How Dr. Hamlin Built a Practice That Turns Heads

Not every dental office turns into a brand people remember, but Dr. Zaneta Hamlin wanted to be different. Dr. Hamlin didn’t just open a scratch-start dental practice. She built a brand. And she did it with strategy, creativity, and intention every step of the way. Cusp Dental Boutique stands out not just because of the care it delivers but because everything about it, from the wine tumblers to the towels, tells a story.

From Associate to Boutique Practice Owner

Dr. Hamlin started her journey as a second-generation dentist, attending Howard University (yes, the “real HU” as she proudly calls it). After nine years as an associate, she realized acquisition wasn’t the right fit and decided to build her dream practice from the ground up.

Her husband found the space. The vision was hers.

Now, Cusp Dental Boutique is more than a dental practice. It’s an experience, and it all started with a few intentional branding choices.

Branded with Meaning, Not Just Logos

Branding isn’t about slapping a tooth icon on a pen. For Dr. Hamlin, branding is about creating a feeling and crafting a story that extends beyond the practice walls.

She’s branded pens and intentionally left them at restaurants. She’s wrapped her luggage in her logo while traveling. She’s customized wine tumblers, sunglasses, koozies, beach towels, and yes, chapstick. Everything is on brand, high quality, and purposeful.

These touches aren’t just memorable, they’re magnetic. Patients recognize the brand, use the merchandise, and most importantly, refer others. Cusp’s branding strategy is part awareness, part retention, and all-in on community.

Building Culture from the Inside Out

Branding wasn’t just for patients. Dr. Hamlin created exclusive “squad” gear for her team. Jackets, t-shirts, and even Stanley cups, only team members receive them. That exclusivity builds pride and ownership, and it aligns the team around a shared identity.

For anniversaries, she gifts personalized Marc Jacobs totes. Year two? A curated wine box. Dr. Hamlin has woven appreciation and experience into her leadership style.

Learning, Delegating, Growing

Despite the fun exterior, ownership hasn’t been all wine tumblers and koozies. Dr. Hamlin was honest about the challenges of leadership, learning to delegate, and staying up late doing everything herself, at first.

Now, she’s built systems, trusts her team, and has grown tremendously as a leader. She listens, coaches, and surrounds herself with other growth-minded doctors. She’s preparing to bring on an associate and continue scaling with the same heart and vision.

Advice for New Practice Owners

Dr. Hamlin’s biggest advice?

• Delegate sooner. Let your team step up so you don’t burn out.

• Invest in your brand. Quality matters, make it personal and meaningful.

• Trust your intuition. When something doesn’t feel right, it probably isn’t.

• Make it fun. Patients and team members feel the vibe.

She reminds us that branding isn’t about being flashy. It’s about being clear, intentional, and aligned with who you are, and the patients you want to attract.

Let your practice become a reflection of who you are. And like Dr. Hamlin says, don’t be afraid to be a little obnoxious with it. Because no one will represent your brand better than you.

Want to uncover growth opportunities for your practice? Schedule a free Practice Assessment today!

For more tips, check out our podcast.

Last updated: August 2025
Written by Jacintha Ham, Dental A Team