How do I conduct a Brand Story Call?

Purpose

The insights we gather will be used internally to create or update their website copy, making sure the content aligns with their brand identity and values.

Scope

This SOP applies to anyone on the team conducting interviews aimed at developing a client’s brand story. The interviews focus on understanding the client's dental practice, services, values, and what makes them unique in the marketplace.

Roles and Responsibilities

• Interviewer(s):

  • Conduct the interview using the prepared questions.
  • Ensure a smooth conversation and gather detailed insights.
  • Take notes and be prepared to back up the AI-generated transcript if needed.

• Gemini AI (via Google Meet):

  • Automatically record audio and generate a transcript of the conversation.
  • Make sure that both audio and transcript are available for review after the interview.

• Content Lead:

  • Once the Brand Story Interview Document is created, the Content Lead will use it to revise or create website copy that reflects the client’s brand identity.

• Client:

  • Share insights about their practice, values, and what makes them stand out in the dental industry.
  • Help us understand their vision, goals, and patient care philosophy.

Pre-Interview Preparation

1. Review the Client’s Onboarding Form:

   • • Look over any basic information the client has already provided, like:

1. • • The doctor’s bio and fun facts.
     • Their top services and any unique offerings.
     • Any marketing materials or unique selling points (USPs) they’ve mentioned.
       
       

2. Research the Client’s Online Presence:

   • Check the client’s website and social media accounts (LinkedIn, Facebook, Instagram, etc.) to gather more information.
     
     
   • Look for details on the practice’s style, services, and any message they’re already communicating to their audience.

1. Prepare Personalized Questions:

   • Based on the information you’ve gathered, create a list of questions that dive deeper into the client’s values, experience, and how they see their brand.

1. • Some examples might include:
     
     • How their personal journey has shaped their dental practice.
     • What makes their services stand out.
     • What they want patients to feel when they visit.

1. Set Up the Interview:

   • Schedule the call using Google Calendar and confirm that Google Meet with Gemini AI is enabled to record and transcribe the conversation.
   • Double-check that the necessary people (client, stakeholders) will be on the call.

During the Interview

1. Introductions:

   • Start by briefly explaining the purpose of the interview—to learn about their brand story and how we can best represent it through their website.
   • Set a friendly, conversational tone to help the client feel comfortable and open up.

1. Using Google Meet and Gemini AI:

   • Make sure to enable the Gemini AI feature on Google Meet to automatically record the interview and generate a transcript.
   • Let the client know that this recording will help us capture their story accurately and will be kept for internal use.

1. Conduct the Interview:

   • Use the prepared interview questions (template below) to guide the conversation. Ask open-ended questions that allow the client to share detailed insights.
   • Encourage them to elaborate on key points and provide examples.
   • Take additional notes as a backup and in case there are any technical issues with the recording.

1. Wrap-Up:

   • At the end of the interview, check in with the client to ensure all relevant points have been covered.
   • Thank them for their time and input.

Post-Interview Process

1. Review and Finalize Notes:

   • After the interview, go through your notes and the transcript generated by Gemini AI. Make sure everything is clear and accurate.
   • If anything is unclear, reach out to the Onboarding Specialist for clarification if necessary.

1. Create the Brand Story Interview Document:

   • Use the notes and transcript to create a comprehensive Brand Story Interview Document.
   • Use ChatGPT or Claude to help summarize and organize the information into a structured format that’s easy to reference.

1. Upload the Interview Document:

   • Once the document is finalized, upload it to the client’s folder in the CS Shared Drive (Google Drive). This will be for internal use only.

1. Content Lead Review:

   • The Content Lead will access the Brand Story Interview Document and use it to either update existing website copy or create new content based on the client’s brand story.
   • The goal is to ensure the website copy is consistent with the brand’s identity and resonates with their target audience.

Brand Story Interview Template

Practice: 

Doctors:

Date: 

Here’s a quick reference for the types of questions to ask during the interview to gather the necessary information for building the client’s brand story.

1. Overall Practice Thesis & Philosophy

• Core Values:
  
  • What are the most important values that guide your practice every day?
  • How do these values show up in your interactions with patients and staff?

• Vision Statement:
  
  • How would you describe the long-term vision of your practice?

• Mission Statement:
  
  • Can you summarize the mission of your practice in a sentence or two? What is your primary purpose in serving patients?

• Treatment Philosophy:
  
  • How would you describe your overall approach to patient care and treatment?

2. Doctor Insights

• Doctor 1:
  
  • Educational Background:
    
    • What led you to pursue a career in dentistry, and how has your education shaped your practice?

• • Practice Background:
    
    • Can you share how you got started in this field and what has shaped your current practice?

• • Expertise/Focus:
    
    • Are there any specific areas of dentistry that you specialize in or particularly focus on? Why?

• • Why This Location:
    
    • What made you choose the location for your practice? How does this location tie into the type of patients you serve?

3. Practice Services

• Core Services:
  
  • Can you describe the core services you offer, and why these are important to your practice’s mission?

• Focused Services:
  
  • Are there any services you’d like to highlight more? Why do you think these are important to your patients?

• Unique Aspects:
  
  • What do you believe sets your services apart from others in the area? Can you provide any examples of how your services have impacted a patient's life?

4. Unique Selling Propositions (USPs)

• What are the top three things that differentiate your practice from others? (E.g., personalized care, advanced technology, convenient location, etc.)
• How do you communicate the value of these unique offerings to your patients? (This could include during consultations, marketing, or in patient conversations.)
• Why should patients choose your practice over others?

5. First Visit Experience

• What can a patient expect when they walk through your doors for the first time?
• How do you make sure that new patients feel comfortable, valued, and confident in your care?
• What steps do you take to make the first visit memorable for a patient?

6. Presenting Treatment Plans

• How do you approach explaining treatment plans to your patients, especially for complex procedures?
• What steps do you take to ensure that your patients feel confident in their decisions and fully understand the proposed treatments?

7. Target Patients & Ideal Demographics

• Current Patient Base:
  
  • Who are the patients you currently see most often? What are their primary needs and concerns?

• Ideal Patients:
  
  • Who would you consider your "ideal" patient, and what unique needs do they have that your practice is well-suited to meet?

• Desired Patient Demographics:
  
  • Are there any specific types of patients you would like to see more of (e.g., families, professionals, older adults)? Why?

• Connection & Comfort:
  
  • How do you connect with your patients, particularly those who may have anxiety or negative past experiences with dental care?

8. Patient Experience & Treatment Approach

• Patient Empowerment:
  
  • How do you empower your patients to be active participants in their treatment decisions? Can you provide an example of this in action?

• Balancing Clinical & Emotional Care:
  
  • How do you balance the clinical aspects of dentistry with addressing a patient’s emotional comfort during treatment?

9. Practice Philosophy & Community Engagement

• How would you describe the relationship you have with your patients? Do you view it as a partnership, long-term care, or educational?
• How does your practice engage with the local community, and how does that fit into your overall mission?

10. Closing Questions

• Patient Impact:
  
  • After a patient leaves your practice, what do you hope they remember most about their experience with you?

• Additional Insights:
  
  • Is there anything else you’d like to share about your practice, your mission, or your brand story that we haven’t touched on yet?