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Introducing the "Orthodontic Products Podcast", a journey into the dynamic realm of orthodontic innovations. Each episode dives into fresh research, transformative technologies, and the methodologies redefining the field. Expert interviews seamlessly blend with in-depth analyses, offering listeners a comprehensive look into the ever-evolving world of orthodontics. This isn't just a podcast—it's a portal to the future of orthodontic practices and breakthroughs.
Hello and welcome to the orthodontic
products podcast.
I'm your host, Alison Werner.
In this episode, we're gonna talk about
branding and the process that goes into
it.
And joining us to do that is Tony Peniche
from the orthodontic consulting firm,
Peniche & Associates.
Tony is director of innovation there and
works with orthodontic practices to help
them not only build their brands, but also
their larger marketing programs and to
develop innovative ways to build on their
success.
Tony, thanks for joining me again.
Thank you for having me.
So I'm actually going to turn most of this
conversation over to you.
And for those who are watching the video
version of this, Tony's going to share a
PowerPoint that kind of walks us through
that.
But for our audio listeners, he's also
going to just explain what's there.
So you can still get the same value out of
this whole process and everything.
But he's going to walk you through the
brand and design process for your
orthodontic practice.
And I think this will really be valuable
because the process of working with a
graphic designer
daunting, but you're here to walk them
through what to expect and how to make
sure they actually get everything they
need from the process so that it's not
contentious or hard or frustrating.
So I'm gonna turn it over to you and let
you talk to our listeners about this.
Yeah, absolutely.
So I'll go ahead and share my screen.
And here we go.
So this kind of came about because I've
worked with a lot of orthodontics around
the country and when they hire an agency
to redo their brand or design a graphic or
update their logo, there's a lot of
frustrations that happen.
You know, basically the first iteration
that they get, they're disappointed with.
And I have to remind them that, you know,
the first run that you get, you're not
going to like it.
It's called a rough draft and it might
take five, six, seven.
10 different rounds before you actually
get the logo or the design that you
actually want.
And you need to be okay with that and have
that expectation.
And it seems like it doesn't matter how
many times I say that and explain that to
clients.
It's like they forget as soon as they see
that first round of rough drafts.
And then they say that, you know, the
designer is terrible or that agency isn't
what they expected.
And I just want to remind you that it is
a, it is a design process.
So expect that.
So.
Yeah.
we go.
Um, the first question is, you know, do
you really need to, do you need to refresh
your logo?
And I would say if you haven't updated
your logo in 10 years, you probably need
to refresh it.
Uh, I would say 95% of logos out there
after about five years, they start to look
a little dated and you need to just
constantly be refreshing them.
Um, so what I would recommend is every
three years that you have the, the
evaluation and you talk about it with your
team and then every five years,
definitely.
probably gonna want to refresh it just a
little bit.
I mean, even the Nike Swoosh gets
refreshed every few years.
And a lot of people don't even realize
that, but yes, the Nike Swoosh even gets
refreshed every few years.
What I'm showing here is a video with
terrible audio.
Yeah, okay.
It's a video of the Taco Bell commercial,
or not, Taco Bell logo being updated, the
Starbucks logo being updated.
Now it's showing Pizza Hut.
Um, and you can see it's still on brand.
It still looks like the same company.
Um, it's just refreshed, you know, they're
updating the colors, the typeface, and,
you know, your fonts are one of those
things that really does look dated pretty
quickly.
Um, but as you go through this process,
remember that the first round that you
received, you may not like.
So now what I'm showing is a bunch of
examples of a, of a logo for a company
called Northern lights.
And you'll see just how dramatic and how
different they are.
And a client might see this first one and
think, this is terrible.
This looks like a, like a sci-fi movie,
um, or a horror movie.
This is not what I was going for.
And that's fine.
That's fine to say that and tell the
designers you don't like that.
They need that feedback.
They cannot read your mind.
Right.
And so you tell them what you don't like,
and then you get another round.
And then you tell them again, what you
don't like, but hopefully what you're
telling them is what you do.
Like maybe you start to see a little.
a little ember of something that is moving
in the right direction.
You say, okay, I like this element over
here and tell them to explore that
element.
And then as they continue to explore it,
all of a sudden it becomes something
totally different.
So in this first series of logos, you
know, there's like these like lines and
then all of a sudden they're playing with
light and sun and there's like chickens
and trees.
But by the time you get to the end, you're
really just seeing a cup of coffee with
lines coming out of it, almost like it's
shining.
And so you can kind of see how far it's
evolved and went.
but you have to communicate.
You can't go silent and just sit there
frustrated and kind of pissed off that you
don't like the logo, which is what we see
all the time.
Clients not communicating with the
designers.
Here's another one here where they took a
photo of a lion and they changed it into
one layer.
And I could imagine a client immediately
going, this is awful, what are you
thinking?
But not realizing that it's going to
evolve.
So the question isn't do you like this
logo?
The question is do you like this concept?
Do you like the idea of a lion?
Sitting and looking at him from the
profile from the side if you like that
concept Then we can continue to go down
this rabbit hole and see what we come up
with
Well, I think that's the thing to point
out that it's about the initial design is
the concept, then it's figuring out what
does that mean over the evolution.
And that's where that input comes in,
correct?
Absolutely, yeah.
And again, I mean, I tell clients this
constantly over and over and over again,
and then I still get that phone call and I
still get that email that they're just so
frustrated and they hate the designs that
designer came up with.
And I'm like, oh my gosh, like, is this
the first round?
I'm like, I told you, you're not gonna
like it.
Yeah, yeah.
So what I'd like to do now is actually
draw something.
So if you're at home listening to this
audio, I recommend that you pause this for
a second, go grab a piece of paper and a
pen and then hit play again.
Everyone else, grab a piece of paper, grab
a pen, and we're gonna draw something real
quick.
So Allison, are you gonna play along?
Yeah, I'll play along, I'm ready.
All right, so Allison doesn't know what
we're doing either.
So the first thing I want you to do is, on
your piece of paper, I want you to draw a
very large circle in the center of the
piece of paper.
All right, now off to the left side of
that circle.
I want you to draw a slightly, you know,
maybe like half the size, draw a circle
that overlaps the first circle off to the
left side.
a circle overlapping a circle.
Now within that smaller circle, I want you
to draw like a sideways oval towards the
base of that second circle.
So now you're just drawing an oval.
Now above that little oval, I want you to
draw two small circles right above it.
Alright, now remember the second circle
that we drew the second biggest one on the
top of that coming off of it.
I want you to draw two triangles.
Now, looking at the largest circle and the
first circle that you drew, hanging off
the bottom of it, I want you to draw four
little rectangles coming off the bottom of
it.
Alright.
And lastly, off to the right side of the
largest circle.
I want you to have like a little squiggly
line kind of coming out the side of it off
to the right.
Now, did you get a pig?
Yes.
I'll put my pig up.
I think it does.
So oftentimes, so this is really what we
see oftentimes is does yours look like the
bottom one over there?
Uh, my ears are a little it too far in.
They're not out to the side, but I would
say yes ish.
Oh, my legs are all at the bottom of the
big body.
Yeah, mine are like your bottom big one
there.
Yeah.
Yeah.
So, so I do this all the time in our
marketing course.
And what I'm illustrating here is that,
you know, let's say we have like a hundred
people in the room and we do this
exercise.
What happens is about 20 to 30% of the
people in the room nail it.
And it looks like that bottom one there.
It's like, okay, it's close enough.
It looks like a pig.
And then the bill is 70 to 80% of the
room.
It looks like that top one where it's like
an abstract piece of art, you know, it's
just random triangles, random, random
squares and circles.
that don't make any sense and you know it
just looks like abstract art.
And the point is that I just explained
everything as detailed as possible, as
simple as possible.
Everyone heard the exact same thing yet
everybody interprets it a little bit
different.
And so sometimes you end up with the
result that you wanted and but oftentimes
you end up with these abstract
interpretations of what was intended.
And that happens with your communication
as well.
You know you think that you are
communicating that you offer
treatment for adults and treatment for
children or that your logo is crystal
clear that it communicates that we're from
this part of town or we represent this
vibe or this brand.
And people interpret it completely wrong
no matter how dummy proof you try to make
it.
I like using the example that Steve Jobs
used.
When he was releasing the iPod, he didn't
talk about it's got 500 megabytes of
storage, it lasts.
12 hours, it does all this, it has a touch
screen.
He didn't talk about any of that.
What he said to market the iPod was, it's
a thousand songs in your pocket.
It's so simple.
It's a thousand songs in your pocket.
It's a concept that everyone can wrap
their head around.
You don't need to know the details.
And so I'm encouraging all of you, when
you're doing your logos or you're
communicating or you have your taglines,
it needs to be a lot more simple and
thoroughly explained than...
than you realize because everyone's gonna
interpret it a little bit different.
So don't just assume that everyone gets
it.
Yeah, I think that's a really great point
and a really good exercise to illustrate
that.
I imagine.
you're listening to this, I recommend that
you get your staff together and play this
little game.
I can send you this photo if you want.
Uh, just make sure that nobody sees it in
advance and then do it with the team and
they'll start to get it that.
You know, you think you're communicating
crystal clear, but you're not.
Yeah.
So the other question is, do you really
need a brand deck?
What I recommend that you do is you put
everything on the table, so go to your
office, grab every piece of paper, every
envelope, business card, the gifts that
you're giving at starts, or the gifts that
you're giving at devants, or the start
folder with all the other useful
information.
Put it all on the table, all next to each
other, and look to see, are the colors
matching?
Are the logos matching?
Are they the right proportions?
how many fonts are we using here?
We should only have one or two fonts.
And what happens when I go into offices
and we do this is the visual I'm showing
right now is Silver Lake Orthodontics.
Now they are incredible practice.
They've cleaned this up.
They are crushing it right now.
But we did this exercise about 18 months
after they opened.
And after 18 months, they were already
varying off course.
You can see that there's about a dozen
different shades of teal here because they
weren't using a brand deck and they didn't
have the color code.
So they were just going, I don't know,
teal.
And then with the logo, you can see
sometimes it's white, sometimes it's teal,
sometimes it's black.
There's no consistency there.
And then when it came to fonts, when I was
walking around the office, I think there
was like over maybe like 15 different
fonts that they were using.
They were just kind of like winging it for
different social media pieces or different
marketing flyers.
And so it was very clear that they needed
a brand deck that explained every little
detail of how to create assets for them.
And I recommend that every office that you
all do this, and really just kind of
second guess yourself if you're doing it
correctly.
And obviously the whole point is you wanna
be recognizable the same way Starbucks is
recognizable from two miles away.
Like you can't read that sign, but you can
kind of see that green awning and you know
that's a Starbucks, you know, a mile down
the road.
And we want everyone to be able to
recognize your brand as well, but it won't
happen if you're not consistent.
So a good example of a brand refresh here.
So Urban Orthodontics, they're in New
Jersey.
And this is actually one of my earlier
clients from about five years ago.
And Leanne was explaining to me that, you
know, this office is really, really fun.
They play hip hop music in the clinic.
The doctors wear Yeezys.
The staff is really diverse.
The community is really diverse and it's
very fast paced.
And just music is heavily influenced in
this office.
But then when I cut there and I looked at
their brand, it did not look like New
Jersey.
It did not look urban or diverse.
It looked like it was from middle America.
Right?
Yeah.
They're like urban.
I'm like, what does urban and horse have
to do together?
Like they don't relate.
It really did look like the Indianapolis
Colts, you know, logo and branding.
So it just didn't make sense.
Basically the brand didn't match the vibe.
If you only saw the brand and then you
walked in there, it would be not what you
expected at all.
So we hired an agency called Humanity, but
you can use any agency you want.
And what we did is we immediately redid
their colors.
So you wanna have your CMYK colors.
And so you're not just gonna say, my color
is blue and orange and gray.
What you're gonna say is, it's blue and
the Pantone color is this, the CMYK color
is this, and the RGB color is this.
And just to make it really simple, CMYK
color codes.
That is for anything with print or
anything with ink that you can actually
touch and feel.
And then RGB color codes is for your
computer screen and they're totally
different.
If you've ever taken a photo, pulled it
off the internet and printed it, you
probably noticed that the skin tone on the
person that you printed, the skin tone is
like all like really orange or red, really
wonky and the colors don't match up.
That's because you're trying to print
something that's an RGB rather than trying
to print something that's coded for ink on
a printer.
In this brand deck, you're also going to
have your fonts.
So oftentimes there's two different fonts.
You can get away with one as long as
there's a lot of variation to it, like
different thicknesses and scale.
But oftentimes brands will have two
different fonts that play well together.
Your texture layers.
So if you're going to have texture layers
to give your designs a little bit more
movement, a little bit more rhythm, it's
good to have those texture layers planned
out.
You want to have your brand values.
So what do you stand for?
What's important to you as far as what
we're communicating?
What's that vibe that we want people to
get?
And then also what's the voice?
Do you want your office to come across as,
you know, progressive, intelligent,
scientific, you know, or do you want it to
come across as like wholesome and
authentic, or maybe you want to be funny
and you want to be, you know, charismatic
and witty with all your communications,
kind of like Dollar Shave Club.
Thanks for watching!
You just have to decide that and then put
that into the deck.
So that way you can hand this off to
someone else later.
Finally here you see, go ahead.
I was going to ask with that brand voice
and those values, is that something that
the team should kind of sit and work on
before they turn their kind of wish list
over to the marketing agency and the
designer?
Yeah, that's something that you, so you're
going to have a series of conference calls
with the designer or with the agency and
they should be asking you those questions
and if they don't make sure you bring it
up then, uh, because not, not all of them
do it, but the more progressive ones like
humanity, neon canvas, hip creative, they
all know what's up.
They, they, they compete at this high
level.
Um, and they'll, they'll walk you through
that process.
Land of Yawg is another good one.
Um,
So what I'm showing now is sort of the
after logo.
You can see here that this logo really
does feel like urban orthodontics.
Within the logo, you can see the
silhouette of a skyscraper, which really
just screams urban.
It has like a rough texture to it.
It feels more like what you would expect
based on the experience.
And once you have the brand deck, and
that's just a sample by the way, there's a
lot of other stuff that can go into it,
but once you have the...
the brand deck, then you can give that to
anybody.
You can give it to a designer in Europe or
in Asia, and they can design flyers for
you or websites or business cards,
whatever you want, and it'll look like
your brand.
So here I'm showing some business cards,
some envelopes, and the letterhead, and
you'll even see in the letterhead that
texture layer in the background of the
letterhead.
It's really subtle, but it's important to
have that.
on all of their brand elements because
they're urban and they're heavily inspired
by music.
And so they want to have that movement
rhythm to everything that they do.
Then you can also create your social media
templates.
So if you're going to have a social media
post that is design heavy, you know, what
are those design elements look like?
Almost post and then your website, you
know, this is actually an example here
where they gave that brand deck to a third
party and built them.
This is pretty basic website, but they
were able to design it perfectly on brands
just by having that brand deck.
And then here you can see the before and
after where basically went from
Indianapolis Colts to urban orthodontics
that feels like premium, but urban
orthodontics, it's pretty cool.
But again, like I said before, like the
design process though, like that logo did
not look like that on the first attempt,
right?
There was probably like a dozen different
iterations of that logo before we got to
this point.
And so you need to have that expectation.
Do not get mad at the designers, do not
get mad at the agencies and do not call me
after the first round complaining that
it's not what you wanted.
I told you it's not going to be what you
wanted.
Um, if you want to start playing around
with them, um, and really test yourself,
like, are you good at commune?
That's a real question.
Are you good at communicating what you
want?
What you can do is download this app
called Arvin and it's an AI app.
Um, I think it was like 40 bucks for the
year and it'll design logos for you.
You tell it what type of logo that you
want, and then you give it all the
instructions and the descriptions of what
you want and let's see if you're good at
communicating, because if the AI can't
figure it out, then it's not really.
You know, the issue may not be the
designer or the AI, the issue might be
your communication skills.
Do you even know what you want?
And if you don't know what you want,
that's fine.
You just need to communicate that with the
designers as well.
And they'll sort of help you navigate
that.
And they'll try a bunch of different
things.
And then you'll find a direction that you
want to go down.
And then you just go down that rabbit hole
with them.
Another thing with logos is I really
recommend that you make them simple and
intuitive to understand.
What I'm showing now is an example from
one of my buddies.
So I consult for a lot of businesses
outside of orthodontics as well.
And one of my buddies is starting a
vending machine business that's going to
sell like premium gourmet meals, like
ready-made meals in these vending
machines.
And he wants to call it foodie stash.
And he kept trying to get too creative
with the logo.
icon where at first it looked like, I
think he said it was supposed to look like
a vending machine, but to me it looks like
a jukebox or something with a bite taken
out of it and then a leaf growing off of
it and it makes no sense.
You're like, what?
That makes no sense.
And then the next one looks like Mario
blocks or something.
yeah, exactly.
And then the other one looks like a piece
of cake on its side with a bite taken out.
Mm-hmm.
to understand what it is from a hundred
yards away and it should be intuitive.
And so on the right side, you see the more
intuitive one where yeah, it's a basic
simple couple circles that implies a plate
and then a silhouette of a fork within the
logo for Foodie Stache.
And it's, you see that, you get it right
away.
No questions.
It's kind of the argument that you don't
have to be literal all the time in terms
of literally showing exactly what your
product is in your logo.
Yeah, you're like, it's a vending machine.
You're like, cool.
Like, it doesn't look like it, but cool.
So I recommend that all of you really ask
yourself, do you really understand your
own brands?
And does the community see the practice
the same way you do?
Just like earlier when I had you draw the
pig and I was communicating as clear as I
possibly could.
And yet the majority of people out there
probably heard me completely wrong, even
though I thought it was crystal clear.
Ask yourself, does the community see the
practice the same way you do?
And then make sure you're crystal clear on
what is the message.
or the vibe that you're trying to project
out into the community.
You've got to question that.
Do you have any best practices for
practices in terms of maybe getting a
little focus group of patients or
community members?
Like should they, I'm guessing staff isn't
always the people to go to ask like what's
your impression of us in the community?
Yeah, I like that idea a lot actually.
Yeah, sometimes it's not good to ask the
staff because they're too close to it.
And when you ask them the question, their
responses are gonna be what they think you
want to hear, not the honest truth.
So if you have a couple of super fans,
some parents or some patients that adore
you and have a great relationship with,
maybe like have it on a...
a questionnaire either on a clipboard or
on a Google form and just let them fill it
out and do not influence them at all.
Just give them the raw questions.
Don't explain why or how or anything.
Just don't influence them.
Let them answer it and see what they come
up with.
Maybe do that with, you know, try to aim
for 20.
You know, if you're doing it with
patients, you have plenty to work with.
So try to aim for 20 pieces of feedback
there.
I like that idea.
Good job, Allison.
So the next bit is Fiverr.
So most everyone has heard of Fiverr at
least one time or they've already used it
before, but it's usually used, people
aren't using it the way they should be.
They're graphic designers and video
editors and photo editors all over the
world and they all go on Fiverr, or not
all of them, but a lot of them go on
Fiverr and...
they'll put it out there where it's five
bucks, five bucks and beyond, and they'll
design a flyer for you.
They'll design a logo or a magazine cover.
When this company first started, it was
about $5, and you can still find that, but
oftentimes now, they're a little bit
closer to 15, $20 to hire them to do
something.
And what I recommend that you do is rather
than paying your staff member, a lot of
you have your TC's or your office
managers.
doing designing your flyers and managing
your social media.
And you're paying them, let's say $25 an
hour, $28 an hour.
And if they have to spend two or three
hours on it and go back and forth and do
rough drafts and show the doctor and get
approval and all that, you're spending,
you know, 75 to $100, maybe more in salary
for them when you could actually just go
onto Fiverr and pay someone a flat fee of
10 bucks.
or 20 bucks and they'll design it for you.
And you get multiple iterations from them
because these people, this is all they do.
This is their bread and butter all day,
every day.
They just design.
And so they're fast and efficient.
What takes your staff member two to three
hours to complete in total, it's gonna
take these guys like 15 minutes, because
it's easy for them.
And so what I recommend that you do is, go
ahead.
oh, I was gonna say, and you go to them
with your brand assets.
So you already have your fonts, your
colors, your textures decided on, and now
you're kind of at that next stage.
Yeah.
So I'm recommending that everybody do is
budget $200.
It's a $200 investment.
It's not much.
Go on to Fiverr, pick 10 different
designers that are all around 15 to $20 a
piece and give them all the exact same
project.
Do not change anything.
Otherwise you're gonna mess it up and
you're not gonna get the results that you
want.
So give 10 designers the same project.
You're gonna explain what you're wanting,
the sizes, the dimensions.
You're gonna provide the colors, the
fonts, the brand deck ideally.
and all the words that have to go on the
flyer and give them all the same project.
And then two days later, you pick your
favorite.
And then that's your designer now.
So maybe you, maybe you pick like two or
three designers that you're like, man,
these are all really good, save their
contact information.
And then now I want you to think of them
as these are your graphic designers.
These are your employees.
They just happen to work remotely and you
only pay them per project.
That's a really great tip.
you tell these designers, you say, hey,
this is not a one and done.
I'm going to hire you a bunch in the
future.
So save these logos, save this brand deck,
save these fonts for the next time I send
you a project.
So I highly recommend everybody do that.
Um, it's going to make your life a whole
lot easier.
If you try to go to your web designers to
have them do it, some of them offer those
services, um, but oftentimes it's going to
be a lot more expensive.
You know, I know humanity, if you want
them to do a flyer for you, you know, it's
really good, but it's going to cost 350
bucks.
That's kind of like their standard fee.
Um, I'd rather just pay someone 20 bucks
and give them a brand deck and it'll be
close enough or just as good.
All right, so the last couple of things
are more about tips to make your lives a
little easier as you're designing stuff.
So team photos.
Um, I really recommend that everybody
start.
Well, first I recommend everybody stop
doing group team photos where you get all
your staff members together.
You go outside, you stand in front of a
bush or a tree or whatever, that, or a
brick wall, like everybody does.
And you take this group photo and then
literally six weeks later, somebody quits
or retires or you hire somebody new and
you got to take the photos all over.
Again.
It's like, this doesn't make sense.
The average employee of an orthodontic
office in America is only with you for 18
months.
Yes, some people are with you for 20 years
and 30 years, and that's amazing.
But some people are only with you for two
weeks or, you know, six months, but it's,
it's a 18 month turnaround on average in
America for orthodontic employees.
And so what I recommend that you do
knowing that is hire a really good studio
photographer, it cannot be a natural light
photographer.
You have to find a studio photographer.
that knows how to use strobes.
And what you want to ask them to do is,
you want them to do a composite team
photo.
And what they're gonna do is they're gonna
shoot everybody on a white backdrop
individually by themselves, and then
they're gonna Photoshop you together and
it's gonna look like a group photo.
And I promise you, if it's a good
photographer, you won't know that
everybody was photographed individually.
It should look legit.
Okay.
And you see this all the time with the NFL
and sports teams.
Like that's how everybody's always shot.
You don't do group photos.
It doesn't make any sense.
Just as long as you're shooting it on a
white backdrop, that's blown out and the
photographer knows what they're doing.
You can composite them together and so
much easier.
And now when somebody quits, you just
click delete in Photoshop and they're gone
in one second, um, and then re-export the
photo and there you go.
There's a new, there's your updated group
photo.
You don't need to invite the photographer
back out.
And if you hire somebody new, you just
send that one employee to that
photographer studio by themselves.
They duplicate the style of photo, they
Photoshop them in, and now you updated
your group photo.
It's so much easier and everyone needs to
be doing this.
I mean, I think this might be the best
takeaway.
So everybody listening, again, it's called
a composite team photo.
And you need a studio photographer to be
able to do this, not a natural light.
Um, okay.
So the next cool tools, um, artificial
intelligence, everyone's always talking
about this now, um, I'm a huge nerd, so I
do deep dives into this and I love it.
Um, but it is overwhelming for a lot of
people.
And so to sort of calm everybody down and
make it more digestible, um, there's two
websites I want you to be familiar with.
One of them is called future tools.io.
And the other one is futurepedia.io.
And.
These are aggregators of all the AI apps
that are out there and websites that are
out there.
And so you just go in here, type in the
search bar, you say text to video, or you
say photo enhancer or copywriter or
whatever you want it to be, or no code
apps.
Like you can actually design your own apps
now without needing to know any code.
You just tell it what you want and it
makes the app for you.
And so anyways, these websites are gonna
make it a whole lot easier for you to like
find everything that's on the market.
It'll show you the reviews, you can
preview them before you actually buy them.
And it's just putting it all into one
place because I know it's very
overwhelming right now.
Absolutely.
going to show you two apps that I really
like and then we'll wrap it up.
So the first one is called Remini.
So Remini, I recommend that everybody
download this right now.
I don't care who you are, download it.
Trust me, you're going to love it.
It's a photo enhancer.
So you can take these like low resolution
crappy photos that you uploaded on
Facebook years ago that you don't have the
original anymore.
So the only version you have is that low
resolution crappy Facebook version.
And you put it into Remini and it enhances
it.
and restores it and it all of a sudden now
it becomes high resolution.
It's super detailed.
And what I'm showing on the screen here is
one of our team members, Pam.
She sent me her updated headshot and
wanted me to put it on the website, but
the resolution was so terrible.
So I ran it through Romini and now it
looks like a professional, high grade,
beautiful headshot.
Um, I mean, it's pretty remarkable what it
can do.
Yeah, it just makes everything crisper.
yeah, um, and it's super detailed.
Um, and a good example here is I actually
did a photo shoot, um, years ago called
the Burnside hijacking where I literally
hijacked the Burnside bridge in Portland,
Oregon, uh, where we forced the bridge to
lift so that way a boat can go through,
but the city wouldn't let me do it.
So I ended up doing this technically
illegally, um, and h- hiring my own, my
own yacht to like go down the river to
force it to lift.
to be able to pull off this photo shoot.
It was really, really fun.
But I ended up getting my hard drive
stolen like a few months later, like
somebody came into my photography studio,
stole my bag and my bag had my computer in
it, but also had my backup hard drives in
it.
And so I lost all the high resolution
copies of these photos and I was pretty
devastated.
And then it wasn't until literally just
last year that I found out about Ramini
and I was able to restore these photos.
As you can see here in this photo,
I'm showing, you know, you can kind of see
it's a cool shoot, but when you zoom in on
it, it's just so degradated and you can't
see any of the details.
And then all of a sudden I was able to
restore it.
And now if you look at her eyes, look at
her hair, look at her necklace, I mean,
it's so detailed now.
I have no idea how this artificial
intelligence is figuring this out, but
it's pretty remarkable.
No, absolutely.
can also create new headshots.
So if you don't like the headshot that you
have for your office, you can upload some
old photos of yourself and then it'll
create these new headshots for you.
And they look legit.
I mean, it's really hard to believe that
these are fake.
Interesting.
I'm not gonna lie, that's my buddy Phil,
he's single, and I did that for him, so he
could use these for his dating apps.
He would kill me if he found out, I'm
telling you guys this right now.
I also did it to mom.
in contact, we'll supply it.
Yeah, you can also do some sci-fi stuff
where it'll create headshots of you, like
in like sci-fi environments or, you know,
more abstract stuff.
It's pretty funny.
Um, and then the last.
Halloween or some kind of holiday thing
for an office to play around with that.
Yeah.
a great idea.
Yeah.
That'd be really fun.
Um, all right.
And the very last app I'm going to show
you is called caption.
Um, so I've been encouraging everybody to
do videos.
So especially like SOS videos.
So that way you can have a YouTube channel
with all your SOS videos on there.
So that way patients don't have to come
in, um, for non things that aren't really
emergencies, you just send them that video
and now they'll, they'll know how to clip
the wire or deal with a bracket.
That's loose.
So here what you do is you can set up your
ring light ideally and then your iPhone
and then just and then just read a script
that is you know to the right or to the
left of the iPhone and people don't like
doing that because your eyes aren't at the
camera.
So but now you can actually just go ahead
and read the script and then this app
called Caption will actually move your
eyeballs.
It uses artificial intelligence to move
your eyeballs and direct them at the
camera and it looks very natural and now
it looks like a much more professional
video.
So yeah, set up your scripts, put it right
next to the phone, read it, and then use
this app, and now you're looking directly
at the camera, and it's pretty cool.
It's a little creepy, I'm not gonna lie,
it's creepy.
I kind of intrigued.
Yeah.
Well, Tony, thank you so much.
I really appreciate that you kind of not
only went through what you need for your
brand assets and how to create that, but
then all these tools that are out there
that you are readily available, whether
it's hiring someone to do some of your
collateral or fixing things yourself.
And honestly, that photographer trip, I
think.
That is a big one because I know
personally, you know, I constantly am on
practices websites and you know, and I'm
like, I know that person left or, you
know, or I that's not the same amount of
people in the bios as there are at the
top.
So definitely, I think that's a really
great tip.
But if people have any questions or want
to follow up with you, how should they get
in contact?
Yeah, then go to panicheteam.com and check
us out.
You can follow us on Instagram and
Facebook as well.
And if you wanna follow me on Instagram
and all my crazy adventures and hear more
about the survival games, I'm producing a
TV show right now.
That's a survival TV show.
You can find me at Panichi Tony on
Instagram.
All right, excellent.
Well, thank you again for being with us.
It's always a pleasure.
my pleasure.
Thanks for having me.
Bye.