Next time you arrange a team meeting, ask for the “brand standard” answer to the following questions:
•             there are plenty of practices in the area – what’s so special about yours?
•             tell me about your membership plan and why I should join?
•             your prices are higher than others in the area – why should I pay more to see you?
•             as a GDP, why should I refer work to you?
 
If my experience is anything to go by, you’ll be surprised and perhaps a little concerned that:
 
•             the answers are not readily available
•             they are not consistent
•             they are not effective
 
A training issue if ever I saw one…