Ep. 3 Futureproofing Your Agency with Dr. Sharla Aronson
In this episode of the Legacy Branding Podcast, Dr. Sharla Aronson, a biologic dentist and founder of Alive Dental (formerly Aronson Family Dental), shares her transformative journey from conventional to holistic dentistry.
Dr. Aronson dives into the strategic decision to rename and rebrand her practice to align with her long-term vision of creating a legacy brand that thrives beyond her. She discusses the impact of removing her personal name from the business to attract new associates, expand her reach, and set the stage for a future sale. Discover how thoughtful future-focused branding can redefine the direction of any business.
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Dr. Sharla Aronson is a biologic dentist and founder of Alive Dental, where she has transformed her practice from conventional to holistic dentistry.
Passionate about reshaping the dental experience, Dr. Aronson focuses on identifying the root causes of her patients' dental concerns, rather than merely treating symptoms.
By empowering her patients with knowledge and preventive strategies, she helps them achieve long-term oral and overall health.
Dr. Aronson's holistic approach integrates cutting-edge biologic techniques to support natural healing and wellness.
@alivedental
alive-dental.com -
00:00 Introduction to the Rebrand Journey
00:33 Welcome to the Legacy Branding Podcast
01:11 Meet Dr. Sharla Aronson
02:04 The Transition to Alive Dental
03:18 The Impact of Rebranding
04:19 Building a Legacy Brand
06:48 Empowering Patients and Team
08:47 Future Aspirations and Holistic Dentistry
10:30 Rebranding for Greater Impact
10:52 Advice for Healthcare Professionals on Rebranding
11:21 The Essence of Your Brand
12:06 Implementing Brand Values in Practice
16:20 Standing Out in a Generic Industry
18:51 Holistic Dentistry and Overall Health
20:22 Mindset Shift in Rebranding
22:17 Connecting with Alive Dental
23:20 Conclusion and Final Thoughts
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Sharla Aronson: For me, doing the rebrand was that final piece of stepping into the new identity of my practice. So, one of the main reasons I wanted to change the name is that Aronson Family Dental was my name associated with me, which felt like it was about me, and my practice isn't about me as the provider. My practice is about the type of care that we provide for our patients. So, as we went through Brand Camp, we really teased out what does that mean? And what is the feeling that we're trying to get to? So that the name represents what we do.
Laura Beauparlant: Welcome to the Legacy Branding Podcast. I'm your host, Laura Beauparlant, here to guide you through the journey of selling your business and creating value. And building a personal brand that leaves a lasting impact on the show, we'll explore real-life founder stories, expert insights, and actionable strategies to help you navigate the transition, avoid post-sale crisis, and create your impact-driven legacy brand. Whether you're thinking of selling, building to sell, or already on the other side, this podcast is your go-to resource for making your next evolution your best one yet. Let's dive in. Today, I am thrilled to welcome our amazing client, Dr. Sharla Aronson, to the podcast. She is a biological dentist and the founder of Alive Dental. Sharla has transformed her practice from conventional to holistic dentistry. She's passionate about identifying the root causes of dental issues and empowering her patients to achieve long-term health. Through the rebranding of her practice, Sharla has aligned Alive Dental with her vision of helping her patients glow from within by illuminating the unknown and enabling them to confidently take control of their oral health. Welcome to the show, Sharla.
Sharla Aronson: Thank you, Laura.
Laura Beauparlant: It was fun working with you on Alive Dental. I wanted to invite you back because I think you're a perfect example of someone building that legacy brand. I love the work that you do. I wanted to start by asking what really inspired you to transition your practice from Aronson Family Dental to Alive Dental, and how has the rebrand we had the pleasure of working with you on aligned with your vision for the future of the business?
Sharla Aronson: You mentioned in the intro, I had already transitioned my practice from conventional to holistic, which we talked about a lot during Brand Camp. It was something I felt compelled and passionate to change. I had been doing that for about five years when we did the rebrand. For me, doing the rebrand was that final piece of stepping into the new identity of my practice. One of the main reasons I wanted to change the name is that Aronson Family Dental was my name associated with me, which felt like it was about me, and my practice isn't about me as the provider. My practice is about the type of care that we provide for our patients. So, as we went through Brand Camp, we really teased out what does that mean? And what is the feeling that we're trying to get to? So that the name represents what we do.
Laura Beauparlant: Absolutely.
Sharla Aronson: I would say that another cool thing happened when I decided to fully step into holistic dentistry and Alive Dental. At that exact same time, it sort of brought in my associates. I remember signing up with you to do my rebrand. So, it was after Brand Camp, and I was like, "Okay, I'm just going to do it." And two hours later, I got my associate’s resume, and I didn't even know I still had my ad up.
Laura Beauparlant: I do remember.
Sharla Aronson: It was really a confirmation in a way that this new associate was already energetically attracted to this business.
Laura Beauparlant: I do because it was like confirmation in a way. Okay. This is actually already attracting new people, this new associate to this business. It helped to solidify that you're on the right track.
Sharla Aronson: Definitely. Yeah. Since then, we rebranded. I have an associate, and it is well-known now what my practice does, whereas before it was something I did quietly.
Laura Beauparlant: Yeah. The messaging shift, the name change, the rebrand, it gives you such a beautiful opportunity to get back out there into your community. You are a local brick-and-mortar business, not a virtual one. So, people come to you. Letting the community know what you do and how you're different was an important part of the process.
Sharla Aronson: Yes.
Laura Beauparlant: Yeah. And I know we talked about you also just removing your name because you didn't want it to be about you. But also, if one day you decide to sell your practice down the road, you've built the equity in this new name, and your last name doesn't have to go with the business.
Sharla Aronson: Exactly.
Laura Beauparlant: That's an important lesson for many entrepreneurs building a business, bringing in associates, building a team, or thinking of a future sale. Do I want my name to go with this business? Or do I want to build a name and build that equity now?
Sharla Aronson: Especially when you're in a professional environment or client services. I feel flattered when people say they want to see me because I'm Aronson, but I've also created an environment where I want them to get the same care regardless of whether they see me, my associate, or my hygienist. That is valuable because it means if I do sell it at some point, it's not, "Oh, we lost the namesake."
Laura Beauparlant: I experienced that. I don't know if you remember, but I changed from Laura K Design to Lab Creative eight years ago. I was shifting the business and what we did too, but I knew that I wanted my name off the business because when your name is on the business, everyone wants you. It was exactly what you said. I knew that for me to grow, I needed to have my name off the business so that it could be sellable one day and it would allow me to build a team that people would want to work with just as much as with me.
Sharla Aronson: Exactly. Yeah.
Laura Beauparlant: It's a powerful lesson for sure. How do you see Alive Dental contributing to your legacy? This is called the Legacy Branding Podcast. What is the hope for the impact you want to have on the field of holistic dentistry and dentistry in general?
Sharla Aronson: My hope is that we set an example of how things can be different. We didn't use the word "holistic" in the name because people have certain ideas about that word, good or bad. Practicing in a way that honors the mouth-body connection is critical to what I do. I want people who maybe aren't into holistic dentistry to think, "Oh my gosh, maybe that's how I want it." We talked about this a lot. I don't think people even know it exists. I want to help people know this type of practice exists, whether it's a dentist or a client. It's not about the dentistry; it's about the person. I think for a field that can be somewhat draining, this approach can bring passion back too. On the profession side, when we talked about what my brand stands for, I want to empower patients, my team, and my profession. It's about impact, right?
Laura Beauparlant: I love that. I remember we talked a long time ago about impacting your profession in biological dentistry and people not knowing about it. You are a location-based business. I remember we talked about you leveraging your personal brand to bring awareness to holistic dentistry, helping people know it exists and helping other dentists adopt this way of treating. Is that still something you're thinking of? Is that still aligned with the Sharla Aronson brand?
Sharla Aronson: It is. I'm starting to get the capacity to do it. I can't just be working in my practice. That was all I had capacity for until I brought someone else in. I haven't figured out exactly what that looks like or who I'm reaching. Am I educating other professionals or patients? There is a shift in medical care, and people are waking up. They don't want just a symptom approach; they want more prevention and root cause. I'm on the front of the wave. I don't know what it looks like, but I know that's part of my brand and my...
Laura Beauparlant: I love that. I think that's a lesson for so many entrepreneurs. It's easy to talk about working in your business and not having the capacity. The shifts you made and the investment in time, energy, and money to rebrand allowed you to bring in an associate. Now it frees up your time to follow the personal passion you have for impacting lives locally and having a greater impact on the industry and people's health.
Sharla Aronson: Exactly.
Laura Beauparlant: Love that. What advice would you give to other healthcare professionals looking to rebrand their practice to better align with their vision or long-term goals?
Sharla Aronson: I talk to people a lot about your Brand Camp. When people think about rebranding, they think it's colors, a logo, or a name change, which feels overwhelming. They think, "I want it to represent me, but I don't know what that means." Going through Brand Camp was cool because you started foundationally. We went through competitors, what you like, what you do different, the problems your clients have, and distilled it down to the essence of your brand. It wasn't just changing the name or logo; it was about everything behind it. I can't remember what you call it, but we walked out with our brand essence, brand position, and all...
Laura Beauparlant: The foundation of...
Sharla Aronson: I still use that all...
Laura Beauparlant: Yeah.
Sharla Aronson: I had an office meeting yesterday, and we went through it again. We go through it over and over, so as we're making decisions, we're staying aligned with our values.
Laura Beauparlant: That makes me so happy. I want to cry. It’s like a proud mama moment. You're using it the way it's intended, and anyone new on the team can go through it. It's easy for something to sit in a drawer, sit in a Dropbox folder, and never see the light of day again.
Sharla Aronson: Yeah, that brand foundation document is meant to come out frequently. You're supposed to look at it, review it with the team and anyone writing content. It helps you stay on track and reminds you what you're building. I'm so thrilled you pull it out frequently and share it with your team. You're a model client. Thank you, Sharla. Changing my practice from doing everything myself meant I needed it all written down. Now that I have another dentist and an office manager, I have to be able to hand it off without micromanaging. We went through values, and it's cool to hand off those bigger concepts.
Laura Beauparlant: And I think a lot of people believe that may sound kind of trite, but how your staff represents your business matters. How they're greeted, how they behave, represents your brand. By front loading that with your team, you're empowering them to know how to represent the brand and the business. It's not dictating how they act, but empowering them to understand the brand's values.
Sharla Aronson: Yes, and it's about the purpose and feeling for clients. I love having it. I didn't realize I would still be using it almost two years later.
Laura Beauparlant: I love that. People often ask how often they should update their brand. I always say your brand is living. It may evolve, but you have to keep it top of mind. Otherwise, you start straying off track.
Sharla Aronson: We see new dental offices all the time with the same generic branding. Alive Dental stands out because of our messaging and connection with individuals. For some people, it's about being gentle, but it's really about going above and beyond. Like on our Instagram, you won't see a bunch of teeth pictures. For us, it's about connecting with individuals. I want people to move on with their life without thinking about their dental issues.
Laura Beauparlant: Exactly. You need to stand out, and for your practice, it's the connection you create with your patients, helping them and making an impact.
Sharla Aronson: Absolutely.
Laura Beauparlant: It's interesting how much we learned about holistic dentistry from working with you. Most people don't realize the connection between oral health and overall health. Traditional dentistry often separates the mouth from the body, while holistic care looks at the whole person.
Sharla Aronson: Yes, it's about looking at the person holistically and understanding how different health issues are connected. Helping someone address their root health issues can change their life, and as a dentist, it’s rewarding to play a part in that journey.
Laura Beauparlant: What's it like for you, or what mindset shifts did you go through during the rebrand from conventional to holistic and the name change?
Sharla Aronson: The biggest mindset shift came with the rebrand. I started practicing holistically because I couldn’t continue with conventional methods, but I did it quietly. The rebrand was me fully stepping into it. Brand Camp gave me the space and time to think, reflect, and fully embrace this new identity for my practice.
Laura Beauparlant: Amazing. It’s empowering to take your thoughts and give them language so you can talk about them confidently. I love that you found your voice and are sharing your holistic approach. Now, for people who want to find you and learn more about Alive Dental, where should they go?
Sharla Aronson: They can find me on Instagram or Facebook at Alive Dental or visit our website Alive Dental.com. We post educational content, and right now, we’re discussing topics like fluoride.
Laura Beauparlant: Thank you so much for being a guest, Sharla. Thank you for trusting us with your brand and truly using it as intended. I wish you continued success in sharing your message and building your practice.
Sharla Aronson: Thanks so much, Laura. I really appreciate you.
Laura Beauparlant: Thanks for tuning in to the Legacy Branding Podcast. I hope today’s episode inspired and empowered you in your journey to building a meaningful brand. Please subscribe, leave a review, and share it with other founders who might benefit. If you’re ready for the next step, visit LabCreative.ca to learn more and book a call. Don’t forget to join us next time for more helpful conversations. I'm Laura Beauparlant.