Dr Jesse Green was my guest on Episode #12: The Recovery Paradox and after we concluded that particular episode we kept talking and eventually moved onto the subject of branding and his favourite band ACDC and what he believes made ACDC one of the biggest bands in the world.
I asked Jesse if he minded if I pushed record and fortunately he said yes because we have captured some absolute gems in regards to branding, brand personality, living up to your brand and how he uses ACDC in his business to connect with his clients.
Authenticity is Critical
Branding, when done right, creates an emotional response whenever you see that brand, which is why you must always tell the truth.
If your brand tells the truth you never have to think about your story.
Living Up to The Image
Whatever image your brand puts out to the world it has to be one that you can easily live up to.
Never make out that you’re perfect when you’re not. Be honest about your successes and also your failures.
If your brand was a person who would it be?
Dr Jesse Green is in partnership with his wife and admits that if his dental business was a person it would be Audrey Hepburn.
His consulting business, however, has a different brand personality, but in a lot of cases, your brand is going to be an extension of the owners’ personality.
ACDC has been on brand for 40 years, which is why they have been so successful. If they suddenly started dancing on stage, like a boy band it would just be wrong.
It’s About Connection
Dr Jesse Green openly admits being a mad ACDC fan and if he can he will play their music in his dental business and also at his Practice Max events.
Connecting with people, patients, clients and customers is about being real and being human.
Naysayers
Don’t give criticism too much weight and always ask yourself if their comments are valid.
Never get hung up on, or try and make changes based on the opinion of one or two people. Instead, listen to the hundred who talk positively.
Final Piece of Advice
Focus on the fundamentals and understand what drives your business forward. It’s all about managing your TIME, ENERGY and PRIORITIES.
To learn more, check out Dr Jesse Green’s Website and tune into his weekly podcast show The Savvy Dentist.
If you have any question please feel free to email me directly at
My latest book It’s No Secret There’s Money In Small Business is now available from all online booksellers, and if you live in Australia it can be ordered from most bookstores, but if you’re not sure you can download the first 16 Pages for FREE.