Courtland McPherson’s Branding Story About a Little Red Telescope | MP 21

Courtland McPherson's Branding Story About a Little Red Telescope | MP 21

What is unique about your product or service? How you do stand out from your competitors? How can you integrate your personal story into your practice?

In this podcast episode, Sam Carvalho speaks with Courtland McPherson about why he named his practice Little Red Telescope and how he has integrated his personal story into the branding of his practice.

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Meet Courtland McPherson

Courtland McPhersonCourtland McPherson is a licensed clinical social worker specializing in psychodynamic psychotherapy. In addition to holding certificates in ‘Advanced Clinical Practice’ and ‘Clinical Issues in Adoption and Foster Care’, he was a trainer for the Providence Men’s project. He is a clinical supervisor and case consultant. Past speaking engagements include ‘The Art of Listening’ and have addressed such topics as trauma, overcoming fear, and pathways to a meaningful life. Courtland is working toward a doctorate degree in psychodynamic psychotherapy with research focused on male social connectedness.

He is a terrible guitar player, an aspiring runner, an avid adventure seeker, and a lifetime learner of all things fantastic. Courtland owns and operates Little Red Telescope Psychotherapy, a private psychotherapy practice helping men in their 20’s, 30’s and 40’s get unstuck in work, relationships, and life.

In This Podcast


  • The story behind Little Red Telescope
  • Branding process
  • Setting up a website
  • Branding perspective

The story behind Little Red Telescope

As I started to reflect on my life as most therapists do, that little red telescope kept coming back to me.

When Courtland was thinking about moving in the direction of private practice, Courtland wanted something that really stood out to him, but that was also a part of him.

Growing up, Courtland grew up in poverty and his family struggled with money, and there was a lot of food insecurity. But he has this little red telescope, it was one of the toys that he really enjoyed. It made him realize that life was bigger than him and it made him feel better. When he decided to name his practice he thought that the Little Red Telescope would speak to people, as it spoke to him.

Branding process

  • Deciding on the name
  • Concept mapping – logo and tying in the story
  • Business card
  • Letterhead
  • Email signature

Setting up a website

The website is an ever evolving piece, I consider it a living breathing document.

Courtland is aware of the fact that the color red is associated with not being calming or being too evocative. He has pushed against the grain in this sense and used red on his website as he thinks that it should make people think about things and it should stir something up in them.

Branding perspective

  • When you are thinking about setting up the branding for your practice, it’s really important that you tell your true story.
  • You need to continually assess and adjust and tweak things that are not working.
  • Take chances and don’t be afraid.

Useful Links:

Meet Sam Carvalho

Samantha Carvalho DesignSam Carvalho is a graphic designer living in Cape Town, South Africa, with over five years of experience in both design and marketing, with a special interest and experience in the start-up environment.

She has been working with Practice of the Practice since 2016 and has helped over 70 therapist entrepreneurs take their practices to the next level by enhancing their visual branding. She loves working with a variety of clients on design-intensive tasks and is always up for a challenge!

Follow Sam on Instagram to see some of her work. To work with Sam, head on over to

Thanks For Listening!

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