How one business owner crafted a memorable and recognizable brand

For small businesses, creating a consistent and recognizable brand can bring your values and personality to life, helping you build trust and emotional connections, generate growth, and differentiate your business from competitors. 

We spoke with Dr. Myles Rowley, DVM, member of the Provide Advisory Network, about her journey building The Beach House Vet brand. Whether you're an aspiring owner or an experienced founder, her insights may challenge your thinking and inspire change in your brand strategy.

Q: What specific elements (such as colors, logos, and fonts) did you choose for your branding, and what inspired these choices?

A: I have been building this brand in my mind for many years. When it came time to put it all together, I worked with a graphic designer to bring our visual identity to life, starting with a logo and some Instagram templates.

I aimed for an upscale coastal theme with a unique color palette that would stand out, both in person and online. When we were in the Bahamas, I found a beautiful conch shell and fell in love with its pinks and corals against the beautiful blue water. I said to my husband, “Call me crazy, but I think I’m going with pink!” Then, I started looking for scrubs, and I found a beautiful soothing mauve tone – the perfect pink for the shutters on the building to make them pop – and a gorgeous calming blue color for the cabinets. These three things were the basis for the hospital design!

My initial logo was simple, but I wanted something more unique and fun that truly represented my brand and vision. So, I found an artist on Instagram who makes the most incredible custom-painted invitations and provided her with the detailed direction of my vision for the logo. She expertly brought my ideas to life with a custom logo for The Beach House Vet! The design showcases our beautiful building with pink shutters and a pink-and-white striped golf cart, inviting customers to “Pop in with your pet on the way home from the beach or your favorite local lunch spot!” It also features a yellow lab sitting in the golf cart to represent my dog, Jetty.

Q: What core values, mission, vision, or purpose did you want to communicate through your branding, and how did these shape the overall identity of the animal hospital?

A: Our brand is extremely representative of The Beach House Vet’s mission and values. Our mission statement is “The Beach House Vet will change the lives of people and their pets by providing exceptional care and unparalleled service in a place where everyone feels at home. Our hospital will make waves in our community through education and service, by forming lasting relationships, and by continuously striving to learn and grow to make the greatest impact on the lives of others.”

The building, décor, website, and logos give the impression that this is an upscale veterinary hospital that provides high-quality, high-touch care, which sets the tone for the type of care and service expected for their pets. And our social media content shares our passion, personalities, and personalized approach to care.

I think people love The Beach House Vet before they even step foot in it because of the branding. They love it even more when they experience it in person!

Q: Who is your target audience, and how did you tailor your branding efforts to resonate with pet owners and animal lovers in your community?

A: Our target audience is pet owners who seek a high standard of care and a personal relationship with their veterinarian. Many people would describe The Beach House Vet as having a “concierge” feel, but we currently do not charge a concierge fee. We take pride in the fact that we offer a spectrum-of-care approach and always offer several options, as many of our clients cannot afford gold-standard care in today’s world.

Communication is one of the most critical components of veterinary medicine, and our personal approach allows us to really connect with pet owners, understand their goals for their pets, and guide them in our treatment recommendations. I am very proud of the fact that every pet owner who walks into our hospital knows exactly what to expect, whether they found us on Google, Instagram, or Facebook. We’re not for everyone, and thanks to our branding, we are attracting the perfect clientele!

Q: How do you gather feedback on your branding from clients or stakeholders, and have you made any changes to your branding based on this feedback since opening?

A: We love feedback! We are always asking people what they love about The Beach House Vet and how we can improve! We also monitor Google reviews and analytics as well as Meta analytics.

So far, we have not made any changes, as the feedback has been nothing but positive!

Q: What sets your brand apart from competitors, and how do you communicate this differentiation to your customers?

A: Many of the local practices in my area are corporate practices with a high turnover rate. They have an impersonal, corporate feel, and their branding is reflective of that. The majority of the independently owned hospitals are well-established and not very focused on marketing or branding. The Beach House Vet sticks out like a sore thumb but in the best way possible!

Q: Why do you think a well-defined brand is important for small businesses, specifically animal hospitals?

A: I never understood the true value of branding until I was immersed in the startup process. In fact, I didn’t even understand that I was building a brand when I first started our Instagram account! Now, when people walk in the door and feel that they already know us and are so excited to be a part of The Beach House Vet family, I truly understand the significance!

A strong hospital brand sets expectations and attracts a particular demographic that aligns with the mission, values, and personality of the hospital. This allows for immediate connections, lasting relationships, and an ongoing source of referrals for years to come.

Q: Can you discuss your initial and ongoing investments in your brand over time, including social media, promotional materials, and other channels?

A: Initially, I invested around $1,000 towards my logos and website and worked with a graphic designer to help set up my brand kit in Canva. They designed a few templates and promotional materials to get me started for $500.

Ongoing, we have focused on organic content on Instagram and Facebook, spending a small amount on ads, about $100, on these platforms. I have considered advertising in a local publication but chose not to proceed at this time due to our continued growth.

I feel very fortunate to have created such a strong brand on a shoestring budget! One of these days, when my practice gets too busy, I will have to delegate social media marketing to someone who represents me and my personality well. That will be a sad day because I am having a lot of fun!

About Dr. Myles Rowley: Dr. Myles Rowley, a true Floridian, was born and raised in Tallahassee, Florida, and headed to the University of Florida against her Seminole upbringing. She met her husband at UF, and they chose to settle down in Tequesta, Florida, shortly after she graduated from veterinary school in 2012. Dr. Myles Rowley practiced at a wonderful hospital in Stuart, Florida, for 11 years before fulfilling her lifelong dream of building her own hospital.

She enjoys every aspect of veterinary medicine and feels that forming close relationships with pet owners is the key to keeping her patients happy and healthy. She thoroughly enjoys teaching and sharing her knowledge with her nursing team, pet parents, and community, and inspiring the next generation of little ones who are interested in veterinary medicine from a young age, just like her!

Dr. Rowley’s areas of interest include surgery, advanced dentistry, ultrasound, preventative medicine, and nutrition. She also believes that alternative modalities, such as acupuncture, herbs, and laser therapy, can complement traditional Western medicine for a variety of diseases, which motivated her to receive her Certificate of Veterinary Acupuncture from the Chi Institute in 2014.

Outside work, you can find her spending time with her husband and their three kids – Walker, Marley, and Meyer. She loves any time spent with family and friends, exercising, boating, the beach, and cheering on the Gators!