Jessica Lai and Jamison Ruscoe are two young physiotherapists who have been best friends since the end of their undergraduate degrees. Both have an elite athletic background and are currently studying Masters Degrees, in Sports and Musculoskeletal physiotherapy respectively. And if that is not enough, together they just purchased a practice in the Northern suburbs of Perth.
Although they have unique skills and experience in sports and performance arts, they chose to name their new practice by it’s location, the Indian Ocean-side suburb of Iluka. Hence the birth of Iluka Physio.
For a suburban practice it is a terrific strategy to use your location as your business name. It reinforces that the business is local too. Customers have a marked preference for making purchases from services in their vicinity because it’s close, convenient, and supports people just like them.
More importantly, Jessica and Jamison specifically chose the short and punchy “Physio” over the traditional “Physiotherapy” because it was an exact match to their new website’s domain name www.iluka.physio. Consistency is vital for branding and the .physio domain extension provides them the opportunity for a single identity, whether it be their company name, website domain, email address or social media handles.
No matter what method of communication, the message is always Iluka Physio
The absence of the traditional .com or .com.au extension for their website address may require occasional explanation but it also helps them stand out, be more memorable and reinforces their contemporariness. The .physio domain extension is only available to members of the physiotherapy and physical therapy community so it also engenders trust from Internet users who visit their site or receive their emails.
Once their brand name was chosen, the partners sought the help of a Brand Designer to build the business’s brand identity. Rather than the cliche image of an active person in their logo they chose a plant to show growth and nurturing. Cementing their localness the Banksia flower is endemic to the region and highly resilient, just like the clients they see. And whilst Banksia flowers are often red, pink, orange and yellow or combinations, they chose the monochromatic soft green to match the minimalism of the practice.
Jessica and Jamison may have just begun their journey into private practice and whilst success is not guaranteed, they are doing everything right with their communications, making it simple to be found and remembered.
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