My DPC Story BRAND VALUES CLARITY Worksheet

Crystal Clear Brand Values - A guided workbook from My DPC Story

Your brand is not your logo. It is what you stand for.

This workbook walks you through 20 questions that get you crystal clear on your values first, so the name, the website, the messaging, and the patients you attract all fall into place. Whether you are getting ready to open or already open and feeling fuzzy, you finish by naming your top three to five core values on a single page that becomes the filter for every future decision.

Most physicians try to build a brand from the outside in. They start with the logo, the colors, the practice name, the website template. Then they wonder why none of it feels like them, and why it is so hard to write a single sentence about who they are.

Brand does not start with how your practice looks. It starts with what you believe and what you refuse to compromise on. Get that part clear and everything downstream gets easier. The name. The messaging. The patients you attract. The team you build. The way you handle the hard days.

Crystal Clear Brand Values walks you through 20 questions that pull those answers out of you, one at a time, in plain language written for physicians running Direct Primary Care.

This is for you if you are getting ready to open. You have the clinical training. What you do not have yet is the language for what makes your practice different from the DPC down the road, or from the system you are leaving. You keep stalling on the name and the website because something deeper is not settled yet. This workbook settles it before you spend a dollar on design.

This is also for you if you are already open and something feels off. Your practice grew, and somewhere in the growing your brand got fuzzy. Your website says one thing, your patients experience another, and your posts do not sound like you anymore. You are attracting patients who are not quite your people. You have thought about redoing the whole thing but you do not know where to start. Start here. Clarify the foundation first, then rebuild on top of it.

Either way, you walk out the other side knowing exactly what your practice stands for, in words you can actually use.

Inside you will find 20 questions across four short parts, each one building on the last.

• Part 1 helps you reflect on your purpose, why you started, your mission, what makes you different, and how you want patients to feel the moment they interact with you.
• Part 2 helps you define your core values, the beliefs you want your practice to carry, the principles you will never compromise on, and the behaviors your practice rejects.
• Part 3 is where the work gets real, showing you how your values shape patient care, your messaging, your internal culture, and the people you choose to work with. Part 4 connects you to your audience, how you communicate those values, the patients they attract, the trust they build over time, and how you hold the line when your values get challenged.

You finish by naming your top three to five core values on a single page. That page becomes the filter you run every future decision through. The next time you are deciding whether to take on a partnership, write a hard email, redesign a page, or say no to something that does not fit, you reach for this. When your values are clear, those calls stop feeling like guesses.

You have set the foundation for your brand. Keep using these values as the guiding principles for every decision ahead, so your practice stays authentic and consistent in everything you do.

You've got this.

~Maryal