What, exactly, is a brand?
You may have heard this term—”brand”—thrown around. And, many therapists find the term confusing.
Most therapists simply want to make a living by helping people. That’s not too complicated.
The problem is, when it comes to finding those people, and doing work that keeps you excited, it can be a little complicated.
That’s when articulating a brand serves your business.
A brand answers these questions (and more):
What do you do?
How do you do it?
Why should a potential client choose you, over other therapists?
But, a brand isn't only found in information about your work.
When you think of a brand, you may also think of a niche: The result of narrowing the definition of your perfect client as well as the services you offer. A niche is an essential component of branding, but it is a tiny component.
A Brand Is Personal
Branding brings you into your business. Your brand communicates what you bring to the table as a person. For example:
What is your therapy style (direct, humanistic, brief, psychodynamic)?
What do you do in your spare time?
What are you strengths?
These characteristics separate you from the crowd. Your brand reveals 1) how you are different from others, 2) what your clients can expect when working with you, 3) your priorities, and more.
A Brand Is Active
Your brand is also the experience clients and colleagues encounter when interacting with you. From meeting you face-to-face, to your website, through client engagement and follow-up, the experience should be consistent. This consistent experience is your brand.
Translating a Brand to the Work of Therapy
When you encounter a business with well-developed brand, it instantly reveals any limitations you've incorporated into your business. Because, a well-developed brand is creative and outside-the-box.
For example, the most common limitations therapists automatically adopt are related to fees, services, and income streams, among others. Most therapists incorporate limitations into their business, unknowingly, by pursuing the traditional private practice business path, simply because they were never presented with the possibilities.
Private practice is a trade-time-for-money business model. Of course, price-per-session is the established exchange for therapy services, but it need not be the only option.
A Therapist's Signature Service
In The Refreshed Therapist Network (RTN), we teach therapists how to find language for their unique approach. Through our coaching services, members also learn how to create a signature service—a branded service that breaks away from the traditional hourly payment design.
The Shrink Method
We use The Shrink Method™—our process for creating a profitable, scalable, and irresistible brand for therapists. The method assesses your five personal brand markers, which, taken together, create not only your brand, but a balanced business that is designed to increase your profits, save you time, and banish burnout.
October, in the network, is all about branding. To apply these concepts to your business, take a look at our upcoming events:
October Masterclasses + Meetings
Brand Your Business Live Masterclass and Q+A, with Ili, October 25th..
Live Masterclass and Q+A: Organization, and Back-Office Branding, with Hope Eden. October 28th..
Live Book Chat, Talking to Strangers, October 28th.
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