More Than a Smile by Dr. Trevor Nichols and Alec Gallego

How branding shapes perception and results in orthodontics

by Dr. Trevor Nichols and Alec Gallego

• Post your core message visibly in team areas and patient spaces.
• Incorporate it into brochures, consultations and team training.
• Begin team meetings with one brand-alignment insight or win.

• Build a shared brand guide that encompasses fonts, logos, tone and photography.
• Make sure all vendors and staff follow these same guidelines.
• Conduct quarterly audits of social, print and in-office materials.

• Define non-negotiable service and clinical standards.
• Role-play patient scenarios to reinforce tone and delivery.
• Assign team leads to monitor consistency across the journey.

• Create a logo that maintains its strength across all platforms, including signage, digital and print.
• Select color palettes that align with the emotion you aim to evoke.
• Establish typography guidelines that are both legible and sophisticated.
• Create branded templates and photo guidelines that stay consistent.

1. Facial profile and lip volume: Orthopedic correction improves soft tissue support and airway function.
2. Alignment and contact: Teeth are straight, spaces closed—enhancing hygiene and confidence.
3. Smile width: A full smile supports cheeks and prevents facial collapse.
4. Smile arc: Teeth curve with the lips for a dynamic, youthful look.
5. Upper tooth position: Proper tooth display has minimal gum show.
6. Midlines: Upper and lower midlines align to facial symmetry.
7. Occlusion: Ideal function and protection from wear or TMJ issues.
8. Tooth shape and proportion: Balanced, youthful tooth forms that reflect light.
9. Gum display and shape: Sculpted gingival margins reveal the full tooth.
10. Tooth color: A bright, clean shade with no spots or discoloration.

• Use chairside visuals or tablets to walk through design principles in real time.
• Create digital handouts or cards summarizing their Nichols Smile Score.
• Train your team to narrate treatment beyond clinical terminology with confidence.
• Invite patients to share their smile story in their own words on social media or through a quick video.

1. Audit your brand. View your practice with fresh eyes: your signage, scent and onboarding process. Does it reflect what you want to be known for? Ask a friend, spouse or mystery shopper for a first-time impression. Review your website and social media. Are they aligned with your physical space?
2. Identify your unique value proposition. Define it in one compelling sentence. What can patients consistently expect from you that no one else provides in the same way? Use that statement in team meetings, on your homepage and during consultations. Create a simple brand guide that visually and verbally emphasizes this promise.
3. Outline the patient experience. Map out your entire patient journey from the first inquiry to the retainer handoff. For each stage, note what the patient sees, hears and feels. Assign a team member to oversee each moment. Develop scripts or service standards that ensure the brand appears consistently at every step.
4. Invest in premium products and systems. Your tools either support your brand promise or reinforce it. Train your team to explain why you use these tools, so patients understand what they’re investing in.
5. Educate your patients. Use tools like the Nichols Smile Score, printed visuals or before/after overlays to show patients what sets your design philosophy apart. Send them home with a one-page summary that explains their treatment in simple language. Empower them to share their results with others.
6. Do not budge. Build internal accountability. Define what “premium” means to your team, from finishes to phrasing. Role-play tricky scenarios. Audit one brand element each week. Consistency builds trust, and trust compounds.

Dr. Trevor Nichols attended Arizona State University, where he completed a bachelor’s degree in science and fitness and graduated as valedictorian. He then attended the Arizona School of Dentistry and Oral Health (ASDOH) for his doctoral training, where he served as class president. While there, he also completed a certificate in dental public health. After obtaining his DMD, Nichols completed his specialty training in orthodontics at ASDOH and earned a master’s degree while completing research on TMD. He has also received inaugural awards in clinical excellence and leadership. Nichols is involved in organized orthodontics and, as a lecturer, educates other orthodontists and residents in the creation of beautiful, healthy, life-lasting smiles.

Alec Gallego, MBA, is a brand, marketing and operations executive with a strong background in building and scaling businesses from scratch. He has helped launch and scale companies across various industries, leading brand strategy, go-to-market plans and operational systems for global startups and brands, including Crumbl. Gallego thrives at the intersection of identity and execution, turning bold ideas into campaigns, content and customer experiences that drive effective growth. His work spans tech, education, health care and hospitality, always grounded in clarity and momentum. Outside of work, he’s a proud husband to his wife and dad to three wild little boys.