‘No pain. No gain’ is probably not the slogan you would choose to convey your brand values. And while we’re at it, ‘If it’s not hurting, it’s not working’ or ‘Drill. Fill. Chill’ won’t encourage uptake of your services either.

Indeed, do dentists need slogans at all? After all, we’re serious professionals. We have the General Dental Council and Care Quality Commission to keep us in line and guarantee our services on behalf of the unsuspecting (or sometimes deeply suspicious) public. Is it time to kill off cheesy, cloying and catastrophic taglines? Are they too obviously a marketing ploy past their use by date?

Not so fast, I would argue. While your beautiful brand name might say who you are, it doesn’t necessarily sum up what you offer. Think about those clever brands that identify themselves with their title and then explain what you get for your money with their slogan. If I say, ‘Snap, Crackle and Pop’, what do you think of? Or, ‘Just do it?’. Or, ‘You either love it or you hate it’?

If you didn’t think of Rice Krispies cereal, Nike trainers and Marmite spread, then my point is lost on you. But if you did, then you know that sometimes a brand name is nothing without its slogan and that good taglines create great memory hooks for products and services.

‘Sore teeth? Dental relief.’ Maybe. Or, ‘Prevention, restoration, aftercare.’ Better. Or, ‘From shy to smiling.’ Best? Have fun. Dream, free associate and play with active, alluring words to describe the essence of your brand.

Make your slogan Concise, Clever and Catchy. (See what I did there?)

For all of us dentists and for our very patient patients who read what we write and need what we offer, I remain, writing for dentists, at your service.

P.S. For more exclusive writing wit and wisdom and a free copy of my e-booklet ‘WRITE YOUR OWN WEBSITE’ sent directly to your email address (which will not be shared or used for any other purpose), contact me:


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