Brand Copy
Michelle Allen Brand Copy
Michelle Allen is a dental assistant and entrepreneur who realized early on in her career that…there’s a lot they don’t teach you in school. After years of making mistakes, learning, growing, and absolutely excelling in her work, Michelle decided she wanted to share everything she’d learned with dental assistants just starting out in their careers, so she created a series of online courses. First, I helped her come up with a name for her program: Polished. Then, I wrote her brand story in a way that would meet other young dental assistants exactly where they were and walk them through Michelle’s journey in a way that encouraged them and inspired them to enroll in Polished.
Here's what I wrote:
BRAND STORY
From the outside looking in, the path to becoming a dental assistant is a straightforward one, already clearly paved for those who wish to follow it.
Attend school. Pass the exam. Get your Certification. Find a dental office that’s hiring, and get a job. Simple, right?
Not quite.
As a dental assistant, you’re an advocate for your patients. The person they spend the most time with; Who sets the tone to make sure they feel safe and comfortable. You’re also your doctor’s right hand. You play a critical role in helping people live healthier lives.
And while your education lays an incredible foundation for the nuts and bolts, the textbooks and exams only scratch the surface.
How do you find the right environment to work in – an office that reflects your core values? How can you make sure you’re always two steps ahead of the doctor? How do you give proper care and compassion to each and every patient? And how do you take X-Rays under the rubber dam?
Polished.
Whether you just passed your exam, or have been working with patients for 10 years, A-School will empower you with the knowledge and confidence to become an indispensable assistant to your doctor, create seamless patient experiences, and forge your own new path to the career of your dreams.
I believe there is always something new you can learn as a dental assistant; You can always grow. When you’re ready to take that next step towards fulfillment and success as a dental assistant, A-School has your back.
MARKETING VOICE NOTES
Uplifting; Inspiring; Empowering
Positive; Upbeat
Friendly; Approachable
Classy; Polished
Fun; Energetic; Fresh
FOUNDER BIO / CAREER STORY
Are you eager to make a difference in peoples’ lives as a dental assistant, but not feeling as confident or prepared as you thought you’d be?
I get it — because I’ve been there.
I’m Michelle Allen, dental assistant, mentor, and clinical team lead. And after over a decade in the profession, here’s the biggest lesson I’ve learned: There’s always more to learn.
I moved to Charlotte in 2008 to complete the North Carolina Dental Assistant Training School program, and promptly earned my certification as a DA-1. I couldn’t wait for someone to give me a chance to prove myself in the dental industry. But, as a DA-1, I quickly realized that this would take a little longer than I’d hoped for; most offices were hunting for DA-2 assistants who had that extra training.
After posting my resume on several career sites and playing the waiting game for a period of time, I got a call from a dentist who was starting her own practice and was looking for an assistant. “This is it!” I thought. I couldn’t have been more excited — or more nervous.
I thought I’d learned everything I needed to know in school. But this doctor had a particular and perfectionistic way about doing everything, and taught me her way, from the ground up. Years later, we’re still each other’s right hand; and I wouldn’t have it any other way. But it wasn’t always easy.
If I took an X-Ray that wasn’t perfect, she’d have me redo it. If I tried to take an X-Ray on someone with a bad gag reflex, she’d challenge me to figure out how to take a proper X-Ray while still making sure the patient was comfortable. (Needless to say, I can take a perfect X-Ray now, gag reflex or not.)
There were also hard times in the office; At one point, our front office team and second assistant put in notice at the same time, and I had to take on office duties, while handling clinical duties such as assisting, sterilization, and setting up rooms. It was a challenging time in my career, but instead of giving up, I pushed through, and am now duly trained and accept challenges willingly.
I learned to get out of my comfort zone and pushed myself to be the best that I can be for the practice, and most importantly, for our patients. I went from being so nervous on my way to work each day that I didn’t think I could possibly make it through without a mistake, to being so confident and prepared in my role that I mentor and train every new DA that comes into our office.
I’ve also never had to ask for a raise, because I bring irreplaceable value to my doctors. I’ve learned how I can best support them, and I continue to grow with the practice.
It all started with getting out of my own way. And that’s what I want for you.
I want to share knowledge from my own experiences to help you become the best assistant you can be. So that YOU bring irreplaceable value to your doctors.
Don’t get me wrong — It won’t always be easy. But it will be worth it. And what you put INTO it is what you’ll get OUT of it. There’s no limit to how fulfilling and successful your career as a dental assistant can be. You might just need a little extra knowledge and confidence to get you there.
If you’re ready to do the work, then let’s get started.
Ready for your own curiosity, strategy, and obsession?
Whether you need a brand voice, manifesto, full website copy, social content, or maybe a tagline for one of those banners planes fly over busy beaches, I’ll help you tell your story in a way that connects you with your audience, and keeps you top of mind and close to heart.
