What is the CDA Brand?

The brand is everything that defines and distinguishes CDA – it is the experience
dentists, the public and other stakeholders have when they engage with the organization. Comprised of various elements similar to a personality – an image, a voice, attributes – they all combine to form a singular essence. Strong brands build an awareness of a company and its offerings in such a way that forges an emotional and deeper, lasting connection.

Simply, a brand is a promise. Inherent in CDA’s philosophy of evidence-based decision- making is thorough research to fully understand any issue, including defining the CDA brand. So, we did this type of discovery among all dentists, and learned a lot about what they think about CDA and what they expect from their association. This research is summed up in a brand position statement: CDA is a trusted source providing unique resources that empower members to excel through advocacy, protection, education, practice support and community.

CDA Brand Promise

It is important that we deliver on our brand promise and create an emotional, engaging connection every time we interact with our members. Our brand is an embodiment of the organization’s character – ethics, professional behavior, purpose, vision – the way we treat each other and interact with our members. We are each pivotal to that. We are all ambassadors of the brand.

Our Voice

There’s a recurring theme to what dentists tell us. First, they appreciate CDA and think of the organization as a trusted resource. When they need information on regulation, business management, employment, dental benefit plans, new products, clinical procedures, technology or whatnot, they turn to CDA and know that we’ve done the research and are recommending an apt solution.

Second, dentists tell us they don’t have a lot of spare time. So, our mantra is simplicity, as in uncomplicated, direct and thereby easily understood.

Simple is power.
Simple creates impact.
Simple leads to action.
Simple is still intelligent.
Simple is just simply clear.

How We Sound (in other words, do we speak the same way every time?)

Yes and no. It depends on how we’re communicating, who we’re communicating with, and what we are communicating about. The key is to be as consistent as possible and keep the audience in mind.

For example, the Foundation has distinct communication needs when soliciting donors or when fulfilling program requirements. But regardless of the type of communication, the Foundation is always about compassion and caring – either caring for or about people. The human mind responds to stories about people and triggers a need to help, nurture and be part of a community.

Ads, brochures, eblasts, direct mail: These are competing for the reader’s attention. They land in a pile of mail and a full inbox. They have to stand out. Grab attention. Recall the earlier description about making an emotional connection with the brand? That’s at the heart of these pieces. That means we can use contractions, if appropriate. A little humor,

if appropriate. And sometimes, incomplete sentences. It’s all about capturing the reader’s attention and moving them to action.
Advocacy, issues, policy papers or underwriting documents: As the topics are about regulations, legal, health, clinical and sometimes more serious issues, the voice should be more formal and always professional. As an example, it is a necessity that letters and documents from underwriting have an exacting tone, as this is required to protect TDIC from legal recourse. Therefore, these should be accurate, straightforward and factual.

Research: Research represents peer-to-peer communication and follows strict format guidelines. Content is evidence-based and presented in a scholarly fashion. For instance, it is common that scientific papers are specifically written in the passive voice, something we try to avoid in ads and brochures.
The Journal & Update: These publications must adhere to journalistic best practices and the AP Style Guide for grammar and punctuation.

CDA’s Brand Personality

A company’s personality is much like a person’s. It’s how customers, partners and employees perceive the brand.

Professional, but not stuffy.
Smart.
Friendly.
Trustworthy.
Knowledgeable.
Caring.
Real.
Helpful.
Authentic.
Transparent.

Who We Are is Driven by Why We’re Here

Everything we do, we do for dentists, the profession and their patients. We encourage the public to floss regularly, avoid sugary drinks, brush after every meal, even while at work. More importantly, we create resources, help the community, hold conventions, work with the state legislature and empower dentists to be the best they can be. Empowering dentists is why we exist – to help dentists excel in every aspect of dentistry – and it started long ago.

Our Brand Story

In the 1800s, the profession of dentistry was unregulated and few practitioners attended dental school. Anyone who wanted to call himself a dentist could, and many, including barbers and fish sellers, did. To change all that, on June 29, 1870, a small group of 23 dentists gathered to found what is today the California Dental Association.

Why organize? Despite the great strides being taken in areas of the profession, news
and techniques were slow to spread. Travel was limited and difficult. (Imagine that
the 51 miles from San Francisco to San Jose took nine hours by stagecoach.) Dentists needed a forum to exchange ideas and expertise; they wanted to regulate the profession
– and particularly, to eliminate those barbers and fish sellers from the dental field. By organizing, they were empowered to create that change, together. One of the first actions was to call for state regulation of the profession and to create a dental school where only those trained in the best practices of dentistry would be recognized as dentists.

Oh, and that line about empowering dentists. That illustrates the CDA brand promise in action. What was true then, remains true today.