The Business of Practice: Creating a Brand Identity 

In this episode of The Business of Practice podcast, Rachel Liepman, DVM, MS, DACVIM (LAIM), talked about her experience creating a brand identity for her practice, EquIMed Equine Veterinary Services, in Carefree, Arizona.  

Liepman said having a strong brand identity has helped her attract the right clients to her practice who share her values and appreciate her services. When first creating her brand identity, she asked herself: What do I want my practice to look like? What do I want it to feel like? What is my why? What do I really value?  

Answering those questions helped Liepman create her tagline, “Where Compassion Meets Quality.” Liepman said she also had fun creating a logo for her practice and a wrap for her truck.  

Liepman concluded by explaining how she navigated the uncertainty of starting a solo practice after spending many years as an associate in a large group practice. She shared advice for gaining the confidence to take such a big step and offered her help to others considering the same path. You can contact Liepman at drliep@gmail.com. 

About Dr. Rachel Liepman 

Rachel Liepman, DVM, MS, DACVIM (LAIM), grew up on the East Coast and in the Midwest, riding as a junior hunter/jumper in competitions across the Midwest and Florida. Her early exposure to the sport fostered a lifelong passion for horses, and she is still an avid equestrian, riding her jumper mare regularly today.  

Liepman attended Michigan State University for veterinary school, after which she completed an equine internship at BW Furlong and Associates in New Jersey, followed by a residency at The Ohio State University, earning a master’s degree and becoming a diplomate of the American College of Veterinary Internal Medicine. After working as an internist in a private practice hospital setting for nearly a decade, she decided to form her own practice. Her brand identity is illustrated by her tagline “Where Compassion Meets Quality,” reflecting her belief that exceptional veterinary care combines both skill and empathy.  

Liepman is passionate about educating and supporting the next generation of veterinarians. She has mentored many young veterinarians during her career and continues to do so through Decade One and Starting Gate, programs that support and educate early-career equine veterinarians. She served on the AAEP Commission for Equine Veterinary Sustainability’s Internship Subcommittee and currently serves on the Early Career Committee.  

When she isn’t working, Liepman enjoys hanging out with her husband and their two children or riding her beautiful mare.  

Related Reading

• Business Briefs: What’s Your Practice Brand Identity?
• Business Briefs: Tips for Effective Equine Practice Marketing
• Starting Your Own Equine Practice

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