If your private label frames aren’t featured…
Private branding isn’t just frames. It’s positioning, perception, and profit — built into every patient interaction.
If your private-label frames aren’t featured on your website or social media, they don’t exist in your patient’s mind.
And when they don’t exist in the patient’s mind, they don’t sell.
“When we featured our private label on the website like a real collection, our frame margins improved — and patients stopped asking ‘what brands do you carry?’”
— What strong private branding changes
The Problem: Great Care. Weak Retail.
Most independent practices compete with chains and online sellers using the same designer inventory — and the same shrinking margins.
Private branding fixes that by giving you control over the product story, pricing power, and patient loyalty.
- Low capture rate is rarely “price.” It’s positioning.
- Designer labels build their brand — not yours.
- Patients remember the experience, not the logo on the temple.
The 3 Pillars of Private Branding
This playbook is built around three ideas that compound over time — in margin, loyalty, and perception.
Brand Control
You become the label. Patients connect the eyewear experience to your practice, not a name they saw online.
Margin Control
Factory-direct pricing improves profitability and gives you more room under managed care reimbursements.
Patient Retention
When patients love the product and remember the brand, they come back — and they refer.
Build a Brand Patients Remember
A private label without a strategy is just a name. With the right identity, it becomes a reason to buy in-house. Your logo should show up everywhere — temples, cases, cloths, bags, counter cards, and signage.
- Logo basics: clean, legible, and made for temples.
- Naming: choose simple, repeatable, confident.
- Consistency: cases, cloths, bags, and signage.
Your Website and Social Should Sell for You
Most practices treat marketing as an accessory. In retail, marketing is the engine.
- Show your private brand like a fashion collection.
- Use simple, repeatable posts — not essays.
- Make it easy to book, browse, and buy.
Examples That Make It Click
Real visuals your patients respond to — packaging, displays, lifestyle, and in-office cues.
Staff Language That Converts
Patients don’t reject eyewear — they reject uncertainty. Give your staff simple language that feels confident and natural.
- “This is our in-house collection — it’s what we’re known for.”
- “It’s priced to win under your benefits, without sacrificing quality.”
- “If you like it today, you’ll love it a year from now — because we can reorder it.”
Get the Full Playbook (PDF)
Want the complete manual with the full examples, scripts, and templates? We’ll email it to you — or you can view it instantly.