Why should you consider bringing your personality into the branding of your practice? How do brand style guides ensure consistency? What are some marketing and design mistakes to avoid to boost your business?
In this reverse podcast episode, Alison Pidgeon speaks with Samantha Carvalho about Design and Branding for a Group Private Practice.
In This Podcast
- Steer clear from clichés
- Include your personality in your branding
- Group practice branding
- Mistakes to avoid in marketing
- Samantha’s design tips
Steer clear from clichés
I always encourage people to avoid clichés … I’ll try and find a unique way to represent it because I think it’s important to stand out and to try new things. (Samantha Carvalho)
Do not be nervous to be “out there” when it comes to design.
Creating a logo that stands out will help set you apart from the crowd, and you can use something different to bring in or represent a story of the origin of your company.
Include your personality in your branding
Obviously in our profession we want to keep good boundaries and we don’t want to disclose too much about ourselves but at the same time … it’s a highly personal service and you want to know a little bit about your therapist just to see if it’s a good fit for you. (Alison Pidgeon)
Counseling has a hand in relationship-building, and even though it may feel strange to put yourself in your company, that is what will attract your ideal clients and help new clients trust you and the work that you do.
Samantha’s formula for relational marketing is for every five posts that you put on social media:
- Three should be bringing value to your clients: quotes or some tips and advice.
- One should be promotional: offering promotions to new services or offerings.
- One should be personal: share photos of your hike, your dog, or you at work with colleagues.
You can maintain the boundary of not getting too personal, but the marketing world has changed, and people nowadays appreciate authenticity and personality in the work that they do with others.
Group practice branding
I would describe branding as the digital storefront of your practice … it’s that first impression that they have with your practice whether that be on social media or viewing your website or even seeing a flyer. (Samantha Carvalho)
Your branding encompasses:
- Who you are as a company
- What kind of personality you are putting out there
If you are starting to set up your branding, Samantha recommends focussing on:
- What the logo is communicating about the business to the audience
- How your logo reflects the brand personality
- Whether your logo appeals to your target audience
Samantha’s tip: give your designer as much information in the beginning as you can.
The brand style guide:
- This incorporates the theoretical part of branding with the visual logo
- What your company mission statement is
- What your core values are
- A mood board that depicts your style, color scheme, fonts, brand patterns
Samantha’s tip: a brand style guide helps you to keep consistent throughout your branding, even when you change designers.
Consider hiring a professional to assist you with these two aspects from the get-go. It may seem like a big financial investment in the beginning, but remember that you are investing in the success of your company.
Mistakes to avoid in marketing
1 – Not having a solid content plan
2 – Not putting enough thought and effort into your branding
3 – Not including your logo or handle on your imagery in your posts
Samantha’s design tips
In terms of design, a mistake to avoid is not making use of white space. Use negative space and avoid cluttering your design with too many images or lots of text. In this context, less really is more.
In terms of color, keep it neutral, cool, and soothing. You can use some pops of bright color, but use them sparingly and to draw attention to the calls-to-action on your website or social media.
Use bright colors to make buttons on your website stand out or to draw someone’s eye to something important. It does add an extra element but use it when necessary.
Use subtle blues and greens as supporting and welcoming colors for most of your visual board.
Useful links mentioned in this episode:
- For Adobe color schemes, click here
Check out these additional resources:
- Design Sprint 4 of 4: 10 Tips for Great Print Design | MP 81
- Email Sam at firstname.lastname@example.org
- Design Services With Sam
- Check out the Practice of the Practice Network
- For more branding advice, click here
- Apply to work with us
Meet Sam Carvalho
Sam 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!
Thanks For Listening!
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