What a doctor's personal brand is made of

When doctors hear the phrase personal branding, many picture a logo and a colour palette. Those help, but they are the smallest part.

A doctor's brand is what a patient expects before they walk into the chamber. It is built from what the doctor chooses to talk about, how plainly they explain it, and whether the tone online matches the person in the room.

So the first questions I ask are simple. What do you want to be known for? Which patients are you trying to help? What do they misunderstand most often? The content plan follows from the answers.

A modest amount of useful content, published steadily in the same voice, does more for a reputation than an occasional burst of activity.