Branding your unique flavor

I don't know what's up with dentists these days, but I've certainly found a lot of good marketing advice from their circles. (Although who am I to talk?! What's a librarian doing writing about marketing, after all? :-)). The most recent is a branding article called, BRANDING: How to keep your practice from being plain vanilla. It's actually quite an excellent piece. It gives some modern, and I'd argue accurate, definitions of branding, along with the rationale for why you should brand, how to develop your Unique Selling Proposition, and how do deliver on your promises. SWEET!