How to Create a Value-Based Brand with Dana Robertson | GP 86

Image of Dana Robertson. On this therapist podcast, Dana Robertson talks about how to create a values based brand.

What is the gold standard of branding to work towards? What makes a group practice’s culture? How do you find the connection that unites clinicians in a group practice for your branding?

In this podcast episode, Alison Pidgeon speaks about How to Create a Value-Based Brand with Dana Robertson.

Podcast Sponsor: Brighter Vision

An image of Brighter Vision Web Solutions is featured as the sponsor on The Practice of the Practice Podcast, a therapist podcast. Brighter Vision builds all in one websites for therapists.

How would you like to fall into cash this month? Every year, my friends over at Brighter Vision kick off the fall season with a month-long digital conference event they call ‘Fall Into Cash’.

For the entire month of September, they’ll be teaming up with the top brands, consultants, and coaches in the mental health industry to provide you with the best advice, tools, content, podcasts, and giveaways; all centered around one main theme – helping you grow your practice and make more money.

Plus, in celebration of the 5th anniversary of ‘Fall Into Cash’, they’re also offering a very special discount exclusively for Practice of the Practice listeners. From now until the end of the month, they’re offering new websites for only $49/month for your whole first year plus no setup fees – that’s a savings of over $200!

For more information and to take advantage of this great offer, head on over to

Meet Dana Robertson

A photo of Dana Robertson is captured. She is a value based branding expert and co-owner of Pennant Creatives. Dana is featured on Grow a Group Practice, a therapist podcast.

This is Dana. She’s your biggest fan. Dana provides creative direction, design-thinking, values generation, and strategy consultation to her work with each of her customers. Dana values the perspectives of each person in the creative process– weaving them together to give shape and substance to each project that Pennant creates.

Dana has her Masters Degree in Social Work and uses her expertise both at Pennant, where she is a co-owner and in serving on the Board of Directors for YWCA of Lancaster and as the Board Chair for Revolution Lancaster.

She is also the official ‘bringer of the flair’: tasty popcorn creations, mini-adventures, and sing-a-longs are all known to occur throughout our workday here at Pennant!

Connect with Dana on Linkedin or email her at

Visit the Pennant website here or connect with them on Instagram or Facebook.


Listeners  can follow this link for a Free Brand Assessment

In This Podcast

  • “Who are we?”
  • Outward and inward-facing values
  • Consistency in branding
  • Consistency tips for group practices

“Who are we?”

A group practice consists of a collection of people, and each person has a set of values. Already, the entity of the practice is built upon the lived experience and the principles that each person working in the practice uses in their life.

This question helps you:

  • To guide the branding process because there are shared values within the group of people at the practice
  • Get onto the path of the gold standard of branding, which is brand consistency

Brand consistency is essential because it speaks to your trustworthiness, your legitimacy, and your professionalism more than anything else.

Outward and inward-facing values

When you want to connect with your target audience, think of outward- and inward-facing values.
Outward-facing values reflect lived experience and seek to understand what it is that your client is experiencing in their lives right now.

When you are working with the idea of who your target audience is, be sure to incorporate what their lived experience is, alongside their age, needs, and so forth.

What is that person’s lived experience? How are they embracing their life right now? How are they not embracing their life? What is going through their mind every day? Really understanding that and connecting it back to the values of why you started that practice in the first place is key for your group practice. (Dana Robertson)

Imagining these outward values will work alongside the inward values of how you do your practice, how it runs, which principles it upholds, and so forth.

  • How do people feel when they step into your waiting room?
  • How do they feel when they are greeted?
  • How do they feel when you schedule the appointment with them?

All these aspects are extensions of your brand.
This connection between outward- and inward values is what creates the culture of your group practice, and it guides your practice to keep working as a team.

Consistency in branding

Consistency is important now more than ever because the modern consumer is aware of where they are spending their money, and most want to spend their money on products or services that align with their values and principles.

Now more than ever the modern consumer is looking to make sure that where their money goes means something. (Dana Robertson)

Simple factors contribute to consistency, such as:

  • Your fonts
  • Your colors
  • The look and feel of your visual elements
  • Your waiting room

It is important to keep the visual aspects of your brand and business consistent because people take information in visually.

General consistency mistakes to avoid:

  • Do not try to say the same thing in a million different ways. It is okay to say the same things in your content, especially if it aligns with your values because it helps to stick in people’s minds.
  • Do not try to be too flowery or wordy in your expressions: keep it simple, clean, and precise, and do not be afraid to stick to a script here and there.

Consistency tips for group practices

You may all be doing different things, but you develop as a group … I understand that the work is key, and it is great, but there is probably something that really drew you all together. (Dana Robertson)

Even though each clinician in your group has a different specialty and works in different capacities, a group is created through a line of similarities. What is the connection between the clinicians that unites this group practice?
This may be broad, and that is okay. Think broadly to highlight the work and expertise of the clinicians while uniting them under the same banner.

When searching for your group practice values and to create consistency, do not focus on what each person in the group does, but think about how they are all connected: what has brought the group together and what value or purpose keeps it together while moving forward?

Useful links mentioned in this episode:

Check out these additional resources:

Meet Alison Pidgeon, Group Practice Owner

An image of Alison Pidgeon is displayed. She is a successful group practice owner and offers private practice consultation for private practice owners to assist in how to grow a group practice. She is the host of Grow A Group Practice Podcast and one of the founders of Group Practice Boss.Alison Pidgeon, LPC is the owner of Move Forward Counseling, a group practice in Lancaster, PA and she runs a virtual assistant company, Move Forward Virtual Assistants.

Alison has been working with Practice of the Practice since 2016.  She has helped over 70 therapist entrepreneurs start and grow their businesses, through mastermind groups and individual consulting.

Transformation From A Private Practice To Group Practice

In addition, she is a private practice consultant for Practice of the Practice. Allison’s private practice ‘grew up.’ What started out as a solo private practice in early 2015 quickly grew into a group practice and has been expanding ever since.

Visit Alison’s website, listen to her podcast, or consult with Alison. Email Alison at

Thanks For Listening!

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