Why You Need a Brand and How to Create One

The idea of branding yourself as a therapist may bring to mind cringy marketing pitches and dishonest salespeople. But establishing a recognizable, consistent, and trustworthy brand can help set you apart from other therapists and attract potential clients.

Think about the household products that you gravitate towards. Why do you purchase the brands that you do? Maybe you are driven by brand loyalty; your parents used x brand, so you do also. Perhaps you have grown to trust certain companies to create high-quality products. Or, maybe you agree with the company’s ideals– for example, environmentally friendly or committed to giving back to the community.

At its most basic, branding involves creating a unique and authentic identity that represents who you are, what you stand for, and what you offer. It helps clients to determine whether you could be a good fit for them, and what to expect if they decide to work with you. Here are 6 steps toward creating a compelling brand that positions you as a trusted therapist in your niche.

Define your values

What principles are most important to you? Consider things like compassion, equality, non-judgment, and creativity. Make a list of “buzzwords” that you want clients to associate with your brand, qualities like relatable, authentic, peace, and healing. Think about your favorite quotes, artwork, stories, and movies. What values do they embody?

Define your strengths/expertise

Make a list of the skills, experiences, and other qualities that distinguish you from other therapists. This could include your education, theoretical alignment, approach, or personality traits. For example, do you bring a sense of humor to the therapy room? Are you more interactive, or do you tend to let your patients do most of the talking? Are there any personal experiences that make you specially qualified to treat certain populations?

Determine your target audience/niche

Think about your ideal client, their struggles, strengths, life stage, etc. Why are they seeking treatment now, and what has prevented them from accessing it in the past? Imagine the reservations they may have about therapy, and what could potentially reassure them. If you are having trouble focusing on a specific population, talk to others in the field to determine what populations are underserved within your community.

Craft your message

Develop a clear, concise message that communicates who you are, what you do, and how you can help. Again, keep your ideal client in mind, and avoid professional jargon that could be confusing or off-putting.  Instead of rote generalizations like “I will support you on your journey towards greater well-being,” be specific about what patients can expect when they enter treatment with you. Consider writing a blog that highlights your approach, values, and expertise.

Develop a visual identity

Part of branding yourself as a therapist involves creating a visual identity that reflects your personal style and the values that you want to convey. This includes things like color palette, typography, graphics, and your company logo. Think about the feelings you want to evoke with these elements, then browse Canva for ideas. You can then customize and upload your logo to your website, social media, etc.

Build an online presence

Make sure your brand is consistent across all platforms, including your website, social media, etc. The last thing you want is for people to associate you with identity confusion and lack of dependability! Use platforms like Belongly to showcase your skills and expertise and network with other therapists. Create and upload videos, webinars, podcasts, and downloadable worksheets to provide colleagues and prospective patients with helpful and informative content.

Building a brand is a great way to establish credibility and differentiate yourself from other therapists. It can help increase your visibility, attract more clients, and foster connections with colleagues and other referral sources. As your skills, expertise, and treatment interests evolve over time, you can refine your brand to reflect these changes and reach new audiences.