Is 2026 the year to supercharge your marketing?

More than any other year, 2025 has been the most challenging for marketing agencies worldwide. AI has moved from a radical concept to a conventional tool that people quickly become comfortable with and reliant upon. Its influence on digital marketing has been significant and requires a steep and concentrated learning curve. Our team has worked closely with the technology throughout the year. While we learn new things as it evolves, we have a solid understanding of managing and maximising its impact.

With so much conversation about AI and marketing firms scrambling to stay ahead of it, it was no surprise that many vet practices took a watch and wait position, parking their marketing plans for this year. Those that did push ahead to create a brand or refresh their identity are now taking a dominant position in their local markets. One thing is certain: AI is moving fast, and all businesses, not just vet practices, that adopt AI as part of the broader marketing strategy take an edge, particularly in local markets.

While there is a measure of urgency in updating your online presence to ensure you are GEO ready, for many vet practices, the run-up to Christmas is hectic, and time is a precious commodity in short supply. The same applies to us at Specialist Vet Marketing, and our new client calendar is booked out until February 2026. However, we urge prospective clients to book a consultation early in the new year. In the meantime, you can start thinking about a few things in the lead-up, which we will dive into when we meet.

In our initial discussions, we will define your brand identity. This foundational pillar sets the tone for your ongoing digital marketing. It is critically essential for vet practices that operate in local markets. The goal is instant recognition, and it involves more than a logo. Our team will unpack your values and pinpoint what you want your reputation to look and feel like.
By identifying your brand early in the piece, a website build or refresh and ongoing collaterals, such as content marketing, brochures, even uniforms and imagery, reflect how your practice is perceived, and perception is a powerful tool.

It can feel like marketing lingo, but there is a method to a brand identity. It needs to penetrate and have longevity, so it should not be taken lightly. We will discuss these components with you, such as:

• Visual identity. This includes a logo, colour palette, and typography. These professional elements are consistent across all your customer-facing triggers and include everything from signage on your counter to brochures, business cards, and digital messaging such as social media posts. We develop guidelines that act as the brand bible and ensure consistency across all marketing activities.
• Voice and tone. An underestimated but essential part of any brand recognition. What you say and how you say it can determine your success in attracting new clients to your vet practice. We work with you to establish your brand voice. Is it warm and friendly, calming and reassuring, professional and clinical? Again, the key is consistency across your marketing activities, and it must reflect your values and your personality. A human must write your content, and authenticity is paramount.
• Your unique positioning (USP or UVP). It is a marketing acronym, but should not be ignored. Unearthing what sets you apart from your competition, such as specialisations, advanced expertise, exotic pets, additional services, community initiatives, etc, drives your content. As a rule, we do not market against existing clients. If you have a competitor in your area who is already a client of ours, we will advise you to seek another agency; however, if this is not the case, our role is to communicate who you are, what you do, why you do it and why you’re the preferred practice in your location.
• Photography and graphics. This is an exciting part of the design process, and most of our clients are heavily invested in the project. Imagery speaks to potential customers on a highly emotional level. Images and illustrations (graphics) must be consistent, resonate with your overall brand identity, and be “on-brand”. Our team develops a library of images from professional photo shoots as part of the brand guidelines and creates visual triggers that reflect your brand identity. We value collaboration, and you are part of the decision-making process.
• The living elements. Your clinic’s culture and client experience significantly contribute to your brand identity. We refer to them as the living elements. They emanate from subtleties like how your team interacts with clients and patients, the feel of your waiting room, and the follow-up care. These living elements shape your reputation and how your clients talk about you to their friends and family. For example, if your clinic promotes professional and compassionate care, every interaction with clients must deliver on this promise. Cultural alignment is compelling. It will work equally hard for you as it will against you.

We would love to schedule a discovery meeting in the new year. 2025 has seen a significant shift in digital marketing, and these shifts will continue to evolve and more likely accelerate over the coming 12 months. AI will influence how the public searches and researches services in their local area, and clinics and practices that adapt and seek professional assistance will get ahead of those that don’t.

As we open our books for 2026, I hope this summary helps you prepare for an exciting and, in many cases, mandatory rediscovery of your marketing strategy for 2026.