And it's just putting it all into one place because I know it's very
30:19
overwhelming right now.
30:22
Absolutely.
30:23
going to show you two apps that I really like and then we'll wrap it up.
30:27
So the first one is called Remini.
30:30
So Remini, I recommend that everybody download this right now.
30:33
I don't care who you are, download it.
30:34
Trust me, you're going to love it.
30:37
It's a photo enhancer.
30:38
So you can take these like low resolution crappy photos that you uploaded on
30:43
Facebook years ago that you don't have the original anymore.
30:46
So the only version you have is that low resolution crappy Facebook version.
30:50
And you put it into Remini and it enhances it.
30:53
and restores it and it all of a sudden now it becomes high resolution.
30:57
It's super detailed.
30:58
And what I'm showing on the screen here is one of our team members, Pam.
31:02
She sent me her updated headshot and wanted me to put it on the website, but
31:06
the resolution was so terrible.
31:08
So I ran it through Romini and now it looks like a professional, high grade,
31:12
beautiful headshot.
31:13
Um, I mean, it's pretty remarkable what it can do.
31:17
Yeah, it just makes everything crisper.
31:20
yeah, um, and it's super detailed.
31:24
Um, and a good example here is I actually did a photo shoot, um, years ago called
31:29
the Burnside hijacking where I literally hijacked the Burnside bridge in Portland,
31:33
Oregon, uh, where we forced the bridge to lift so that way a boat can go through,
31:37
but the city wouldn't let me do it.
31:39
So I ended up doing this technically illegally, um, and h- hiring my own, my
31:44
own yacht to like go down the river to force it to lift.
31:48
to be able to pull off this photo shoot.
31:49
It was really, really fun.
31:51
But I ended up getting my hard drive stolen like a few months later, like
31:56
somebody came into my photography studio, stole my bag and my bag had my computer in
32:01
it, but also had my backup hard drives in it.
32:04
And so I lost all the high resolution copies of these photos and I was pretty
32:09
devastated.
32:11
And then it wasn't until literally just last year that I found out about Ramini
32:14
and I was able to restore these photos.
32:16
As you can see here in this photo,
32:18
I'm showing, you know, you can kind of see it's a cool shoot, but when you zoom in on
32:24
it, it's just so degradated and you can't see any of the details.
32:29
And then all of a sudden I was able to restore it.
32:30
And now if you look at her eyes, look at her hair, look at her necklace, I mean,
32:34
it's so detailed now.
32:36
I have no idea how this artificial intelligence is figuring this out, but
32:39
it's pretty remarkable.
32:41
No, absolutely.
32:42
can also create new headshots.
32:44
So if you don't like the headshot that you have for your office, you can upload some
32:47
old photos of yourself and then it'll create these new headshots for you.
32:52
And they look legit.
32:52
I mean, it's really hard to believe that these are fake.
32:56
Interesting.
32:59
I'm not gonna lie, that's my buddy Phil, he's single, and I did that for him, so he
33:03
could use these for his dating apps.
33:04
He would kill me if he found out, I'm telling you guys this right now.
33:11
I also did it to mom.
33:12
in contact, we'll supply it.
33:15
Yeah, you can also do some sci-fi stuff where it'll create headshots of you, like
33:19
in like sci-fi environments or, you know, more abstract stuff.
33:23
It's pretty funny.
33:25
Um, and then the last.
33:26
Halloween or some kind of holiday thing for an office to play around with that.
33:31
Yeah.
33:31
a great idea.
33:32
Yeah.
33:33
That'd be really fun.
33:34
Um, all right.
33:35
And the very last app I'm going to show you is called caption.
33:38
Um, so I've been encouraging everybody to do videos.
33:41
So especially like SOS videos.
33:43
So that way you can have a YouTube channel with all your SOS videos on there.
33:46
So that way patients don't have to come in, um, for non things that aren't really
33:51
emergencies, you just send them that video and now they'll, they'll know how to clip
33:54
the wire or deal with a bracket.
33:57
That's loose.
33:58
So here what you do is you can set up your ring light ideally and then your iPhone
34:03
and then just and then just read a script that is you know to the right or to the
34:09
left of the iPhone and people don't like doing that because your eyes aren't at the
34:13
camera.
34:14
So but now you can actually just go ahead and read the script and then this app
34:18
called Caption will actually move your eyeballs.
34:19
It uses artificial intelligence to move your eyeballs and direct them at the
34:23
camera and it looks very natural and now it looks like a much more professional
34:27
video.
34:28
So yeah, set up your scripts, put it right next to the phone, read it, and then use
34:32
this app, and now you're looking directly at the camera, and it's pretty cool.
34:36
It's a little creepy, I'm not gonna lie, it's creepy.
34:38
I kind of intrigued.
34:43
Yeah.
34:44
Well, Tony, thank you so much.
34:46
I really appreciate that you kind of not only went through what you need for your
34:50
brand assets and how to create that, but then all these tools that are out there
34:55
that you are readily available, whether it's hiring someone to do some of your
34:59
collateral or fixing things yourself.
35:03
And honestly, that photographer trip, I think.
35:07
That is a big one because I know personally, you know, I constantly am on
35:11
practices websites and you know, and I'm like, I know that person left or, you
35:17
know, or I that's not the same amount of people in the bios as there are at the
35:21
top.
35:22
So definitely, I think that's a really great tip.
35:25
But if people have any questions or want to follow up with you, how should they get
35:29
in contact?
35:31
Yeah, then go to panicheteam.com and check us out.
35:36
You can follow us on Instagram and Facebook as well.
35:38
And if you wanna follow me on Instagram and all my crazy adventures and hear more
35:43
about the survival games, I'm producing a TV show right now.
35:46
That's a survival TV show.
35:48
You can find me at Panichi Tony on Instagram.
35:52
All right, excellent.
35:53
Well, thank you again for being with us.
35:55
It's always a pleasure.
35:56
my pleasure.
35:58
Thanks for having me.
35:59
Bye.