Collaboration Spotlight: Why Great Brands Start With Awareness, Not Marketing
A Course Spotlight on Brand Foundations: Defining Your DNA with Dr. Ricci
By Steph T., VP of Education
When most people hear the word “brand,” they think about logos, colors, websites, and social media.
Dr. Ricci sees it differently.
Beyond Marketing
In Brand Foundations: Defining Your DNA, she challenges practice owners to look beyond marketing and ask a much deeper question: What do you actually stand for?
Throughout the course, Dr. Ricci shares the philosophy that has shaped her own highly successful orthodontic practice—not by copying competitors or chasing trends, but by building a business rooted in clear values, intentional leadership, and a strong sense of purpose.
The course guides learners through defining their “why,” identifying meaningful core values, articulating a mission, and creating a brand that feels authentic rather than manufactured.
Living Your Brand
One of the most powerful themes running throughout the course is that brand isn’t something you create during a website redesign. It’s something you live every day.
From the way patients are treated, to hiring decisions, community involvement, office design, and even the smallest operational details, every choice either strengthens or weakens a brand.
From Values to Action
What makes this course particularly valuable is Dr. Ricci’s willingness to move beyond theory. She shares real examples from her own practice, demonstrating how values like excellence, education, connection, teamwork, and generosity influence day-to-day decisions and shape the patient experience.
The result is a practical framework for practice owners who want to build something distinctive—not by being louder than everyone else, but by being clearer.
Know Exactly Who You Are
Because as Dr. Ricci reminds us throughout the course, the strongest brands aren’t necessarily the biggest or the most visible.
They’re the ones that know exactly who they are.
Brand Foundations: Defining Your DNA is available now on GPS Premium.